Manhattan Research Announces Top Condition Groups Shifting Their TV Viewing Online

Acne and attention deficit hyperactivity disorder (ADHD) patients are the condition groups most likely to watch streaming or downloaded television programs on the Internet, according to pharmaceutical and healthcare market research company Manhattan Research's just released Cybercitizen® Health v8.0 consumer study and strategic advisory service. The study also found that consumer media preferences overall are evolving - less than half of U.S. adults report to watch all of their television programs live on their TV set.

Top Condition Groups Watching Streaming or Downloaded TV Programs on the Internet (in order)
Ranked by number of U.S. adults

1. Acne
2. Adult ADHD (Attention Deficit Hyperactivity Disorder)
3. Eczema
4. Allergies
5. Bipolar Disorder

Among U.S. adults (18+)
Source: Cybercitizen® Health v8.0 (2008)

"Digital video recording, faster broadband speeds, and an increase in rich media content have transformed the way that consumers view their news and entertainment," said Meredith Abreu Ressi, Vice President of Research at Manhattan Research, "With television networks partnering with video-sharing websites like YouTube and Hulu and DVR adoption increasing, one thing is clear - when it comes to media, the consumer is in control. For healthcare and pharmaceutical marketers, it's critical to understand how adoption rates and media mix differ by disease group. Brand teams in the know will take advantage of new advertising capabilities to hyper-target desired audiences and give them a customized brand experience."

Free Pharma Digital Marketing Webinar

Ressi will discuss the impact of this and other trends in the upcoming webinar event, "Is TV Dead? How the New New Media Changes Pharmaceutical DTC Advertising," on Tuesday, October 14th at 11am EST and Thursday, October 16th at 3pm EST. The webinar will help pharmaceutical and healthcare marketers determine the optimal media mix during a time when marketing efficiency and ROI are especially critical. Ressi will overview key market data and trends from Cybercitizen® Health v8.0. Topics include the evolving consumer use of TV and video; mobile health adoption and trends; reaching patients and caregivers through social media; the effect of online health network mergers on pharma and more.