Which ailment sufferers are more likely to watch live tv?
Suffer from migraine headaches? According to the 2014 MARS Consumer Health Study, that means you’re more likely to watch TV programming on a DVR. Currently, 76% of adults (180 million) watch live television. Further, almost all (85%) osteoporosis sufferers watch TV live and they are 12% more likely to watch live TV than all adults. We also found that adults with low testosterone are 9% more likely to watch live TV as well. The correlation between these ailments and the likeliness to watch live TV may be due to older adults being more likely to suffer from these ailments and consume traditional forms of media.
When we look at streaming TV, which is watched by 31% of all adults, we find that 57% of adults with ADD/ADHD stream programming and they are 83% more likely than all adults to do so. Adults with menstrual cramps are also more likely to watch streaming TV - 82% more likely, in fact. Younger adults often suffer from these ailments more so than older adults, so that may come into consideration as to why these ailments index higher.
We also examined digital multitasking, using a digital device while also watching TV programming. It's currently done by almost a fourth of all adults and most of the ailments that index high for it are common among younger adults. For example, 38% of adults suffering from adult acne take part in digital multi-tasking along with 35% of adults with anxiety/social disorders. It may be of little surprise that adults with ADD/ADHD are more than twice as likely as all adults to multi-task with digital device while watching TV.
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.