This week's edition of The Score examines consumer activity at health-related websites.

Over the past several years, the internet has become one of most heavily used sources of health information in the world. Because of the fluid nature and sheer amount of health information, the internet is a very natural vehicle to deliver this content. 

In September 2005, Health sites saw 61.3 million unique visitors, according to comScore Media Metrix. Before going to a doctor, consumers are likely to turn to a health website to find some background on their symptoms. The internet also offers confidentiality for consumers to explore health topics they may not feel comfortable discussing in person with a professional. 

Key measures of the online health audience include:

• Health sites saw an 18-percent increase in visitation from September 2004.
• The WebMD Health Network held the top spot among all health sites with 13.8 million unique visitors. This network is comprised of the WebMD site and AOL Health. Since September 2004, WebMD has enjoyed a 70-percent increase in site visitation. 
• Females tend to visit Health sites more often than men, especially among specific age groups. Women between the ages of 45-54 were 30 percent more likely than the average internet user to visit a health site in September 2005. The most likely group of men to visit health sites were those between the ages of 55 and 64.  
• Those who purchase health products online are also avid consumers of other goods and services online. They seek CPG products (Pepsi, Avon), discounts (Overstock.com, Coupons.com), media (PeoplePC, Columbia House, Comcast), and information (WhitePages, UPromise), all of which presents advertisers with numerous online campaign possibilities.

*Composition Index represents the proportion of the given group within a specific site audience, compared to the proportion of that group in the total online population. A composition index of 100 represents parity.