• by Jack Loechner , Staff Writer @mp_research, September 4, 2009

According to a new study on Teen Health Perceptions from the Scarborough Kids Internet Panel, 63% of teens go to their parents/guardians for information about health and nutrition. 50% turn to the Internet.

Steve Seraita, executive vice president, Scarborough Research, says "... the study shows that despite the digital age we live in, teens still turn to their parents for advice. Healthcare social marketing efforts can have greater impact if parents are targeted along with teens... "

68% of 13-15 year-olds cite their parents as the source they turn to with their health and nutrition questions, versus 45% of 16-17 year-olds. When teens reach the age of 16, however, the Internet trumps parents as the source for health information. Fifty-eight percent of teens ages 16 and up go online for health information, versus 45% of those ages 15 and under.

92% of teens say health and a healthy lifestyle is "extremely or somewhat important" in their lives. The study found that the majority of teens give themselves good health grades:

• 76% of teens give themselves B- or higher on their "healthy report card."
• Overall, boys give themselves better health grades than do girls
• 13-15 year olds give themselves a better grade than 16 year-olds

There is a positive correlation between grade and importance. As the importance of healthy lifestyle increases so do the grades. Teens feel nutrition and exercise are the two pillars of a healthy lifestyle.

Teens value an informative product website when making decisions about purchasing health-related products such as vitamins or nutritional supplements. 56% of teens indicated "informative websites" were very or somewhat important to their purchase decision:

• 54% Coach recommendation
• 46% medical website, such as WebMD or MayClinic.com
• 39% endorsed by athletes
• 38% advertising in sports magazines
• 38% bulletin boards or social network websites
• 34% advertising on favorite sports shows

The two best channels for reaching teens with health information are their parents and the Internet. Sixty-three percent of teens said that when they have questions about health and nutrition, they go to their parents/guardians for information. One-half turn to the Internet. Girls are more likely than boys to use either source.

Sources for Health/Nutrition Information

• 63% say Parents/Guardians
• 50% Internet
• 28% Doctor/Nurse
• 28% Teacher/Coach
• 22% Friends
• 19% Health Magazine
• 13% Sibling

When teens were asked how frequently they utilize specific Internet functions to obtain health information or engage with online health content, sports tips/advice and utilizing search engines are their top two Internet uses.

Teens' Online Sources for Health Information (% of Respondents)
How Often Do You...	Frequently	Occasionally	Rarely	Never
Use the Internet to find tips/advice about sports?	16%	40%	18%	27%
Search for information about health/nutrition with a search engine like Google?	14%	42%	20%	24%
Visited a health site like WebMD, MayoClinic.com or Familydoctor.org?	12%	36%	21%	31%
Discuss health or nutrition with people on websites like Myspace or Facebook?	12%	28%	19%	41%
Read health/nutrition related blogs?	10%	37%	20%	34%
Forward information about health/nutrition you find on the Internet to other people?	8%	29%	21%	41%
Participate in discussions on health/nutrition bulletin boards?	8%	27%	19%	46%
Download or listen to a health/nutrition related podcasts ?	8%	26%	19%	48%
Source: Scarborough Teen Health Perceptions Study (SKIP), August 2009

The Scarborough Kids Internet Panel report concludes by saying that the study shows that teens place stock in healthy activities and nutrition as part of their lifestyle. Given that many of today's teen consumers are trendsetters, marketers can take advantage in establishing a persona now that could lead to lifetime loyal customers.

The full report is available for download free of charge here.