• by October 13, 2004

In a report released by Pew Internet & American Life Project study earlier this week, we learned that while one in four Americans spend time online researching prescription medications, a surprising few actually click "purchase."

To date, about 91 million Americans are regular consumers of prescription drugs. While 26 percent of American adults have researched drugs online, only 4 percent have actually felt comfortable enough to purchase them.

Accounting for the small percentage, 62 percent of those surveyed think that ordering online is less safe than visiting their local pharmacy, despite the convenience and usual cost savings. Those with higher household incomes and more Internet experience are the most likely to do so.

The report found that most of the Rx purchasers were quite satisfied by their last contact with an online pharmacy and would use it again. A small percentage noted that an e-mail advertisement (other than one of those unsolicited, in-box clogging sexual health medication e-mails) spurred their last visit to an online pharmacy.

There are indications that Americans could change their minds about the safety factor. The report found that ignorance and mistrust of the online prescription market might be displaced by future research and positive experiences.

-- Jennifer Coleman