Women More Likely to Turn to Internet Than Friends or Family For Health Information


Study Finds 60 Percent of Women Rely on the Internet Versus 51 Percent Who
Consult Friends, Family or Significant Other

RESTON, Va., Jan. 22 /PRNewswire-FirstCall/ -- comScore, Inc. (Nasdaq:
SCOR), a leader in measuring the digital world, today released results from
a recent study showing that -- second only to consulting physicians --
women turn most often to the Internet for health information. Eighty-five
percent of women using the Internet have researched women's health issues
online while two out of three (63 percent) have used the Internet
specifically to learn about birth control options.

The study was designed to help explain how women choose their birth
control method, how they view alternative methods and ultimately whether
their online activity influences their offline decisions. comScore surveyed
921 women between the ages of 18 and 44, who had been heterosexually-active
in the past six months and had used a form of prescription or
over-the-counter birth control.





Where Women Turn For Health Information
Women Age 18-44, n=921
Source: comScore, Inc.
Percent of
Health Information Resource Respondents
Medical Professionals (i.e. doctors,
pharmacists and healthcare workers) 82%
Internet and Web sites 60%
Friends, Family and Significant Others 51%


"Traditionally, women have relied on friends, family or a significant
other for health-related information, including sexual health and
contraception," said Carolina Petrini, comScore senior vice president. "But
today, with the influx of newer-generation birth control methods and
non-traditional pill regimens, more and more women are turning to the
Internet to sort through the clutter and organize their findings. As is
true in many other areas of healthcare, the consumer has become much more
proactive. She wants to be informed of all of her choices, and she is
relying on the Internet for answers."

User-Generated Content Represents Opportunity

As the number of women using the Internet for health information
increases, the importance of user-generated content ("UGC") also becomes
vital -- providing women with the opportunity to engage in health
conversations online. The comScore study evaluated the use and appeal of
UGC -- such as blogs, forums, or chatrooms -- among women seeking birth
control information online. Study findings showed that a third of
respondents have consulted birth control-related UGC, with more than 40
percent being open to the idea. These insights confirm the already popular
industry trend toward more online health discussion.





Respondent Attitudes Toward Birth Control-Related User-Generated
Content (UGC)
Women Age 18-44, n=921
Source: comScore, Inc.
Percent of
Respondent Attitude Respondents
Have not yet consulted a birth control-related UGC
to research birth control options but open to the idea 42%
Have previously consulted a birth control-related UGC 35%
Would not consider using a UGC to research birth
control options 23%


Drivers and Deterrents in Choosing Birth Control

With regard to factors influencing women's birth control choice, survey
respondents said effectiveness was the most valued attribute. However, only
nine percent said they have objected to various forms of birth control
because they believe them to be ineffective. In fact, the two main reasons
respondents would not consider a specific form of birth control are
perceived side effects (45 percent) and inconvenience (42 percent).

The study findings also showed that perceptions about side effects and
inconvenience varied across the many forms of birth control. For example,
some survey respondents said they would not consider switching to the birth
control pill, hormonal injections, patches and implants because of
perceived side effects. Alternatively, some respondents said they would not
consider vaginal rings and diaphragms because they perceive them to be
inconvenient or difficult to use.





Reasons for Not Considering Various Forms of Birth Control
Women Age 18-44 Who Reported They Would Not Consider Switching to
the Specified Birth Control Method
Source: comScore, Inc.
Inconvenient/ Percentage
Form of Birth Control Not Easy To Use Side Effects Ineffective
Birth Control Pills (n=140) 28% 70% 9%
Hormonal Injections (n=430) 28% 61% 3%
Hormonal Patches (n=407) 22% 61% 13%
Hormonal Implants (n=509) 25% 58% 3%
Intrauterine Devices (IUDs) (n=450) 40% 49% 6%
Vaginal Rings (n=420) 64% 22% 4%
Diaphragms (n=492) 76% 12% 15%


"The findings suggest that because women generally believe birth
control to be effective across forms, their decision making process is
largely based on their perceptions about side effects or inconvenience --
which can differ from form to form," said Ms. Petrini. "It is important for
healthcare professionals and manufacturers of birth control products to
understand these differing perceptions and behaviors so they can more
effectively communicate with consumers and dispel misconceptions about a
specific form of birth control."

To request a copy of The Contraception Marketplace, a comScore white
paper, or for more information on comScore Pharmaceutical Solutions, please
visit http://www.comscore.com/contact.

About comScore Pharmaceutical Solutions

comScore Pharmaceutical Solutions delivers 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's products deliver actionable insight to help refine
consumer profiles, identify key alliances, optimize interactive marketing
initiatives, benchmark against the competition and accurately measure the
ROI of Web site and online marketing programs.

To learn more about comScore Pharmaceutical Solutions, please visit
http://www.comscore.com/solutions/pharma.asp or contact:



Carolina Petrini
Senior Vice President
comScore, Inc.
703-438-2019
pharmaceuticalsolutions@comscore.com.
About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the
digital world. This capability is based on a massive, global cross-section
of more than 2 million consumers who have given comScore 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
analysts 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 more than 800 clients,
including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat,
Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association
of America, Financial Times, ESPN, Fox Sports, Nestle, Starcom, Universal
McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and
Expedia. For more information, please visit http://www.comscore.com.