5 facts for marketers about adults with dry skin/eczema

37 million adults say they have or had dry skin/eczema in the last 12 months, according to the 2015 MARS Consumer Health Study. Of the 18 million adults who have been professionally diagnosed with dry skin/eczema/rosacea, 44% are treating it with a non-prescription product, 43% are treating it with Rx and only 10% are not treating this condition.

Here are five insights into how this group of adults with dry skin/eczema/rosacea differ from the general U.S. population.

  1. This group of adults is 45% more likely to read epicurean magazines in print and 38% more likely to read parent/child magazines in print, which may be due to the fact that more than 1 in 3 adults with dry skin/eczema/rosacea are a parent to a child under 18.
  2. This group of adults is 57% more likely to watch television on a tablet and 35% more likely to use a streaming device for watching TV/video or movie programming.
  3. Adults with dry skin/eczema/rosacea who have watched TV in the last 7 days are 63% more likely to watch day animation/cartoon television programs and 57% more likely to watch news magazine programs, such as 60 Minutes.
  4. These adults are 93% more likely to say they used the Internet in the last 30 days for reading reviews of doctors or other healthcare professionals and 79% more likely to have used the Internet to look for healthy recipes or other healthy lifestyle information.
  5. 44% of these adults enjoy reading books and 35% like fine dining/eating out.

Using data from this study can help agencies and marketers understand ailment sufferers, treatment and how to best reach them. For more information about accessing full study results, contact us here.

The 2015 MARS Consumer Health Study is the only dedicated, syndicated research in the healthcare industry that ties ailments, pharma brands, attitudes about healthcare and many other data points to consumers’ media consumption habits.

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