Physicians in Europe who Own an iPad Spend More than One-Quarter of Online Time on the Device

New Taking the Pulse® Europe study of European physician digital trends indicates strong interest among iPad owners in using device for professional functions

February 14, 2012, New York, NY – Online European physicians who own an iPad spend 27 percent of their professional online time on this device, according to the new Taking the Pulse® Europe study from pharmaceutical and healthcare market research company Manhattan Research. Additionally, this audience relies on desktops and laptops for 55 percent of their professional Internet use, with the remaining 18 percent of access time occurring on smartphones. Taking the Pulse® Europe explores how physicians in Europe use digital channels for clinical purposes, pharma communication, and patient interaction. The study was fielded online among 1,207 practicing physicians in Germany, France, Spain, Italy, and the United Kingdom in Q4 2011.

Twenty-six percent of online European physicians own an iPad, with an additional 40 percent reporting they plan to purchase one within the next six months. iPad owners primarily use their devices to look up information, browse articles, and watch videos. Overall, physicians show significant interest in using iPads to manage and educate their patients.

“We discovered that iPad-owning physicians spend an impressive 27 percent of their professional online time on the device, likely replacing desktop time and probably some offline media time too,” said Christina Anthogalidis, Principal Analyst at Manhattan Research. “Use of these devices at the point-of-care to educate patients and manage records is also promising at this stage.”


Download our Data Snapshot

If you would like to download a complimentary data snapshot of key trends among European physicians, please visit http://manhattanresearch.com/News-and-Events/eHealth-Data-Snapshots/Taking-the-Pulse-Europe-2011-Data-Snapshot.


About Taking the Pulse® Europe 2011

Taking the Pulse® Europe is fielded online annually in Q4 among more than 1,200 physicians. The data can be segmented across a variety of target specialist audiences, including PCPs, pediatricians, cardiologists, oncologists, gastroenterologists and OB/GYNs.

Key topics addressed in the study include:

  • Physician use of smartphones and tablets for professional tasks and patient care
  • Traditional and digital professional channel mix, including search and website behavior
  • Sources and devices used to learn about Rx products and access services from pharma
  • Evolution of professional social media and opportunities for pharma
  • Role of tablets in the rep-physician relationship

For more information, please visit www.manhattanresearch.com/ttpeu.


About Manhattan Research
Manhattan Research, a Decision Resources Group company, conducts annual research studies covering eHealth trends among healthcare professionals and consumers in the Americas, Europe, and Asia. Broad research can be segmented by target specialist and therapeutic audiences. For more information please contact sales@manhattanresearch.com, call 1.888.680.0800, ext 2, or visit www.manhattanresearch.com.


About Decision Resources Group
Decision Resources Group is a cohesive portfolio of companies that offers best-in-class, high-value information and insights on important sectors of the healthcare industry. Clients rely on this analysis and data to make informed decisions. Please visit Decision Resources Group at www.DecisionResourcesGroup.com.

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For more information, contact:
 
Stephanie Cooper
Manhattan Research
212-255-1368
scooper@manhattanresearch.com
 
 
 


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