Almost 3 in 4 doctors use computers to read articles from medical publications

The top two tasks that the majority of doctors perform on their desktop and laptop computers are access the Internet and email, according to the Sources & Interactions Study, September 2013: Medical/Surgical Edition. Beyond those two, we found that 87% of doctors use computers to research general medical issues and topics, while only 31% do the same on their smartphones.

Further, 68% of surveyed physicians use their computers to make prescribing decisions, 73% use them for professional news updates and 71% use them for information on procedures. Although smartphones are becoming more prevalent in the workplace, doctors continue to be more likely to use their computers for all the professional tasks that we study.

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 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.

If you need specialty-specific data, let us know. We study physician media behaviors and preferences annually across 22 specialties.

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