How physicians consume medical journals
As part of the Sources & Interactions Study, Kantar Media surveyed nearly 1,600 physicians in 21 specialties to gather insight into their media consumption habits and which media succeed at capturing their attention. We asked which versions of the most recent issue of medical journals they've read, explored whether they prefer print, online, or other digital formats.
Results for the 2012 survey revealed that 90% of physician respondents read current issues of medical journals in print, while 31% read digital reproductions, 21% from the publication's website, 11% from a tablet application, and 10% from a smartphone application.
As you might expect, younger physicians are more likely to access articles digitally (for example, 50% of those under 35 read digital reproductions).
Key opinion leaders skewed more toward digital reproductions (58% vs 31% among all specialties) and showed the highest percentage of tablet usage for reading current medical journals at 22% (double the percentage noted for all specialties).
For more information, check out our insights report.
Source: Kantar Media Sources & Interactions Study September 2012 – Medical/Surgical Edition