Burst Online Insights
Current Research You Can Use
Most Consumers Consult the Internet for Wellness Information
Wellness is a topic important to many Internet users. Wellness information is comprised of many categories, but generally encompasses topics that include fitness, diet, health and beauty. To understand the Internet’s role in consumers’ search for wellness information, Burst surveyed nearly 1,700 Web users 18 years and older on how they research wellness topics online.
Wellness information is in demand online:
- A majority of men and women seek wellness information online, though the gap between men and women shrinks in the baby boomer age range.
- Nutrition information is the most popular wellness topic to research – particularly among women 25-34.
Consumers Turn to the Internet for Wellness Information
- Online Wellness Information is in Demand Across All Age Segments
Two out of three (66.2%) respondents use the Internet to gather wellness information. Women are significantly more likely than men to use the Internet as a wellness resource – 71.7% versus 60.5%. Usage of the Internet as a wellness information resource is fairly consistent among female age segments, rising from 66.0% among women 18-24 years to 75% among women 55 years and older. Among men, usage of the Internet as a wellness resource jumps significantly with respondents 45 years and older. (Chart 1)
Respondents with some college and college graduates are significantly more likely than respondents with only a high school education to seek wellness information online – 67.9% vs. 59.5%, respectively.
- Online Wellness Information Is Frequently Sought Out
One-third (33.9%) of respondents who gather wellness information online do so at least once per week and 10.7% search daily. Respondents 25-34 years are the most active consumers of online wellness information. Among this segment, 45.9% research wellness information online at least once a week and one in six (16.3%) search for wellness information daily. Interestingly, women 65 years and older are also active consumers of online wellness information. In fact, among this group 18.0% say they search for online wellness information daily.
Many Types of Wellness Information Sought
- Content Web Sites are Most Popular for Wellness Information
Commercial wellness/health web sites, such as Wellness.com and WebMD.com, as well as condition-specific sites, blogs and forums are the most popular resources to turn to for wellness information, with over one-third of respondents utilizing these resources (36.3% and 34.6%, respectively). Commercial health/wellness web sites are particularly popular with women 55 years and older with 46.9% of this segment turning to this resource for wellness information. Nearly half (47.4%) of all respondents reporting household income of $100,000 or more also turn to commercial health/wellness sites for wellness information.
Other resources utilized for gathering wellness information include healthcare provider web sites (27.6%), government web sites (27.6%) and corporate web sites (18.2%).
- Nutrition Information Ranks As Most Popular Wellness Content
More than one-third (38.4%) of respondents gather nutrition information online. Women 25-34 years clearly lead all gender/age segments in seeking nutrition information, with nearly three out of five (57.6%) doing so. Among women, information on weight loss programs is the second most popular type of wellness information sought on the Internet (37.2%). However, weight loss content is significantly less important for men with only 24.2% actively seeking it out online.
Other online wellness information actively sought includes: information on vitamins and nutritional supplements (30.4%), health and beauty aids (23.7%), stress relief/relaxation/ meditation (19.1%) and smoking cessation program (8.2%). (Chart 2)
How you can use this information:
The Web is a Wellness Information Resource. For a variety of wellness marketers the Internet offers a unique opportunity to provide large amounts of product and lifestyle information. Moreover, with advanced creative types such as rich media and video, wellness marketers can offer this information in truly engaging and interactive creative. Additionally, the targeting capabilities of the Internet allow marketers to narrowly focus on niche targets with appropriate creative and messaging.
Burst Sites for Health and Wellness Information
Burst is always adding quality, content-rich sites to its networks. All sites are subject to a rigorous screening process before being accepted into our networks. Burst also periodically reviews sites to ensure they continue to meet our standards. Our continuous auditing process guarantees your advertising message is placed in a high quality content environment, and receives the maximum exposure it deserves. Below are some of the many interesting Burst sites focused on wellness topics.
Burst Content Channels Connect With Wellness Information Seekers
Consumers have worn a well traveled path to the Internet for wellness information. To help marketers reach these health conscious individuals, Burst offers a number of engaging content channels that draw an audience saturated with this important and attractive target. (Chart 3)
The Burst Hobbies & Interests provides information to the enthusiast who devotes their spare time to their favorite leisure activities such as photography, crafts, and woodworking. During the past month, 32.3% of channel visitors went to the movies, 35.9% purchased a music CD/MP3 and 42.7% purchased a movie video/DVD. Three-quarters (75.1%) of channel visitors shopped online in the past six months.
Burst's Health & Fitness Channel provides information on keeping the body looking and feeling good with guides on exercise, nutrition, and fashion. More than half (58.0%) of channel visitors say the Internet is their primary source of information on products they are considering purchasing. Two-thirds (67.2%) of channel visitors shopped online in the past six months.
Burst's Food and Drink channel provides the necessities to plan your next great meal, either by using our recipe and cooking properties or reviewing our restaurant guides. Two-thirds (67.3%) of channel visitors shopped online in the past six months. Four out of five (86.4%) channel visitors are responsible for their households grocery shopping; half (55.1%) are solely responsible and 31.3% share the responsibility with another family member.
The Burst Women’s channel is a collection of web sites that provide women with information to succeed in all aspects of their lives. Topics covered in the channel include: money and careers, health and beauty, parenting and relationships. Seven out of ten (70.0%) visitors to the Burst Women's channel shopped online in the past six months. Nearly all (86.4%) channel visitors are responsible for their household's grocery shopping; half (52.8%) are solely responsible and 33.6% share the responsibility with another family member.
About Burst Media
An online media and technology company founded in 1995, Burst Media (www.burstmedia.com) is a leading provider of advertising representation, services and technology to independent Web Publishers. Burst Media levels the playing field for independent web publishers and allows advertisers to reach finely segmented, engaged consumers — in a clutter-free environment — through an extensive number of interest-based sub-channels. The company represents the broadest and deepest number of interest-based Web sites online through its two premier Ad Networks.
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Delivers customized advertising solutions to brand advertiser looking to reach targeted audiences in a quality and engaging environment. |
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Simplifies placing direct response campaigns in front of the most appropriate targets to trigger consumer action and achieve campaign performance objective. |
Burst also markets its ad management platform, AdConductor ™, which empowers content web sites, online ad networks, and web portals to manage the complete process of ad sales and service. Burst Media is headquartered in Burlington, Massachusetts, with offices throughout the United States and in London, UK. For more information, visit www.burstmedia.com or call 781.272.5544.
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