Increasing numbers of over 55 year olds are using the Internet – and taking a very active interest in online health information, according to independent market analysts, Datamonitor.
The company’s findings are derived from three waves of consumer research conducted between early 2001 and throughout 2002 in the US and Europe. 4,500 consumers were included in the research which found that 50% of over 55s in the US and the UK had accessed the Internet with up to 40% saying they had looked for health information in the past 12 months.
Of the older people who are already using the Internet, 50% say they are online for at least one hour per week for personal reasons such as e-mailing. This figure rises to 68% in the US.
The research also reflected the trend noted by doctors for patients to arrive at the surgery with information downloaded from websites – in the UK 25% of “online seniors” who were interested in healthcare information said they had discussed their Internet findings with their doctor. This is significant because older people are relatively high users of health services.
The researchers conclude that the over 55 population is becoming an increasingly attractive group for healthcare organisations to target with online information.
Datamonitor also points out that high Internet use among younger age brackets following on behind the over 55s will also drive the demand for online healthcare information
Virginia Winter, healthcare strategy analyst at Datamonitor comments, "There are already numerous websites aimed at providing the senior population with healthcare information. The aim of the majority of these websites, in particular those provided by pharmaceutical companies, is to build a relationship with consumers, with the intention of raising awareness and creating a strong brand presence.
"In building relationships with consumers, successful websites must develop marketing strategies around three stages: first, attracting consumers to the website; second, encouraging consumers to use the information; and finally, to encourage consumers to return to the site on a regular basis."