What You Should Know:
– Digital health is rapidly moving into the mainstream, from Super Bowl commercials to new features in popular consumer products. A recent survey reveals that 58% of Americans used virtual care in the past year, although this represents a slight decrease (5 percentage points) compared to 2023. Wearable devices and connected devices are also increasingly common, with 53% of consumers owning at least one, and 54% using them to track health metrics digitally.
However, the way people engage with digital health varies significantly across age groups. Rock Health utilized from its 2024 Consumer Adoption of Digital Health Survey to gather insights into how different generations, from Gen Z to the Silent Generation, are using digital health tools and services.
Here ar the key findings from Rock Health’s Analysis by each generation:
Gen Z (ages 18-24): Wellness Explorers
Gen Z grew up during a period of significant change in healthcare and tends to be wary of traditional healthcare providers. Nearly 10% express distrust in health information from providers, a rate significantly higher than older generations. They are also the least willing to share their health data, with 17% preferring not to share it with any stakeholder.
Despite this hesitancy, Gen Z is deeply interested in health and wellness. They are comfortable using technology to explore health-related topics, with 60% using virtual care in the past 12 months. Texting is a particularly popular mode of access, with one-third of Gen Z virtual care users utilizing it. They are also the leading generation in using AI for health-related questions, with 29% using tools like ChatGPT for purposes such as “diagnosing” conditions (18%) and exploring treatment options (16%).
Gen Z prioritizes wellness and is actively using digital and consumer-centric solutions to manage their health. 60% own a smartwatch or connected device, and 64% track at least one health metric digitally, with common metrics including menstruation (36%), weight (23%), and physical activity (20%). They are also early adopters of at-home tests for wellness optimization.
Millennials (ages 25-44): Digital Devotees
Millennials are digital health power users, having come of age during the rise of digital businesses. 68% used virtual care in the past year, exceeding the survey average. They utilize various methods to connect with providers, including phone calls (49%), apps, websites, text (45%), and live video (44%). Virtual care is most often used for primary care (29%), mental healthcare (25%), and general wellness (24%).
Millennials lead in ownership of wearables and connected devices (66%), including smartwatches (44%) and smart rings (10%). They also purchase devices like smart scales (15%), connected blood pressure cuffs (13%), and continuous glucose monitors (9%) at higher rates than older generations. 11% have used at-home fertility testing services.
Millennials are less likely to have long-term relationships with a primary provider, which may influence their willingness to share health data. Only half trust providers with their health data, although they are the most willing generation to trust tech companies with their data (though this is still only 9%).
Gen X (ages 45-64): Virtual Pragmatists
Gen Xers use digital health in a more pragmatic way, often seeking convenience and efficiency. A primary reason for using virtual care is shorter wait times (28%). Their overall virtual care use is slightly below average. Unlike younger generations, Gen Xers often rely on their relationships with healthcare providers and are more likely to use virtual care when recommended by a provider. Over 70% of those using virtual care do so through their provider, and 71% are comfortable sharing health data with providers. However, some Gen Xers still prefer in-person visits.
Gen X faces increasing health needs, and while they are tracking their health, they don’t always do so digitally. They are less likely than Millennials to track health metrics digitally, with nearly half still using analog methods. This is partly due to lower device ownership, with only half owning a wearable or connected device, compared to 66% of Millennials.
Baby Boomers (ages 65-74): Medical Managers
Baby Boomers, many of whom are now eligible for Medicare, are increasingly adopting digital health tools. Nearly half (48%) used virtual care in the past year, and 36% own a smartwatch or connected device. Medication management is a key focus for this generation, with the majority (87%) taking at least one prescription medication and almost half (47%) taking more than four. Many Boomers track their medications (55%) and blood pressure (47%), though this is often done using analog methods. A majority (52%) also utilize medication delivery services.
Boomers are generally open to sharing data with healthcare providers, pharmacists, and health systems, with 93% willing to share with at least one of these stakeholders. However, nearly half are unwilling to share data with insurers.
The Silent Generation (age 75+): Care Collaborators
The Silent Generation manages complex care, often with the assistance of caregivers, and tracks health metrics more than any other generation (88%). While many still use analog methods, 35% track at least one health metric digitally. Over 2 in 5 (41%) used virtual care in the past 12 months. While some are uncomfortable with virtual care, others are using newer modalities, with almost as many connecting via app, text messaging, or website (23%) as via phone call (24%).
The Silent Generation trusts legacy healthcare providers and readily shares data with them (90%), expecting it to be used to coordinate and improve their care.
76% “completely trust” the information they receive from clinicians. However, they are hesitant to share their health data with tech companies (97% are unwilling).
For more information, visit https://rockhealth.com/insights/screenagers-to-silver-surfers-how-each-generation-clicks-with-care/
