51% of doctors use a tablet device for professional purposes, according to the Sources & Interactions Study, September 2013: Medical/Surgical Edition. The study finds that while more doctors are using smartphones in the healthcare setting, there are specific tasks they are more likely to perform on a tablet.
According to the study, the six most commonly performed tasks by doctors on tablets include:
- Accessing the Internet
- Checking email
- Reading articles from medical publications (28 percent)
- Researching general medical issues/topics
- Research specific clinical situations
- Reading abstracts
Background
The Sources & Interactions™ Study is a detailed examination of doctors’ online and mobile activities, e-detailing experience, and exposure to (and evaluation of) information sources including traditional and emerging media, pharma reps, CME, convention and more. The study is conducted every six months and targets more than 3,000 physicians annually across 22 specialties, exploring their media preferences and habits. Sources & Interactions was designed to help marketers and their agencies cost-effectively allocate resources to their overall promotional mix, and provide publishers with specific insight about where their offerings fit into physicians (and other healthcare professionals’) information inventory.e-more-likely-to-use-tablets-over-smartphones-to-read-medical-publications
For more information, visit http://www.kantarmedia-healthcare.com/
