Diving Deeper Into Online Health Search:
An examination of online health searchers’ exposure to user-
generated media and the Websites they frequent
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Overview

According to the Pew Internet & American Life Project, most Americans are not practicing due diligence when searching
the Internet for health content.  Pew’s findings raise some interesting questions about how people are consuming
healthcare information online, including:

• Do Americans trust online content because they are frequenting Websites they consider well established and credible?

• Are they being exposed to user-generated media (UGM)? This is important because it is generally assumed that people tend to be highly trusting of online content developed by their peers.  

Envision Solutions, using data provided by Hitwise, the leading online competitive intelligence service, set out to answer these questions in late 2006.  This study reveals:

• Americans looking for online health content are exposed to a significant amount of UGM.

• People are relying on government, corporate and non-profit produced Websites for health information.  In certain cases, blogs and wikis are receiving significant traffic.

Click the link below to download the study report and learn more about Americans' health-related online search habits.

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