Who is the Mobile Health Consumer?

by Client Services

The 2015 MARS Consumer Health Study has unique information about mobile health consumers – US adults that have used a smartphone or tablet for health-related activities in the last 30 days. Here's what we we've uncovered about this group:

• 63% female
• Median age is 35
• 53% more likely to be a parent to a child under age 18
• 95% have health insurance

Of the 22 million mobile health consumers who have used health-related apps on a mobile device in the last 6 months, nearly 2 out of 3 have used exercise/fitness apps and 50% have used calorie counter/diet tracker apps. Of these adults, nearly 1 in 3 have used a mobile device to access online-health related information in a healthcare provider’s office/waiting room and almost a quarter have used their device for this purpose in a drug store or pharmacy.

81% of mobile health consumers have exercised 1 or more days in the last week, and 2 out of 3 of these adults always try to eat healthy foods and maintain a balanced diet.

Using data from this study can help agencies and marketers understand ailment sufferers, treatment and how to best reach them. For more information about accessing full study results, contact us here.

The 2015 MARS Consumer Health Study helps the industry make better decisions about how to incorporate online into pharmaceutical and OTC marketing strategies. The MARS Consumer Health Study has updated its methodology to online data collection, while still maintaining an offline component to measure ailments, media consumption and demographics across the entire U.S. adult population.