Academy Consumer Analytics
This data source, "Academy Consumer Analytics National Consumer Survey Data: Wearables Health Tech Net October 9, 2015," provides insights on the usage and trends related to wearables in health technology. It contains valuable information that can be used for research, marketing, and planning in the tech and healthcare industries. By analyzing this data, one can uncover patterns, preferences, and behaviors of consumers regarding wearable health technology devices.
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Academy Consumer Analytics National Consumer Survey Data: Wearables Health TechNet October 9, 2015
The Health Management Academy Peer Learning 14 Executive Forums (CEO, CFO, COO, etc.) Trustee Institute Collaboratives Research Health System Consumer Analytics Health Policy Leadership Development Academy-GE Fellowship Program (CEO, CFO, CMO, CNO) Physician Leadership Program The Academy 2
Academy Consumer Analytics Background Motivation: ACA Consolidation Evolving payment models - HDHPs and Defined Contribution plans Changing patient access points Purpose: Guide health systems in their strategic decision-making related to consumers Methods: Qualitative Research (e.g., focus groups) Quantitative Research (e.g., consumer surveys) Merging internal and public data sets Microtargeting The Academy 3
Academy Consumer Analytics: Focus Areas Service line opportunities (e.g., women s health, cancer centers, etc.) Healthcare consumer outmigration Utilization of the internet/technology to seek health information (e.g., WebMD, etc.) Alternative care delivery models Adoption of wearable devices for health purposes Concierge medicine Telehealth Defining quality High deductible health plan consumers Midlevel providers (e.g., nurse practitioners and physician assistants) Price transparency Affiliations / M& A Traditional and non-traditional competition Political healthcare issues (e.g., developing messaging to pass Medicaid expansion) Retail clinics Urgent care The Academy 4
New Entrants/Alternative Models Information Increase Employer Influence Population Health December 8, 2014 The Academy 5
Methodology Methodology The Health Management Academy is pleased to present the key findings from a national survey of 1,500 adults, conducted May 16-21, 2015. The survey was conducted using a blend of live landline telephone interviews and online interviews. The data were weighted to approximate a national sample of adults based on gender, age, ethnicity and region. The survey has a margin of error of 2.53% at a 95% level of confidence. Results based on smaller sample sizes of respondents such as gender or age have a larger margin of error. The Academy 6
1 in 5 consumers use a wearable device to monitor or check their health. Recently, there has been attention around wearable technology, including products like Google Glass, Fitbit, Apple Watch and Nike Fuelband. Some consumers are using these devices to closely monitor their health. Do you, yourself own a wearable device that you use to monitor or check your health? -56 77% 21% Yes No Total The Academy 8
Wearable ownership is increasing. Do you, yourself own a wearable device that you use to monitor or check your health? November, 2014 February, 2015 May, 2015 21% 18% 16% Yes Yes Yes Total Total Total The Academy 9
Nearly two-thirds of wearable owners use them frequently. And, how often do you use the device to monitor or check your health? (ASKED OF RESPONDENTS WHO OWN A WEARABLE, N=316) 65% 33% Frequent Infrequent 37% 28% 22% 8% 3% Several times a day Once a day A few times a week A few times a month A few times a year The Academy 10
Consumer receptivity to wearables is growing. Would you ever consider purchasing a wearable device to help monitor or check your health? (ASKED OF RESPONDENTS WHO DO NOT OWN A WEARABLE) November, 2014 February, 2015 May, 2015 -4 +2 +7 47% 44% 43% 42% 40% 39% No Yes No Yes No Yes Don't Own Wearable (82%) Don't Own Wearable (79%) Don't Own Wearable (77%) The Academy 11
