Who is the Mobile Healthcare Market?

by Jayne Krahn

Half of the U.S. population now own a smartphone, according to Kantar Media’s 2013 MARS OTC/DTC Study. That includes 70% of 18-34 year olds and about 40% of adults 35 years and older.

But it’s that 18-34 age range that really makes up the mobile healthcare market. Here’s why.

This age group is:

• 83% more likely to look for health-related info on their smartphones
• 75% more likely to track health/exercise/diet on their smartphones
• 71% more likely to access mobile coupons on their smartphones
• 57% more likely to scan QR codes on their smartphones

These tech-savvy smartphone owners are treating their ailments with OTC (62%) and Rx (44%).

For more information about accessing full study results, contact us here.

Kantar Media’s MARS OTC/DTC Study helps agencies, marketers and media make better healthcare media and marketing decisions. It ties multimedia consumption to medical ailments, pharma brands, attitudes and opinions about healthcare and many other data points. A large sample of about 20,000 respondents provides stable and reliable information across categories and brands. Gain insights into category and product usage for 500+ OTC and Rx remedies, detailed information for 70 health conditions, including treatment options and much more.