US Insights

Vitamin Buyers Put Their Faith in Print

Rachel Gursky

Content Marketing Manager

Health 09.26.2017 / 12:00

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Vitamin consumers get their information from print publications.

The 2017 MARS Consumer Health Study helps advertisers and media planners identify which media channels would best showcase a healthcare marketer’s product or brand. This month’s blog post further explores the media preference and consumption of individuals taking OTC vitamins, supplements, minerals or herbals. You can learn more about the demographics and health attitudes of vitamin and supplement users from our earlier blog post here.

Sources Supplement Users Rely On

Compared to the general U.S. adult population, those taking supplements are more likely to value printed publication sources for healthcare information, especially magazine and newspaper articles, health related publications, and medical journals. This group also values diet/fitness websites and online communities or support groups as sources of healthcare information.

Vitamin Info Sources

How to Best Reach This Group

Publications and online media channels are effective in reaching dietary supplement users. 44% are heavy magazine readers and are 18% more likely to read health genres in print compared to total adults. 43% of supplement users are heavy newspaper readers and 41% are heavy internet consumers.

Within an average day, supplement users are spending close to the same amount of time online (4 hours 2 minutes) as they are watching television (4 hours 39 minutes). In fact, nearly 50% agree that the internet is the first source they go to when researching health-related topics. Furthermore, 80% indicate they use the internet for health and wellness compared to 73% of all adults.

Mobile Opportunity

Supplement users are 27% more likely than the average mobile device owner to indicate they have used health-apps in the last 6 months. They are 31% more likely to have used an exercise or fitness app and 28% more likely to have used a calorie counter or diet tracker app than the average mobile device owner. Furthermore, these individuals are 11% more likely to believe there are mobile apps available that would improve their health.

Supplement Users Response to Health Advertising

Dietary supplement users are seeing health-related advertising on the internet. Of those that did, 22% indicate they conducted an online search as a result. 15% said they watched a video in response to health advertising. 

All vitamin users are 7% more likely than total adults to find health care advertising on the internet to be credible. However, many remain careful about where they search for information online. 64% indicate they are very cautious about which websites they access for health and wellness.

Source: Kantar Media

Editor's Notes

Kantar Media’s 2017 MARS Consumer Health Study is a trusted information source for reaching different patient groups and uncovering deep consumer insights. It provides stable and reliable media and healthcare data that is projectable to the U.S. population to better meet the needs of agencies, marketers, healthcare facilities, insurers and media companies. The study contains detailed information among U.S. adults including online and offline media usage for 100+ consumer magazines, newspapers and health-related publications as well as TV, radio, and internet usage. Click here to learn more.

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