Health-Conscious Women make up 16% of the U.S. adult population and 32% of the female adult population, according to new research. Scarborough Research defines "Health-Conscious Women," as American adult women who agree that they go to the doctor regularly for checkups, generally feel they eat right and follow a regular exercise routine.
The healthcare statistics on Health-Conscious Women show that they have strong opinions on healthcare. They are 36% more likely than all U.S. adults to agree strongly that they take medicine as soon as they don’t feel well and 60% more likely to strongly agree that they prefer popular brand-name drugs even if they cost more. Thirty-four percent agree that they are often the first to try the most advanced medicines while 44% agree that they prefer alternative medicine to traditional medicine. Eighty-nine percent of Health-Conscious Women agree that vitamin supplements improve one’s health.
Where do these Health-Conscious Women reside? The top local markets are: Providence, RI (20% of adult residents are Health-Conscious Women); Rochester, NY (20%) and Hartford, CT (20%).
Health-Conscious Women are 57% more likely than all U.S. adults to be part of the Silent Generation. Thirteen percent of Health-Conscious Women belong to Generation Y, 21% belong to Generation X and 38% are Baby Boomers. Health-Conscious Women may exist within every generation, but nearly one-quarter (21%) are age 70 or older. Additionally, 13% identify as Black and 14% as Hispanic.
Health-Conscious Women are 42% more likely than all U.S. adults to receive Medicare benefits, due to both their age and being 11% more likely to have an annual household income of less than $35K. Thirty percent of Health-Conscious Women have PPO (Preferred Provider Organization) coverage and 15% have HMO (Health Maintenance Organization) coverage.
With regard to specific insurance providers, 35% of Health-Conscious Women have Blue Cross/Blue Shield, 12% have United Healthcare and seven percent have Aetna. They are also 26% more likely to have purchased prescription drugs by mail order in the past 30 days.
To reach Health-Conscious Women, on an average weekday, forty-one percent of Health-Conscious Women read the print or e‑edition of their local daily newspaper and they are 23% more likely than all adults to read the food and cooking section. Twenty-eight percent of Health-Conscious Women watched the Lifetime network on television in the past 7 days and 26% watched the Food Network in the same time frame. The top radio formats for Health-Conscious Women are Adult Contemporary (26%), Country (22%) and Pop Contemporary Hit (21%).[Source: "Health-Conscious Women." Scarborough Research. 25 Oct. 2012. Web. 31 Oct. 2012.]