March 2008
Marketing Management;Mar/Apr2008, Vol. 17 Issue 2, p7
The article discusses a study by the Internet research company comScore Inc. regarding the use of the Internet by women looking for health and medical information. The study, designed to investigate how online activity influences decision making by women regarding birth control, concluded that a majority of women who have not consulted a physician are more likely to seek information on health issues from the Internet than from their family or friends. The use of user-generated content regarding health information is increasing as women often converse through the Internet regarding health issues.


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