Who is the Mobile Health Consumer?
As more healthcare and pharma marketers are trying to optimize their mobile strategies to reach their target group of consumers, it’s first critical to get a handle around what the average mobile consumer looks like.
According to the MARS OBS Study, mobile health consumers are:
- 55% female
- 48% 18-34 (vs. 34% of total online population)
- 47% parents of children under 18 (vs. 38% of total online population)
- More actively engaged in their health: 7.2 million have asked for specific branded medication from their doctor to treat a condition in the last 12 months
- Smartphone users are 36% more likely than general population
- All mobile users are 24% more likely than general population
Further, users of smartphone/tablet for health are more likely to research health online for these reasons:
- In preparation for a doctor’s appointment
- To read reviews or ratings about doctors
- To read posts or stories from those with similar issues
- To learn about anti-aging procedures or products
Both smartphone users and tablet users of health are very social: they’re over 40% more likely to visit and/or join health and wellness groups on social networking sites. They also tend to post comments to message boards, forums, or blogs about health, subscribe to or watch health-related vlogs, and create/upload videos. They’re less likely to click on interactive ads about medications, products, and services (especially true for tablet users) or participate in support groups.
The MARS 2013 Online Behavior Study is a valuable tool in assisting healthcare marketers and agencies make better decisions on how to incorporate online into traditional Rx & OTC marketing and media strategies. The MARS Online Behavior Study is fielded as a re-contact among the MARS OTC/DTC Study respondents who access the Internet.
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