Mobile Technology among Consumers and Physicians

Mobile technology is continually becoming more important to the healthcare landscape. In this post, we’ll take a topline look at consumers and physicians that are using mobile devices for health-related activities.

Consumers & Mobile

According to the 2016 MARS Consumer Healthcare Study, 98% of U.S. adults own either a smartphone, tablet or computer. Of these adults 23% say they typically use the Internet or go online for health or wellness purposes at least once a week.

Of U.S. adults that have used a computer or mobile device (smartphone or tablet) for health-related activities in the last 30 days:

  • 62% are Female
  • Median age is 38
  • 94% have health insurance
  • 85% have exercised 1 or more days in the last week
  • 54% say they are in excellent or very good health

Physicians & Mobile

When it comes to physicians, Kantar Media’s Sources & Interactions Study, March 2016: Medical/Surgical Edition found that:

  • 77% of physicians use a tablet for either personal or professional purposes and 81% use smartphones for work reasons
  • 54% of doctors find mobile apps drug reference information to be important and report accessing them around 133 times per year
  • 39% of doctors rate mobile apps diagnostic tools to be important and report accessing them about 74 times per year

Wearable Devices

In addition to mobile devices, wearable technology is available to help consumers and physicians track and stay engaged with healthcare data. These devices and applications transmit health data wirelessly. Examples of web-connect monitoring or measurement devices include fitness trackers, glucose monitoring systems, blood pressure monitors, smart scales, etc.

Consumers are open to wearables/web-connected devices but are concerned about the security of their personal health information:

  • 43% of consumers surveyed in the 2016 MARS Consumer Health Study agree a wearable fitness tracker that connects to their mobile device or the internet would make it easier to track their diet and exercise
  • However, 45% of consumers agree with the statement “I am concerned about my personal health and fitness data being securely stored online”

Physicians mainly have positives views of wearable health device usage for their patients.

  • 53% of physicians agree that their patients would be better equipped to maintain and improve their health through the use of mHealth/wearable devices
  • 63% agree that that their patients with chronic conditions would benefit from using mHealth/wearable devices to self-manage monitor their conditions
  • 59% agreed that these devices may be too expensive for many patients

Kantar Media’s Sources & Interactions studies power informed decisions on healthcare professional promotional mix strategy for marketers and agencies, and provide medical publishers and content providers with actionable data on where their offerings fit into healthcare professionals’ information inventory.

The Medical/Surgical edition of the study, conducted every six months and based on input from more than 3,000 physicians across 22 specialties, documents how doctors prefer to learn and keep up to date on medical developments through media, meetings, sales rep interactions and more. Sources and Interactions provides critical insight into how to most effectively engage physicians and reach them with news, educational content and promotional messaging.

The 2016 MARS Consumer Health Study is the only dedicated, syndicated research in the healthcare industry that ties ailments, pharma brands, attitudes about healthcare and many other data points to consumers’ media consumption habits.

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