16% Searched WebMD in the Past 6 Months

Fifth Annual "Pulse of Online Health" Survey Finds 66% of Americans Eager To Leverage Digital Tools To Manage Personal Health. Health care decisions still are guided by perceived quality of information source. Americans are three times more likely to search WebMD than government-​supported websites.

Trust and quality sources for health care information are important to consumers, and people are three times more likely to look to WebMD (57%) over government-​affiliated websites such as the CDC (17%) or FDA (16%).

"It's amazing that, almost 20 years after it launched, WebMD has become America's doctor.åÊ Online searches are the new house call. This survey shows Americans aren't relying exclusively on health care providers or the government for health information these days, underscoring the enormous opportunity for health news organizations and health care companies to become go-​to sources," said Tom Bernthal, founder and CEO of Kelton.

Among the 91% of Americans who would search online for health information, condition management (58%), exploring symptoms (57%), and researching a prescribed treatment (55%) are the most popular motivators. In contrast, if consumers were diagnosed with a medical condition, they would be most likely to research symptoms (41%), treatment options (26%), and specialized doctors and care facilities (18%).

AudienceSCAN found that 16.4% of adults used WebMD in the past 6 months. 21% of them were aged 45 to 54. WebMD Users are 74% more likely than average consumers to be members of charitable organizations. WebMD Users also are 56% more likely than average to use smartphones to look up business info/​locations. When they weren't using WebMD, 65% were researching a health condition on their browsers, tablets or smartphones, so it would be wise for your health-​related advertisers to invest in SEM and SEO services with you!

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.