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BizReport : Search Marketing : July 07, 2008

Women rely on Internet for health information

Two out of three Internet users seek out health information online rather visit the doctor, according to a recent survey by Burst Media, and women are the most prolific searchers in this category.

by Helen Leggatt

burst%20media%20logo.gifOf the 1,700 adults Burst Media surveyed online it transpired that women are much more likely to surf the Internet for health information than men – 71.7% versus 60.5%. That’s unsurprising when you consider that women have traditionally turned to family and friends for medical advice.

Women are far more likely to openly discuss a problem and, for that reason, are also heavy users of health-related forums, blogs and other UGC websites. They tend to be more proactive than their male counterparts seeking out family healthcare solutions as well as personal ones.

Nutrition is the most-searched health-related content, with women again being the biggest searchers, in particular those aged 25-34. Men, it appears, aren’t avidly searching for health information online until their later years, beginning around age 45.

Commercial sites such as and are very popular, especially among affluent women aged 55 years and older, found the survey. These, too, are consumers that will click on drug ads.

“The demographic of people that seek wellness information is a marketer’s dream, both from an age, gender and income perspective,” said Jarvis Coffin, CEO of Burst Media.

Tags: health, search marketing, women

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  • roni

    found this article really interesting. surprising fact! actually, what are the most common questions regarding health proposed by women?



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