Young Adults Make Up the Mobile Healthcare Market

by Jayne Krahn

More than half (59%) of the U.S. population now owns a smartphone, according to Kantar Media’s 2014 MARS Consumer Health Study. That includes almost all (80%) of 18-34 year-olds and 50% of adults 35 years and older – both up 10% year-over-year

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

This age group is 85% more likely to look for health-related info on their smartphones. This includes looking for a doctor, looking for information on a health condition, looking for information about healthy lifestyles, tracking their diet/exercise/vital signs, shopping for health or medical products, and refilling a prescription. Specifically, they are:

• 130% more likely to look for information on a health condition on their smartphones
• 118% more likely to track diet/exercise/vital signs on their smartphones
• 97% more likely to look for a doctor on their smartphones
• 91% more likely to access mobile coupons on their smartphones
• 69% more likely to scan QR codes on their smartphones

This age group is also 52% more likely to use OTC to treat their ailments.

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.

Kantar Media’s MARS Consumer Health 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.