A majority of consumers indicate they either own or would consider purchasing a wearable device to monitor or check their health. Do you, yourself own a wearable device that you use to monitor or check your health? / Would you ever consider purchasing a wearable device to help monitor or check your health? +27 57% 30% Own/Would Purchase Don t Own & Wouldn t Purchase Total The Academy 12
Millennials/Xers, high earners, parents and frequent patients are the most likely to own/purchase a wearable for health reasons. Do you, yourself own a wearable device that you use to monitor or check your health? / Would you ever consider purchasing a wearable device to help monitor or check your health? Own No 18-34 (31%) 35-44 (14%) 45-54 (16%) 55-64 (19%) 65+ (20%) Total Smartphone (69%) Smartphone (22%) Own / Would Purchase 57% 73% 66% 57% 47% 35% 66% 34% Don t Own & Wouldn t Purchase30% 19% 24% 27% 34% 51% 24% 47% Under $20K (17%) $20K- $60K (39%) Over $60K (22%) Children Yes (31%) Children No (69%) Total Freq. (19%) Semi- Annual (48%) $100k+ (13%) Infreq. (29%) Total Own / Would Purchase 57% 50% 57% 61% 70% 73% 50% 66% 58% 54% Don t Own & Wouldn t Purchase30% 34% 30% 27% 21% 19% 36% 24% 29% 35% The Academy 13
Fitness tracking is the most common activity for which consumers would use a wearable device. Below are some health activities that some people might use wearables to monitor. For each, please rate how likely you would be to use a wearable device for the specific activity, on a scale of 1-10, where 1 means you would not be likely at all to use a wearable device for the activity and 10 means you would be extremely likely to use a wearable device for the activity. (ASKED OF RESPONDENTS WHO OWN OR WOULD PURCHASE A WEARABLE, N=852) By % 9-10 50% Fitness tracking 47% Heart rate monitoring 46% Blood pressure monitoring 44% Calorie/food intake and measurement 40% Stress measurement 37% Sleep tracking 32% Medication reminders or management 29% Blood chemistry measurement The Academy 14
Cost is the biggest barrier for consumers who have not purchased a wearable device for health purposes. Of the following, what is the biggest reason that has kept you from purchasing a wearable device to monitor or check your health? (ASKED OF RESPONDENTS WHO DO NOT OWN A WEARABLE DEVICE, N=1,150) 45% High cost 29% Generally not that interested Do not think the information will do much to improve my health 10% Concerned about the privacy of my 8% personal data 2% Difficult to use The Academy 15
Cost is the biggest barrier for younger consumers while older consumers are generally not interested. Of the following, what is the biggest reason that has kept you from purchasing a wearable device to monitor or check your health? (ASKED OF RESPONDENTS WHO DO NOT OWN A WEARABLE DEVICE, N=1,150) 18-34 (26%) 35-44 (13%) 45-54 (17%) 55-64 (22%) 65+ (23%) Total 45% 57% 53% 50% 42% 27% High Cost 29% 22% 25% 25% 30% 40% Generally not that interested Do not think the information will do much to improve my health 10% 6% 9% 6% 11% 16% Concerned about the privacy of my personal data 8% 7% 5% 12% 7% 7% 2% 2% 4% 1% 3% 1% Difficult to use The Academy 16
85% of owners/would be owners are willing to share their wearable data with their doctor. How likely would you be to share health information collected by a wearable device, such as data about your exercise, diet or medical conditions (ASKED OF RESPONDENTS WHO OWN OR WOULD PURCHASE A WEARABLE, N=852) With your doctor With your health insurance company With your friends through social media With your employer With a marketer or retailer +71 +21 -11 -13 -15 85% 59% 56% 54% 54% 54% Very 43% 41% 41% 38% 34% Very 34% Very 33% Very 14% 24% Very 18% Very 18% Very 17% Very 17% Very Likely Unlikely Likely Unlikely Likely Unlikely Likely Unlikely Likely Unlikely Total Total Total Total Total The Academy 17
