Breast Cancer Information Sought by One-Third of People Who Seek Cancer Information Online
RESTON, VA, October 16, 2006 – Comscore Pharmaceutical Solutions today released the results of an analysis of the behavior and intentions of people who seek cancer-related information online. According to the study, people who research cancer online turn to the Internet predominantly for information on treatment options, which they subsequently validate through discussions with physicians, family or friends. Additionally, more than two-thirds of online cancer researchers (67 percent) report visiting a Web site providing information on a specific cancer-related drug.
Breast Cancer Information Most Frequently Researched
Among people who researched cancer information online in the past year, breast cancer was the most frequently researched form of the disease. One-third of all online researchers sought information on breast cancer, while nearly one in five looked for information on skin cancer, and 18 percent researched colon/rectal cancer. While the majority of online cancer researchers sought information on only one type of cancer, 20 percent reported researching more than one form of the disease.
Specific Types of Cancer Researched OnlineAmong Those Researching Online, Past 12 Monthsn=500Source: Comscore Networks Oncology Study
Breast
34%
Skin
19%
Colon/Rectal
18%
Prostate
17%
Lung/Bronchus
Ovarian
14%
Non-Hodgkins Lymphoma
11%
Pancreatic
6%
Urinary/Bladder
Kidney/Renal Pelvis
4%
Internet Used to Research Treatment Options and Cancer Symptoms
Not surprisingly, people researching cancer online seek many different types of information related to the disease. According to the study, 70 percent of researchers seek details on treatment options, while an equal percentage look for information on symptoms for diagnosing the condition. More than half (52 percent) seek information on causes of cancer, 40 percent research information on cancer drugs and 38 percent seek help in coping with cancer.
Types of Information Researched on Cancer-Related Web SitesAmong Those Researching Online, Past 12 Monthsn=500Source: Comscore Networks Oncology Study
Treatment Options
70%
Diagnosis/Symptoms of cancer
Causes of cancer
52%
Cancer drug-related information
40%
Information on coping with cancer
38%
Experiences of people with cancer
33%
Information on accompanying disorders
31%
Guidelines for prevention
29%
Information on support organizations
26%
Clinical trial information
22%
“The Internet provides a reliable, private and immediate resource for cancer sufferers and caregivers whether they are researching treatment options or seeking information about a specific cancer related drug,” said Carolina Petrini, vice president of Comscore's Pharmaceutical Solutions Group. “Not surprisingly, online cancer researchers are a highly involved group, focused mostly on finding information on available treatments and seeking to understand the symptoms, but also looking to understand the causes of their condition.”
Online Information Influences Future Intentions
As a result of information read online, cancer researchers report a high likelihood of taking specific actions for themselves or another person suffering from the condition. Nearly 60 percent report they are extremely/ very likely to speak to a doctor about the condition and 54 percent intend to ask the doctor to prescribe a cancer medication. Fifty-one percent intend to use a coupon obtained online toward a prescription medication used to treat cancer and 39 percent plan to ask the doctor to switch to a different cancer drug.
Intended Actions as a Result of Cancer-Related Information Read OnlinePercent Rating Top 2 Box (Extremely/ Very Likely)n=500
Speak to a doctor about cancer for themselves or another person
59%
Ask a doctor for a cancer-related drug for themselves or another person
54%
Use a free coupon obtained online for a prescription cancer drug
51%
Ask a doctor to switch to another cancer medication
39%
About This Survey
This analysis is based on a survey conducted among members of Comscore’s panel of more than two million online consumers.
Methodology Details
Population: U.S. Internet users who reported researching cancer-related information online in the past 12 months, and visited one or more oncology sites in the past 6 months
Time Period: Survey responses were collected from April 4, 2006 – April 22, 2006
Respondents: 500 completes
About Comscore Pharmaceutical Solutions
Comscore Pharmaceutical Solutions deliver the in-depth information needed to understand the impact that brand, condition-specific, and health portal Web sites have on consumers’ brand awareness, conversion, and patient compliance. Comscore delivers actionable insight to help refine consumer profiles, identify key alliances, optimize interactive marketing initiatives, benchmark against the competition and truly measure the ROI of Web site and online marketing programs.
About Comscore Networks
Comscore Networks provides unparalleled insight into consumer behavior and attitudes. This capability is based on a massive, global cross-section of more than 2 million consumers who have given Comscore explicit permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. Comscore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, Comscore measures what matters across a broad spectrum of behavior and attitudes. Comscore consultants apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. Comscore services are used by global leaders such as AOL, Microsoft, Yahoo!, Verizon, Best Buy, The Newspaper Association of America, Tribune Interactive, ESPN, Fox Sports, Nestlé, MBNA, Universal McCann, the United States Postal Service, Expedia, Merck, Pfizer and Forest Laboratories, Inc. For more information, please visit www.comscore.com.
PressBill DaddiDaddi Brand Communications646-370-1341press@comscore.com