Generational Series Part 3: Examining Magazines and Online Media to Reach Different Age Groups of Allergy Sufferers

According to Kantar Media’s 2016 MARS Consumer Health Study, there are some key generational differences among U.S. adults who have experienced allergies in the past year in terms of how they consume media. In the final part our three-part series, we’ll focus on media platforms and explore how to effectively connect with allergy sufferers based on their age cohort. Part two of the series can be viewed here.

Media Consumption Snapshot

Nearly half of all allergy sufferers are heavy consumers of magazines and online media. As one would expect, older allergy sufferers are heavier consumers of traditional media (newspapers and television) and younger sufferers are heavy digital media consumers (Internet).

Media Consumption Allergy Sufferers

For the remainder of this post, we’ll focus on a few ways to reach generational groups of allergy sufferers through magazines and online media channels specifically.


Various age segments of allergy sufferers gravitate their preferences toward different online sources of healthcare information:

The online behavior of allergy sufferers can be quite distinct by age group as well. Millennial allergy sufferers using the Internet for health and wellness appear more focused on whole body treatment (e.g., diet, exercise, alternative medications, etc.). Alternatively, older sufferers appear to go online more for treatment needs (e.g., purchase medications, look for information about treatment centers).



Top Printed/Digital Magazine Genres – Allergy sufferers consume a wide range of magazine genres. Many of them are reading General and Women’s magazines. However, older sufferers (Gen X and Baby Boomers) read more health-related content than the average sufferer. Millennials are more likely to read News and Newsweekly content.

Print Digital Allergy Sufferers 

Magazines & Health

Half of total allergy sufferers (1 in 2) value magazines as a source of healthcare information. Generation X sufferers are more likely than other generational groups to value magazines as a source of healthcare information; particularly, magazine ads and articles.

Kantar Media’s 2016 MARS Consumer Health Study is a trusted information source for reaching different patient groups and uncovering deep consumer insights. It provides stable and reliable media and healthcare data that is projectable to the U.S. population to better meet the needs of agencies, marketers, healthcare facilities, insurers and media companies. The study contains detailed information among U.S. adults including online and offline media usage for 100+ consumer magazines, newspapers and health-related publications as well as TV, radio, and internet usage.

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