Tablets as tools for healthcare in 2014

There are currently 86 million adults who own/use tablet devices in the U.S., according to the 2014 MARS Consumer Health Study. Unsurprisingly, 71% of device owners use tablets to access email, 56% use it watch video clips and 48% use it to catch up or post on social networks. But what actions are they taking related to their health?

We found that almost a third of tablet owners/users have used the device to look for information on a health condition, 18% have looked for information about healthy lifestyles and 12% have looked for a doctor. We also found that tablet users are more likely than smartphone users to consume media on their devices (i.e. reading a digital issue or app of a mag/newspaper or watch TV). Furthermore, compared to the total internet population, tablet owners/users are more likely to look for healthcare information on Weight Watchers (136 index), Pinterest (136 index) and WebMD (129 index).

Kantar Media’s MARS Consumer Health Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.

Search article