Age breakdown: physicians using tablets for professional purposes

Younger doctors are more likely to use tablets for professional purposes, according to data from Kantar Media’s Sources & Interactions Study, March 2013 – Medical/Surgical Edition. More than half of doctors ages 35-44 use tablets for work reasons versus only 36% of doctors ages 60 and above.


Percentage that Uses Tablet for Professional Purposes


March 2013

September 2012

Under 35












Even though younger doctors show higher percentages overall, every age group did show increases in tablet usage for professional purposes.

When it comes to using tablet apps for professional purposes, physicians ages 35-44 are the most likely to use a variety of apps. Among physicians in this age group, 30% use apps for diagnostic tools/clinical reference and 42% use tablet apps for medical journals/newspapers/magazines.

Kantar Media’s Sources & Interactions™ Studies offer a detailed examination of healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more. The Medical/Surgical edition, conducted every six months, reports on the media preferences and habits of more than 3,000 physicians across 21 specialties; annual studies provide similar perspective on Pharmacy, NP/PA, Eyecare, Dental, Radiology, Managed Care, and Hospital C-Suite audiences. 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.

To find out more about the study and specialty-specific data, let us know.

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