Sources & Interactions Study: Eyecare Edition
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 Eyecare Edition, conducted every year, is designed to profile eyecare professionals’ multimedia use in areas of interest to healthcare publishers and media professionals.
What insights are available?
- Sources of Information Importance & Frequency of Exposure
- Frequency of Internet access
- Time spent using the Internet for professional purposes
- Degree of professional mobile device usage
- Publication versions read
How is data collected?
Data were gathered via mail questionnaires between March 2013 and June 2013 as well as an online survey in June 2013. A portion of the sample received an original mailing in March and a follow-up in April, while the other portion of the sample received an email invitation to an online survey in June.
What's new in 2013?
This year, we’ve expanded our survey to better document how this group of healthcare professionals interacts with digital media.
The “Sources of Information” section was expanded to include a variety of mobile apps, including Diagnostic Tools, Drug Reference and Publication/News Content, as well as professional publication websites.
We also enhanced our mobile device usage section to better understand how eyecare professionals use their smartphones and tablets and how they interact with eyecare publications, newspapers and magazines via smartphone apps, tablet apps, etc.
Study users can see how these behaviors are changing over time, with trend charts for Internet Usage: Mean Weekly Uses & Mean Minutes Per Session (2011-Present) as well as Mobile Device Usage for Professional Purposes: Smartphone (2011-Present) and Tablet (2011-Present).
We included a new question to determine how eyecare professionals are reading current issues of professional journals, through print, digital, website, etc. Further, to show how eyecare professionals are reading professional publications, we now report the different versions (print, website, etc.) as well whether people read Print-Only, Digital-Only, Both Print & Digital, or Neither.
For more information on how you can get full access to this study, contact us here.
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