from www.comscore.com
Image: Fairlady

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.

"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 organise 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% being open to the idea. These insights confirm the already popular industry trend toward more online health discussion.

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 9% 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%) and inconvenience (42%).

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.

"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.

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