Doctors are more likely to use tablets over smartphones to read medical publications

More than one in four physicians uses a tablet to read articles from medical publications, according to the Sources & Interactions Study, September 2013: Medical/Surgical Edition.

About 51% of physicians say that they use a tablet device for professional purposes, according to current wave data from the study. The current wave data also found that 49% of doctors say they use a tablet for personal and professional purposes, 19% for personal use only and 2% only for professional purposes.

Overall, more doctors are using smartphones for professional purposes than tablets, but there are a small number of tasks that they are more likely to perform on a tablet. For example, 28% of all doctors use tablets to read articles from medical publications vs. 21% on a smartphone. Further, 16% of doctors use their tablets to access medically oriented webcasts/podcasts vs. 12% via a smartphone.

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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