How does physician tablet usage vary by age group?

physician tablet use by age group Kantar Media

In the most recent Sources & Interactions Study (the March 2015 Medical/Surgical Edition), we asked physicians whether they use a tablet, and to what extent they use a tablet for professional or personal use.

Perhaps unsurprisingly, tablet usage overall correlates to a physician’s age. Tablet usage decreases from 85% of physicians under 35 to nearly two-thirds (64%) of physicians older than 65.

Our data seems to indicate that, while general tablet adoption has increased, the majority of tablet time is for personal use. Across all age groups, no less than 96% of physicians that use a tablet use them for at least some personal activities.

When it comes to professional use, physicians older than 50 are more likely to use a tablet for professional use only (4%, compared to only 2% of doctors 35-49 and none under 35).

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 22 specialties, exploring their media preferences and habits. Sources & Interactions helps marketers 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.




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