Age matters: physicians using smartphones for professional purposes

Almost all of physicians (93%) under the age 35 use a smartphone for professional purposes, according to current wave data from the Sources & Interactions Study, September 2013 – Medical/Surgical Edition. Older physicians are less likely to use these devices for work; only 60% of physicians over the age of 60 use them. That data-point is still well over half however.

Younger physicians (under the age of 35) use medical apps on smartphones more than their older counterparts, with 79% reporting that they use smartphone apps for diagnostic tools/clinical reference on smartphones and 75% use apps for drug and coding references. When we look at doctors ages 35-44, those percentages drop to 68% and 61% respectively. Further, the study found that those percentages drop more significantly for doctors ages 45-59: 56% use the former and 47% use the latter.

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 22 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 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.

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

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