A recent survey says that young people -- the most tech-savvy of all segments of the population -- are also the least receptive of digital health products and services.
The young segment of the population -- including the millennials -- is the most tech-savvy among us. But this does not necessarily mean they are the most receptive to digital health technologies and services.
In fact, a recent survey by Parks Associates indicates that the indifference of the young toward their health is greater than their love of new technology. Even though they may have the latest gadgets, or the first to be exposed to consumer health apps, they are unlikely to use technology to improve their wellbeing. Just 28 percent of them searched for online health information in the last 12 months.
While the young segment’s low regard for health is hardly surprising, the findings show that this segment may not be the best consumers for digital health companies to target. Instead, companies ought to have in mind other segments of the population when designing, making, and marketing their products.
“The market for health solutions and digital heath devices is different from any other CE or tech service market, and companies must be mindful of the differences if they are to succeed,” Harry Wang, Director, Health & Mobile Product Research, Parks Associates, said in a statement reported on Yahoo Finance. “The traditional early adopters for CE devices show little interest in health devices. Instead, the Healthy and Engaged consumer segment, with an average age of 40 years old, offers the greatest market potential for digital health products and services. These consumers regularly exercise, watch their diet, and have higher incomes, on average.”
According to the survey -- which asked 2,500 U.S. broadband heads-of-household about their health habits, lifestyles and personal health conditions -- there are four types of digital health consumers. They comprise roughly a quarter each of the whole survey population.
The report Digital Health Consumers: A Lifestyle and Technology Segmentation says 26 percent of digital health consumers are healthy and engaged, 25 percent are challenged and mindful, 28 percent are unhealthy and in denial, and 21 percent are young and indifferent.
A breakdown and description of each segment, as per Parks Associates:
Healthy and Engaged - Health conscious, don't have chronic health problem
* Regularly exercise and eat fresh fruits and vegetables.
* Have higher incomes, on average.
* Greatest market potential for digital health products and services.
Challenged but Mindful - Health conscious, have chronic health problem
* Regularly exercise and eat fresh fruits and vegetables.
* Older consumer segment; unlikely to have children in the home.
* Second-greatest market potential for digital health products and services.
Unhealthy and In Denial - Not health conscious, have chronic health problem
* Lower income levels, on average; Likely to live in the Midwest and South.
* Do not habitually exercise or eat fresh fruits and vegetables.
* Third-greatest market potential for digital health products and services.
Young and Indifferent - Not health conscious, don't have chronic health problem
* Youngest segment; low-income levels; least likely to be married.
* Healthy but do not habitually exercise or eat fresh fruits and vegetables.
* Express the most enthusiasm for technology products and services.
* Lowest market potential for digital health products and services.
“Health consciousness, defined as active effort to maintain good health, is the key predictor of consumer demand,” Wang said in his statement. “Device manufacturers, industry players, and service providers looking to engage consumers in healthcare solutions cannot simply replicate tactics and strategies used for other types of CE devices. They need to design their strategies to raise health consciousness among consumers by emphasizing ease of use and the potential health benefits that come with adoption and usage of their particular solutions.”
The details of the survey will be discussed on September 4-5 in San Diego during the Connected Health Summit: Engaging Consumers event for digital health innovators, providers and marketers.
Some companies in the digital health space churn out hip, flashy and trendy products with poor functionality, just to attract the young demographic and others who may be more concerned about product design above all else. The survey suggests shifting strategies and make products that combine both style and substance -- something that actually helps consumers who are in most need to improve their health.
