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What Millions of People Are

Doing Online and Why it

Matters

Web Strategies for Health Communications

July 22, 2009

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“To become aware of the possibility of the search is to be onto something.”- Walker Percy

Agenda- About the Data- Seasonality- True Consumer Insight- Predictive Power of Internet Behavior- Health Information Online

Hitwise Sample

25 Million Internet Users (Worldwide)

10 Million Internet Users (U.S.)

1 Million Websites

172 Industry Categories

Millions of Search Terms Per Month

Monthly, Weekly and Daily

Mystery Searches, Prom Dresses, Anti-Depressants and the Ultimatum Theory

Uncovering Seasonality

source: Hitwise

Prom Dress Obsession

source: Hitwise

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Depression Spikes - Seasonality

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Power of Observed Behavior

❖ Marketers Often Rely on Gut Instinct or Outdated Research

❖ Search Term Data is a Valuable Proxy for Timing Consumer Interest

❖ Engagement Ring Phenomenon and Market Inefficiencies

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Is the Internet 99.95% Porn Free?

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Fear and Cognitive Dissonance

Top Fear List: Survey Based

1. Bugs, Mice, Snakes2. Heights3. Water4. Public Transportation5. Closed Spaces6. Tunnels and Bridges7. Crowds8. Speaking in Public

Top Fear List: Search Based

1. Flying2. Heights3. Clowns4. Intimacy5. Death6. Rejection7. People8. Snakes

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Fear of Being Followed by a Duck

Women Wrestlers, Economic Predictions and The Narrative Fallacy

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Dancing with the Stars

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DWTS - The Postmortem Analysis

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Postmortem - Part II

= Male25-34 Year-Olds

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The Stacy Keibler

Correction Coefficient

(SKCC)

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Searches and Influenza

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Google and Influenza

Health and Online Behavior

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Health Websites

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Health Websites

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Demographics - Health Category

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Health Information - Traffic Sources

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Diseases/Conditions - Most Searched

Top Searches: Diseases/Conditions

1. Lupus2. Poison Ivy3. Shingles4. Pregnancy5. Fibromyalgia6. Ringworm7. Swine Flu Symptoms8. Strep Throat9. Chiggers10. Diverticulitis

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Pharma - Most Searched

Top Searches: Pharmaceuticals

1. Cialis2. Lexapro3. Crestor4. Tylenol5. Alli6. Lyrica7. Lipitor8. Mirena9. Cymbalta10. Suboxone

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To Learn More

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