Sources of Information

The data on this site is a sample from the vast amount of unique information we have.

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Across Europe the doctor continues to be the person who is used the most for information about health (average 88%) - a slight increase over 2006 (85%).

Respondents were given a list of 22 different sources and asked how much, if at all, they used each one. For the first time this year they were also asked if they trust that source of information. Unsurprisingly there is a correlation between use and trust. People use the sources they trust; these are primarily doctors, pharmacists, dentists and magazine articles. To see Europe’s most trusted sources by country please click here.

Although in every country the doctor ranks No.1 most used and most trusted source of information, the second, third and fourth places vary by country. For example use of the pharmacist depends very much on availability – highest in France (88%) lowest in Russia (35%). To see the 6 sources that are used the most by each country please click here.

The media (Magazine and newspaper articles + TV programmes) are used by 75% of people across the 11 countries – significantly more than brochures (58%) and the internet (36%).

Use of the internet has increased by 33% since our last survey in 2006, with just over a third of people claiming to search the web for information about health. Claimed usage is exceptionally high in France (66%), unsurprisingly, because in France the survey was conducted on-line. However, use of pharmaceutical companies own websites is low at just 14%. For country by country details please click here to request a copy of the full report by email.

Of all media magazines are used the most for information about health – average across Europe 64%. The value of magazines is second only to doctors in the Czech Republic, Finland and Poland.

Use for information about health

Magazines are used and trusted the most

Conclusions for Marketers:

There are significant variations by country regarding the use of different information sources. Whilst overall people use face to face sources the most, compared to the rest of Europe people in Finland and France are more likely than average to use the internet. In the Czech Republic, France and Germany use of brochures (in pharmacies and doctors) is especially high. Magazines are used universally even in Russia where use of other media is low. To compare the summary by country please click here.