Consumer use of digital for health is growing

According to Kantar Media’s 2018 MARS Consumer Health Study of U.S. adults, internet use for health information is vast and growing; 8 in 10 adults say they use the internet for health and wellness purposes, an increase of 13% since 2015.

Nearly half (49%) of consumers turn to the internet first when searching for health and wellness information. In just three years, the use of a smartphone to research or read reviews of medications or treatments has more than doubled from 10.7 million in 2015 to 22.9 million in 2018, an increase of 114%.

When researching health topics, online information sources are prevalent and especially valuable to ailment sufferers.

Nearly 7 out of every 10 diagnosed adults see health information websites and search engine results as valuable sources of information.

Mobile adoption creates more access to health information

85% of consumers own or use a smartphone and 50% own or use a tablet. 86% of their time spent online is with a mobile device, therefore they are being exposed to more health-related information and advertising.

Being exposed to digital and mobile health advertising prompts action

Two in five ailment sufferers have seen or heard healthcare advertising on the internet or on a mobile device within the last year.

Exposure to healthcare advertising drives patients to take action, especially after seeing an ad online or on a mobile device; they are reminded to refill an Rx, take their medication and contact their doctor for an appointment. Digital healthcare ads help with patient compliancy. 


To learn more about the MARS Consumer Health study, patient groups, treatment, media usage, health attitudes, behaviors and much more please stay tuned for our next blog post or contact us directly for additional information.

About the study

Kantar Media’s MARS Consumer Health Study is a trusted information source for reaching different patient groups and uncovering deep consumer insights. It provides stable and reliable media and healthcare data that is projectable to the U.S. population to better meet the needs of agencies, marketers, healthcare facilities, insurers and media companies. The study contains detailed information among U.S. adults including online and offline media usage for 100+ consumer magazines, newspapers and health-related publications as well as TV, radio, and internet usage.

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