Individuals who search for health information online are more likely to be
health conscious and engage in healthy activities than non-searchers,
according to a study in the Journal of Medical Internet Research
(www.jmir.org/2004/2/e15/index.htm).
The study found that those who searched the Internet for medical news
reported higher levels of health information orientation and health activity
and valued certain behaviors, such as regular exercise or maintaining a
healthy weight. Consumers who searched online for drug and medication
information also were found to hold stronger health beliefs than
non-searchers. Individuals who sought disease-specific information online
were found to be more health-oriented than those who did not, according to
the study.
Study results "support the functional theory of Internet use," as they
"suggest that the underlying motivation in a specific issue is likely to
draw a consumer to use media [such as the Internet] to gather information
about the specific issue," the study concluded.
The results come from a 1999 analysis of the Porter Novelli HealthStyles
database, which is based on three mail surveys of 2,636 respondents
(Dutta-Bergman MJ, Journal of Medical Internet Research, April-June, 2004).
Best
Mark Duman MRPharmS
health communications consultant
Co-Chair, www.pecmi.org
Cell: +972 55 944 979
[UK Mobile: 07908 686 519 (from 7-13 June)]
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