Europe Health 2006

Information sources

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Respondents were given a list of 22 different sources of information and asked how much, if at all, they used each one.  Although in every country the doctor is the most frequently used source of information (average 86%), in 9 out of 15 countries magazines were the second most favoured source.  In the Czech Republic 3 out of 4 people look to magazines for information about health, and in Russia magazines were almost as popular as the doctor (62% v 68%).

To see Europe’s top 5 information sources by country please click here.

The media (Magazine and newspaper articles + TV programmes) are referred to regularly by people in every country (78%) – more so than brochures (58%) and the internet (28%).

Compared to the rest of Europe people in Finland are more likely than average to use the internet (35% v 28%) and in Germany and Hungary brochures and leaflets are used significantly more than average (76% v 58%). To compare the summary by country please click here.

Conclusions for marketers:

There are significant variations by country regarding the use (and therefore trust?) of different information sources.  In 8 out of 15 countries, if they want information about health, people are more likely to refer to articles in magazines than their pharmacist.  On average general health websites are used more frequently than pharmaceutical company websites (26% v 11%).