Kantar Media’s MARS 2011 Online Behavior Study finds such individuals are three times more likely to research health topics multiple times a day than non-users

New York, NY, August 23 -- Those who regularly use an e-book reader or an e-reader app on a mobile device are more likely to be active and engaged users of online healthcare information than the general Internet population, according to new findings from Kantar Media’s MARS 2011 Online Behavior Study.

The study found that 27.1 million adults in the U.S. are regular users of e-book readers or e-reader apps downloaded for a mobile device, having used them at least once in the past 7 days. These individuals, based upon study results, demonstrate a much greater reliance on the Internet for healthcare information and management. According to Kantar Media, this group is three times more likely to go online and research health and wellness topics more than once a day compared to the total Internet population.

“While the normal perception of this engaged digital audience is that they are younger, we have found that 1 out of 4 of those who read e-books or use mobile e-reader apps are actually older than 50,” says Jayne Krahn, Vice President, Consumer Health and Custom Research, Kantar Media. “Adding further to the understanding of these active e-patients, we found that 65% have been professionally diagnosed with a health condition in the last year with 1 out of 3 initiating the discussion with their doctor about their condition or specific treatment.”

Additional findings of the study include:

• 71% of e-book and e-reader app users on a mobile device are going online to be more knowledgeable about a condition, with 2 out of 3 researching symptoms for themselves or someone else;
• 61% are more apt to go online in preparation for a doctor’s appointment.

The study also showed a marked difference in uses of the Internet for health and wellness information between e-book and e-reader app users and the rest of the Internet population:

For more information on Kantar Media’s MARS 2011 Online Behavior Study, contact Michele Deutschman, Vice President of Business Development, Kantar Media, via e-mail at michele.deutschman@kantarmedia.com, or by phone at 212-991-6008.

About Kantar Media

Established in more than 50 countries, Kantar Media helps clients master the world’s multimedia momentum through analysis of print, radio, TV, internet, cinema, mobile, social media, and outdoor worldwide. Kantar Media offers a full range of media insights and audience measurement services through its global business sectors – Intelligence, Audiences, TGI and Custom.  Kantar Media companies also include Compete, Cymfony and SRDS. Drawing upon the deepest expertise in the industry, Kantar Media tracks more than 3 million brands and delivers insight to more than 22,000 customers worldwide.  www.KantarMediaNA.com.