RESTON, Va., Jan 22, 2008 /PRNewswire-FirstCall via COMTEX News Network/ -- comScore, Inc. (Nasdaq: SCOR), a leader in measuring the digital world, today released results from a recent study showing that -- second only to consulting physicians -- women turn most often to the Internet for health information. Eighty-five percent of women using the Internet have researched women's health issues online while two out of three (63 percent) have used the Internet specifically to learn about birth control options.

The study was designed to help explain how women choose their birth control method, how they view alternative methods and ultimately whether their online activity influences their offline decisions. comScore surveyed 921 women between the ages of 18 and 44, who had been heterosexually-active in the past six months and had used a form of prescription or over-the-counter birth control.

    Where Women Turn For Health Information
    Women Age 18-44, n=921
    Source: comScore, Inc.
                                                           Percent of
    Health Information Resource                            Respondents
    Medical Professionals (i.e. doctors,
     pharmacists and healthcare workers)                       82%
    Internet and Web sites                                     60%
    Friends, Family and Significant Others                     51%

"Traditionally, women have relied on friends, family or a significant other for health-related information, including sexual health and contraception," said Carolina Petrini, comScore senior vice president. "But today, with the influx of newer-generation birth control methods and non-traditional pill regimens, more and more women are turning to the Internet to sort through the clutter and organize their findings. As is true in many other areas of healthcare, the consumer has become much more proactive. She wants to be informed of all of her choices, and she is relying on the Internet for answers."

User-Generated Content Represents Opportunity

As the number of women using the Internet for health information increases, the importance of user-generated content ("UGC") also becomes vital -- providing women with the opportunity to engage in health conversations online. The comScore study evaluated the use and appeal of UGC -- such as blogs, forums, or chatrooms -- among women seeking birth control information online. Study findings showed that a third of respondents have consulted birth control-related UGC, with more than 40 percent being open to the idea. These insights confirm the already popular industry trend toward more online health discussion.

    Respondent Attitudes Toward Birth Control-Related User-Generated
     Content (UGC)
    Women Age 18-44, n=921
    Source: comScore, Inc.
                                                               Percent of
    Respondent Attitude                                        Respondents
    Have not yet consulted a birth control-related UGC
     to research birth control options but open to the idea        42%
    Have previously consulted a birth control-related UGC          35%
    Would not consider using a UGC to research birth
     control options                                               23%

Drivers and Deterrents in Choosing Birth Control

With regard to factors influencing women's birth control choice, survey respondents said effectiveness was the most valued attribute. However, only nine percent said they have objected to various forms of birth control because they believe them to be ineffective. In fact, the two main reasons respondents would not consider a specific form of birth control are perceived side effects (45 percent) and inconvenience (42 percent).

The study findings also showed that perceptions about side effects and inconvenience varied across the many forms of birth control. For example, some survey respondents said they would not consider switching to the birth control pill, hormonal injections, patches and implants because of perceived side effects. Alternatively, some respondents said they would not consider vaginal rings and diaphragms because they perceive them to be inconvenient or difficult to use.

    Reasons for Not Considering Various Forms of Birth Control
    Women Age 18-44 Who Reported They Would Not Consider Switching to
     the Specified Birth Control Method
    Source: comScore, Inc.
                                      Inconvenient/   Percentage
    Form of Birth Control           Not Easy To Use  Side Effects Ineffective
    Birth Control Pills (n=140)            28%            70%         9%
    Hormonal Injections (n=430)            28%            61%         3%
    Hormonal Patches (n=407)               22%            61%        13%
    Hormonal Implants (n=509)              25%            58%         3%
    Intrauterine Devices (IUDs) (n=450)    40%            49%         6%
    Vaginal Rings (n=420)                  64%            22%         4%
    Diaphragms (n=492)                     76%            12%        15%

"The findings suggest that because women generally believe birth control to be effective across forms, their decision making process is largely based on their perceptions about side effects or inconvenience -- which can differ from form to form," said Ms. Petrini. "It is important for healthcare professionals and manufacturers of birth control products to understand these differing perceptions and behaviors so they can more effectively communicate with consumers and dispel misconceptions about a specific form of birth control."

To request a copy of The Contraception Marketplace, a comScore white paper, or for more information on comScore Pharmaceutical Solutions, please visit http://www.comscore.com/contact.

About comScore Pharmaceutical Solutions

comScore Pharmaceutical Solutions delivers in-depth information needed to understand the impact that brand, condition-specific, and health portal Web sites have on consumers' brand awareness, conversion, and patient compliance. comScore's products deliver actionable insight to help refine consumer profiles, identify key alliances, optimize interactive marketing initiatives, benchmark against the competition and accurately measure the ROI of Web site and online marketing programs.

To learn more about comScore Pharmaceutical Solutions, please visit http://www.comscore.com/solutions/pharma.asp or contact:

     Carolina Petrini
     Senior Vice President
     comScore, Inc.
     703-438-2019
     pharmaceuticalsolutions@comscore.com.

About comScore

comScore, Inc. (Nasdaq: SCOR) is a global leader in measuring the digital world. This capability is based on a massive, global cross-section of more than 2 million consumers who have given comScore permission to confidentially capture their browsing and transaction behavior, including online and offline purchasing. comScore panelists also participate in survey research that captures and integrates their attitudes and intentions. Through its proprietary technology, comScore measures what matters across a broad spectrum of behavior and attitudes. comScore analysts apply this deep knowledge of customers and competitors to help clients design powerful marketing strategies and tactics that deliver superior ROI. comScore services are used by more than 800 clients, including global leaders such as AOL, Microsoft, Yahoo!, BBC, Carat, Cyworld, Deutsche Bank, France Telecom, Best Buy, The Newspaper Association of America, Financial Times, ESPN, Fox Sports, Nestle, Starcom, Universal McCann, the United States Postal Service, Verizon, ViaMichelin, Merck and Expedia. For more information, please visit http://www.comscore.com.

SOURCE comScore, Inc.

http://www.comscore.com

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