Almost half of doctors now use tablets
According to data from the current wave of
Kantar Media’s Sources & Interactions Study, March 2013 – Medical/Surgical Edition
, almost half of the physicians surveyed use tablets for professional purposes. The study also found that 45% of doctors say they use a tablet for personal and professional purposes, 16% for personal use only and 2% only for professional purposes.
Trend data shows that professional use of tablets has increased at roughly 10 percentage points every six months since the devices were introduced in 2010, for the physician population as a whole.
There’s a wide range in tablet adoption by physician specialty, with a few specialties showing penetration in the low 20% range, and others with close to 60%. Variations by age, on the other hand, are minor, except for the 60+ year old segment whose tablet adoption falls in the mid-30% range.
The study also found that 42% of physicians use both a smartphone and a tablet for professional purposes while 34% responded that they used both for work reasons in September 2012.
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.