New Taking the Pulse® U.S. v11.0 study of physician digital trends indicates iPhone and iPad driving steep mobile device adoption in the U.S. physician market
May 4, 2011, New York, NY – Seventy-five percent of U.S. physicians own some form of Apple device, such as an iPhone, iPad or iPod, according to the new Taking the Pulse® U.S. v11.0 study from pharmaceutical and healthcare market research company Manhattan Research. This year’s study of physician digital adoption trends includes a focus on the iPad and other tablets, professional activities across multiple screens, electronic health records and online patient-physician communication.
The iPhone surged to dominate the physician smartphone market in 2011 as the number one smartphone platform used by physicians in the U.S. “Despite the success of the Android platform in the overall consumer market, physicians are flocking to the iPhone as their smartphone of choice,” said Meredith Ressi, president of Manhattan Research. Smartphone penetration among physicians exceeded Manhattan Research analysts’ previous forecasts to reach 81 percent this year.
Just one year after the iPad first hit the market, adoption has reached 30 percent of U.S. physicians and an additional 28 percent plan to purchase an iPad within the next six months. “Physicians’ response to the iPad has been overwhelmingly positive, especially for use in the practice setting,” Ressi said. “Physicians also express strong interest in being able to access electronic medical records through the iPad – as more EMR providers offer this ability, iPad accessibility may be a deciding factor for some practices when selecting an EMR provider.”
Manhattan Research is currently fielding a second study to examine physicians’ impressions of pharmaceutical sales reps and medical device reps using iPads during their in-office details. ePharma Physician® v11.0 and Digital MedTech Physician™ studies will be released in the summer of 2011.
Upcoming Webinar! Digital Docs around the Globe – Monday, May 16 at 11am EST
On May 16, Meredith Ressi will be presenting a webinar highlighting Manhattan Research’s Taking the Pulse® Global Series covering 15 countries in the Americas, Europe and Asia – with new markets for 2011 including Brazil, Mexico, Russia and Canada. For more information about the webinar and to register, please visit https://www2.gotomeeting.com/register/289817315.
About Taking the Pulse® U.S. v11.0
Taking the Pulse® U.S. is Manhattan Research’s annual market research study and syndicated advisory service focused on how U.S. physicians use the Internet, digital media, mobile devices and other technologies for professional purposes and patient interaction. Taking the Pulse® U.S. v11.0 was fielded online and on the phone among 2,041 U.S. practicing physicians in Q1 2011. The data can be segmented across a variety of target specialist audiences, including PCPs, pediatricians, cardiologists, oncologists, gastroenterologists and OB/GYNs. For more information, please visit www.manhattanresearch.com/ttp.