How Physicians Use Digital Technology
Since 2009, the way physicians use digital devices and consume online media has seen major changes. While only half of physicians used a personal digital assistant (PDA) for professional purposes three years ago, now almost three in four use a smartphone.
Most physicians use a smartphone professionally, and 1/3 have already incorporated a tablet into their professional routine. Unsurprisingly, accessing the Web and checking email are the number one and two activities of physicians on these devices. But that's not all. More physicians are starting to use their smartphones to reference drug data (40%), find/perform clinical calculations (36%), make prescribing decisions (30%) and research general medical issues/topics (24%). Among tablet users, reading articles from medical journals, and researching general medical topics tops the list of other activities.
Kantar Media clients can access these insights and more from the Sources & Interactions Study. The study is conducted every six months and surveys more than 3,000 physicians annually across 21 specialties, as well as Pharmacists, NP's/PA's, Eyecare and Dental professionals, and others, exploring their media preferences and habits.
Comments