Consumers researching weight loss information are far more likely to look for it online than offline, according to a recent comScore report. That makes sense because, obviously, offline research may involve walking, perhaps stair climbing, and possibly book carrying, all of which are a total hassle.
Though 95 percent of weight loss researchers reported using both online and offline resources, the study found a clear distinction between the types of information sought. Online researchers are seeking information overload – the minute details of weight loss plans.
Sixty-two percent of weight loss researchers look for information on specific programs and diets online, compared to just 51 percent seeking this information offline. comScore suspects TV and print advertisements drive the 39 percent of researchers turning on their computers to find information on weight loss drugs. Only 24 percent hoof it down to the GNC or doctor’s office.
Likewise for specific treatment options, 27 percent go online for this information, while 19 percent seek for it offline.
The “Internet’s sweet spots for weight loss researchers,” says comScore, are the weight management tools, such as interactive body fat calculators and calorie counters. The number of researchers going online for these offerings (46 percent) more than doubles those seeking for it elsewhere (22 percent).
The study found that 44 percent of weight loss researchers use online information to help them stay compliant with their respective programs, and 30 percent found it useful for medication compliance.
Nearly 40 percent reported that online resources influenced them to seek more information about weight loss medication, and over a third were influenced by online information to speak to a doctor about a weight loss program.
Also, good news for weight loss drug peddlers, nearly 40 percent of researchers indicated they are extremely or very likely to speak to their doctors about weight loss options as a result of weight loss information they read online.
Twenty-five percent said they were likely to specifically ask their doctor to prescribe a weight loss drug they had researched online, and 21 percent indicated they would ask their doctor to switch weight loss medication. About a third said they’d use a free coupon they obtained online.
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