dLife Continues to Dominate Among the Diabetes Community Online

Jul 08, 2010, 10:21 ET from dLife

According to comScore, dLife continues to reach the largest group of diabetes consumers online, plus the audience is more engaged, consumes more information and connects to branded advertiser sites at 10 times the rate versus other health sites.

WESTPORT, Conn., July 8 /PRNewswire-USNewswire/ -- In a custom study that benchmarked performance for top health websites, dLife.com, the world's largest online diabetes community with more than 1 million visitors every month(1), now accounts for more than 50 percent of the diabetes traffic to any condition center on a health site or portal. The next closest competitor, WebMD Diabetes, captures 25 percent.

Diabetes is on the rise in the United States, according to a 2009 U.S. Centers for Disease Control survey. American adults 18 years and older with diabetes had risen to 9 percent in 2009, up from 8.2 percent in 2008 and 5 percent in 1997. With chronic conditions like diabetes increasing, many are turning to the Internet to access information and make informed decisions about treatment and care.

The March 2010 study by the Pew Internet and American Life Project reported people with chronic conditions are more likely than other patients to report their online searches affected treatment decisions, their interactions with their doctors, their ability to cope with their condition, and their dieting and fitness regimen. Also, 75 percent of patients with chronic conditions say the information they found in their last Internet search affected a decision about how to treat an illness or condition.

These findings illustrate the importance of websites like dLife in providing accurate information that assists people in controlling and monitoring their diabetes. Important for advertisers, comScore shows dLife.com generates the highest referral rate from total site visits to advertiser sites. When looking across top diabetes advertisers, dLife.com delivers 10 times the rate versus WebMD, 13 times versus EverydayHealth and 75 times versus AOLHealth. For advertisers this equates to less waste, more efficiency and, ultimately, a much better ROI.

Visitors to dLife.com also consume more pages — two to five times more — versus other leading health sites, ostensibly driven by its practical and engaging lifestyle content and tools.

"Data continues to confirm that it's not just putting information on the Web, but about offering a more engaging, relevant and enriching experience. Not only do more qualified and active consumers come to visit, they will stay longer and come more often. Other studies tell us that consumers trust dLife which casts a bright halo on the brands which advertise here," dLife CEO and founder Howard Steinberg says.

(1) Google Analytics Q1 2010

About dLife - For Your Diabetes Life

dLife is the only multimedia network serving the diabetes community. Its award-winning media outlets include dLifeTV, the only lifestyle TV series for people with diabetes, airing every Sunday on CNBC (7 p.m. ET, 4 p.m. PT); dLife.com, the leading online destination for diabetes information, inspiration, and connection, featuring more than 9,000 recipes, 400 videos, and 80,000 pages of content; and other consumer and professional programs to inform, inspire and connect people with diabetes and those who care for them every day. For more information, please visit www.dLife.com.

About comScore, Inc.

comScore, Inc. is a global leader in measuring the digital world and preferred source of digital marketing intelligence. comScore helps its clients better understand, leverage and profit from the rapidly evolving digital marketing landscape by providing solutions in the measurement and evaluation of online audiences, advertising effectiveness, social media, search, video, mobile, e-commerce , and a broad variety of other emerging forms of digital behavior. comScore's capabilities are based on a global panel of approximately 2 million Internet users who have given comScore explicit permission to confidentially capture their browsing and purchase behavior. These data can also be combined with census-level Web site or telecom carrier data to provide the most comprehensive and unified measurement of digital activity. comScore's recent acquisition of ARSgroup adds one of the industry's most validated measurement of the persuasive power of advertising in TV and multi-media campaigns. comScore services are used by more than 1,300 clients around the world, including global leaders such as AOL, Baidu, BBC, Best Buy, Carat, Deutsche Bank, ESPN, Facebook, France Telecom, Financial Times, Fox, Microsoft, MediaCorp, Nestle, Starcom, Terra Networks, Universal McCann, Verizon Services Group, ViaMichelin and Yahoo!. For more information, please visit www.comScore.com.