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BizReport : Research : October 23, 2008


Online TV watching habits, by disease

Certain groups of consumers who suffer from specific diseases are more predisposed to watching their television content online, according to a recent consumer study from Manhattan Research.

by Helen Leggatt

manhattan research logo.jpgOver half of U.S. adults now get their television fix online, favoring the control they have over what to watch and when to watch it. The annual survey from Manhattan Research, "Cybercitizen Health v8.0" (.pdf brochure) delves into the television viewing habits of Internet users that suffer from a variety of medical conditions, further breaking down the audience.

Those with acne and ADHD (Attention Deficit Hyperactivity Disorder) were found to be the most likely to watch television content online, followed by those suffering from eczema, allergies and bipolar disorder.

Doctors have traditionally been the top source of health information, but for the first time the Internet has become a more popular choice. Not only are sufferers seeking online facts and figures relating to their condition, they are also looking to social networks and blogs to link up with other sufferers and medical professionals.

Product reviews for pills have arrived. The number of patients rating prescription drugs online is on the increase, particularly on websites such as DrugRatingz.com, DailyStrength.org, and WebMD.

Carers, too, are an audience not to be ignored. They are increasingly turning to online support groups and forums to share experiences and garner advice from those in similar situations.

"For healthcare and pharmaceutical marketers, it's critical to understand how adoption rates and media mix differ by disease group," said Meredith Abreu Ressi, VP research at Manhattan Research. "Brand teams in the know will take advantage of new advertising capabilities to hyper-target desired audiences and give them a customized brand experience."






Tags: acne, ADHD, depression, disease, doctor, healthcare, online television, pharmaceutical, pills, prescription drugs, product reviews, TV








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  • Yep very true, various online drugstores tend to have replaced patient-doctor relations. Not the best thing to happen in my opinion.

  • Interesting research, with services like http://www.freetube.us.tc it's no wonder that individuals are taking to online video platforms. It'll be interesting to see the link between certain diseases proven to be linked to increases in online watching.





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