Medication reminders and real time updates to doctors increase the likelihood of usage by chronic disease/at-risk consumers. Suppose your doctor identified you as at risk for developing a chronic disease and recommended you use a wearable device that could do things like send you medication reminders and provide real time information to your doctors about your condition. How likely would you be to use that type of wearable device? Thinking about that condition a little more suppose a wearable device could do things like send you medication reminders and provide real time information to your doctors about your condition. How likely would you be to use that type of wearable device? +30 +54 74% 62% 32% 40% 31% Very Likely 20% 11% Very Unlikely Very Likely 18% Very Unlikely Likely Unlikely Likely Unlikely Diagnosed with Chronic Disease (35%) Never Diagnosed with Chronic Disease (63%) The Academy 18
Consumers believe tech or hospital companies would produce the best wearable device for monitoring health. Suppose you had to purchase a wearable device to monitor your health or a medical condition for a period of time. Which of the following companies do you think would offer the best product for the purpose of monitoring your health? A Technology Company, like Apple, Microsoft or Google 32% A Hospital Company, like the Mayo Clinic or Johns Hopkins 32% A Health Insurance Company, like United Healthcare or Blue Cross Blue Shield 15% A Sporting Company, like Nike or 4% Under Armour The Academy 19
Younger consumers believe tech companies would produce the best wearable, while seniors believe hospital companies would. Suppose you had to purchase a wearable device to monitor your health or a medical condition for a period of time. Which of the following companies do you think would offer the best product for the purpose of monitoring your health? 18-34 (31%) 35-44 (14%) 45-54 (16%) 55-64 (19%) 65+ (20%) Men (48%) Women (52%) Total A Technology Company 32% 42% 36% 33% 27% 17% 39% 25% A Hospital Company 32% 27% 33% 31% 33% 36% 29% 34% A Health Insurance Company 15% 14% 11% 15% 15% 19% 14% 16% A Sporting Company 4% 7% 6% 1% 1% 2% 4% 4% The Academy 20
Jarrett Lewis Jarrett@hmacademy.com 515 Wythe Street Alexandria, VA 22314 Phone: 703-548-1022 www.hmacademy.com
Nearly 7 in 10 adults are familiar with Apple Watch Fitbit has the next highest brand ID, with nearly 50%. Recently, there has been attention around wearable technology of all of the products listed below, please indicate which of these you have heard of before today 69% Apple Watch 47% Fitbit 33% Samsung Gear 31% Nike Fuel band 13% Up, by Jawbone 7% Misfit 6% Vivofit 19% None of The Above The Academy 22
The Samsung Gear is the highest rated for quality of product and value for the money by consumers, followed by the Nike Fuel Band In your own opinion, do you think the ______ is a good product? Apple Watch (69%) Samsung Gear (33%) Nike Fuel Band (31%) Up, by Jawbone (13%) Vivofit, by Garmin (6%) Fitbit (47%) Misfit (7%) 71% 75% 84% 76% 62% 69% 75% Good/Okay Product 11% 2% 4% 5% 5% 18% 4% Not A Good Product In your own opinion, do you think the ______ is a good value for the money? Apple Watch (69%) Samsung Gear (33%) Nike Fuel Band (31%) Up, by Jawbone (13%) Vivofit, by Garmin (6%) Fitbit (47%) Misfit (7%) 43% 66% 73% 67% 61% 67% 66% Good/Okay Value 39% 13% 13% 14% 7% 17% 10% Not A Good Value The Academy 23
Fitbit is the most commonly owned wearable device, though Apple Watch is quickly gaining ground. Do you, yourself own a wearable device? And, which of the following devices do you own? 39% Fitbit -48 26% Apple Watch 24% Samsung Gear 73% 20% Nike Fuel Band 7% Up, by Jawbone 6% Misfit 5% 25% Vivofit, by Garmin Yes No 11% Another Brand Total The Academy 24
Among those who do not own a wearable, Apple Watch is the most preferred device. If you were to purchase a wearable device, which of the following devices would you be most likely to buy? (ASKED OF RESPONDENTS WHO DO NOT OWN A WEARABLE, N=731) 27% Apple Watch 17% Fitbit 11% Samsung Gear 5% Nike Fuel Band 1% Misfit 1% Vivofit, by Garmin 1% Up, by Jawbone 2% Another Brand 36% Don t Know / No Opinion The Academy 25
