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Analysis of Gender-Based Consumer Research Introduction This Presentation Pack provides a quantitative assessment of the consumer healthcare market in the US and in Europe, both in terms of consumers’ current information requirements and the opportunities for addressing unmet needs. The Presentation Pack offers you an overview of Internet penetration and device ownership rates, together with analysis of the specific health topics consumers are looking for, and the channels that consumers are using to access this information. Scope Based on the results of Datamonitor’s 2002 consumer research survey of 4,500 consumers Coverage: France, Germany, Italy, Spain, the UK, and the US Report Highlights The effective targeting of consumers that seek health information requires a detailed understanding of consumer behavior within key demographic groups. Datamonitor’s survey found that consumers are using the Internet extensively to look for health information, with one in four US adults having used the Internet for this purpose. Also, Datamonitor estimates that over 13 million men in Europe accessed a health information website in the last 12 months, with a similar figure for European women. Overall, regional differences outweigh any gender bias in terms of understanding consumer behavior. For example, 50% of females in the US have looked for health information in the last 12 months, compared to only 34% of European females. 75% of US males that seek health information have Internet access at home, compared to only 55% of those males in Europe. Addressing and understanding the regional and gender trends will enable pharmaceutical companies to develop more targeted marketing strategies in the future. Reasons to Purchase Understand the key differences and similarities between how men and women are using the Internet for healthcare purposes Use the exclusive findings from Datamonitor Healthcare’s consumer research program as a framework for further segmentation analysis of consumers Publisher: Datamonitor eHealthcare Pharma Reports To order go to this URL: http://www.bioportfolio.com/cgi-bin/acatalog/Datamonitor_eHealthcare_Pharma.html#a180 |
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