Pharma insight on digital marketing, social media, mobile apps, online video, websites and interactive healthcare tools
by Dominic Tyer
Public use of iPads and other tablet devices for a broad range of health activity rose sharply over the last year, according to a US study.
After quizzing a sample of US adults between July and September this year, Manhattan Research concluded that total tablet users in the country now stands at 29 million, up from 15 million for the same period last year.
Meanwhile, the number of US adults using mobile phones for health information and tools grew from 61 million in 2011 to 75 million in 2012.
Monique Levy, vice president of research at Manhattan Research, said: "Growing ownership of connected devices and the access to digital health tools and information they provide is helping to drive the broader shift from intermittent to continuous care.
"This trend shows vast potential for changing key dynamics of healthcare delivery, including patient engagement, provider involvement, and how preventive care is incentivised."
The consultants' Cybercitizen Health study also found that, although usage of tablets for health activities tends to be more popular among younger consumers, older consumers who own a tablet device are seeking health resources too.
Nearly half of online consumers aged 55 and older who own or use a tablet are using these devices for health information or tools, Manhattan reported.
When it comes to the use of more than one type of device, Manhattan found a significant portion of people were 'multiscreen health users' who move between devices.
The consultants identified 15 per cent of online consumers as having three devices (tablets, smartphones and desktops/laptops) and using at least one of them for a health activity, while 60 per cent of consumers with three devices use all three screens for online health information and tools.
The Cybercitizen Health US surveyed 8,745 US adults via landline, mobile phone and online in Q3 2012.