Age Matters: Physicians Using Smartphones for Professional Purposes
More physicians under the age of 45 use a smartphone for professional purposes compared with physicians who are older, according to data from Kantar Media’s Sources & Interactions Study, March 2013 – Medical/Surgical Edition.
Younger physicians (under the age of 35) use medical apps on smartphones more than their older counterparts, with 74% reporting that they use apps for diagnostic tools/clinical reference on smartphones and 68% using apps for drug and coding references. When we look at doctors ages 35-44, those percentages drop to 66% and 55% respectively. Further, the study found that those percentages drop more significantly for doctors ages 45-59: 47% use the former and 43% use the latter.
Kantar Media’s Sources & Interactions™ Studies offer a detailed examination of healthcare professionals’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, conventions and more. The Medical/Surgical edition, conducted every six months, reports on the media preferences and habits of more than 3,000 physicians across 21 specialties; annual studies provide similar perspective on Pharmacy, NP/PA, Eyecare, Dental, Radiology, Managed Care, and Hospital C-Suite audiences. Sources & Interactions was designed to help manufacturers 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.
To find out more about the study and specialty-specific data, let us know.
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