1 in 4 doctors use tablets to read medical publications

What professional tasks are doctors performing on their tablet devices? The most commonly performed professional tasks on tablets by all physicians surveyed are access Internet and use email, according to the Kantar Media Sources & Interactions Study: March 2013 Medical/Surgical Edition. Of the 25 professional tasks listed in the study, the following are the tasks which the highest percentage of doctors says they perform on a tablet device.

About 47% of all physicians surveyed say that they use a tablet device for professional purposes. The study also found that 45% of doctors say they use a tablet for personal and professional purposes, 16% for personal use only and 2% only for professional purposes.

Overall, more doctors are using smartphones for professional purposes than tablets, but there are a few tasks that they are more likely to perform on a tablet as opposed to a smartphone. For example, 24% of all doctors use tablets to read articles from medical publications vs. 18% on a smartphone.

The Sources & Interactions™ Study is a detailed examination of doctors’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, convention and more. The study is conducted every six months and targets more than 3,000 physicians annually across 21 specialties, exploring their media preferences and habits. Sources & Interactions was designed to help manufacturers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians (and other healthcare professionals’) information inventory.

If you need specialty-specific data, let us know. We study physician media behaviors and preferences annually across 21 specialties.



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