Source: AccentHealth [pdf]
Notes: Family and friends are a much larger source of OTC information for Millennials (18-34) than for Gen Xers (35-49) and Baby Boomers (50+), per the study, with word-of-mouth rivaling healthcare practitioners as a resource for the younger generation. By contrast, Baby Boomers – who are the most apt to use OTC drugs – are more likely to rely on product advertising, a result which aligns with prior research on purchase influencers by generation. Overall, healthcare practitioners are the most trusted source of OTC information for each generation.
About the Data: Consumer research was conducted via an online survey with AccentHealth’s Consumer Connections panel. Consumer Connections is a panel of approximately 8,000 viewers who have opted in to participate in research with AccentHealth following exposure to media in the waiting room. The final sample was 914 consumers. Research was conducted in March 2014.