The New Media Landscape:
The Implications of Media and Health Content Fragmentation
on 2010 Brand Planning
Monique Levy
Senior Director of Research, Manhattan Research
Original Presentation March 2009 for CBI
Modified version for Slideshare
For additional information, please email
sales@manhattanresearch.com
1 www.manhattanresearch.com

Agenda
I. The Age of Media and Device Fragmentation
II. The Emerging Model of Health Fragmentation Online
III. The New World of Fragmentation through the Eyes of Two Very Different
Segments
2 www.manhattanresearch.com

Cybercitizen Health™ v8.0 Survey - Research Methodology
How many consumers were surveyed?
In total, 8,714 U.S. adults (age 18 and over) were surveyed.
How was the survey conducted?
The survey was conducted in two parts. Market sizing data for the U.S. adult audience was conducted using an in-depth
random-digit–dial (RDD) telephone interview of 4,300 consumers. A second survey of online consumers was conducted to
understand online behaviors and sites visited. The online portion of the study surveyed 4,414 consumers.
When was the survey fielded?
The Cybercitizen Health™ v8.0 survey was fielded in Q3 of 2008.
How do the consumers surveyed compare to the overall consumer population?
The resulting data is weighted and benchmarked to age, gender, education and region from the latest U.S. Census Bureau
normative data. The data is representative of both online and offline consumers.
Is the data statistically significant?
Yes. The margin of error for the telephone data set is +/- 1.6% at the 95% CI, and +/- 2.1% at the 95% CI for the online data.
3 www.manhattanresearch.com

Rapid Growth in MP3, DVR, and Mobile Computing Devices Since 2006
100m 200m
Cellular Phone*
Desktop Computer
MP3 player or iPod
2008
2006
Laptop Computer
Significant Growth
Digital Video Recording
Personal Digital Assistant
(PDA) or Smartphone
* Includes Cell Phone,
PDA, or Smartphone
In millions
Source: Cybercitizen® Health v6.0-8.0
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Using Alternate Channels for TV Becoming Common
Watch recorded,
streamed, or
downloaded TV
programs
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Mobile Apps Filling a Need
Bloomberg
news
Delta check-in
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Video and Other New Media Use Already Mainstream Online
50% 100%
Watched any* types of video clips
online
Listened to or downloaded audio
or music files online
Visited a social networking site
(e.g. Facebook, Myspace,
LinkedIn)
2008
2007
Read an online web log or \"blog\"
Visited an online chat room or
message board
Downloaded a television show or
movie from the internet
* Any video is defined as: online video
clips, news clips, TV shows
Among those who are online
Source: Cybercitizen® Health v8.0
7 www.manhattanresearch.com

Online Health Segment Growing, Almost 150 Million Adults in ‘08
Current Market Sizing Trending Online Health Info Seeking
eHealth Consumers*
145.7
ePharma Consumers**
All Adults
230.5 million
15% annualized
growth over 6 years
93.5
“eHealth”
Online for
Health 63.3 24% annualized
growth over 6 years
145.7 million
Online for
Rx Info 26.0
“ePharma”
93.5
million 2002 2003 2004 2005 2006 2007 2008
In millions
* eHealth Consumers = Consumers who have conducted health information seeking
activities online in the past 12 months for themselves or others.
** ePharma Consumers = Consumers who have researched prescription drug
Among all U.S. Adults information online in the past 12 months for themselves or others.
Source: Cybercitizen® Health v2.0-8.0
8 www.manhattanresearch.com

The previous slides are an excerpt of the complete presentation.
To request the full presentation or to learn more about Manhattan Research’s products and
services, please visit:
www.manhattanresearch.com/presentationrequest
Manhattan Research is a global pharmaceutical and healthcare market research and advisory
firm focused on the digital trends shaping the future of consumer and physician marketing.
Broad consumer and physician market research can be segmented for over 125 therapeutic
and specialist groups.
e: sales@manhattanresearch.com
p: 1-888-680-0800
w: www.manhattanresearch.com
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