CONNECTED CONSUMERS


The Ipsos Global Trends survey is the largest study of its kind, providing a unique snapshot of the world today. It explores the attitudes and behaviours of over 18,000 consumers and citizens in 23 key countries around the world and with over 400 questions, covers everything from tradition to trust, from brands to business, from society to social media and much, much more.  (
ipsosglobaltrends.com). Here are the top trends among connected consumers.

 

Source: Ipsos Global Trends survey 2017

Base: 18,180 adults across 23 countries, online, 12 Sep – 11 Oct 2016

Connected Consumers

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Do you currently, or have you ever, used a connected health device or tool to manage your health?
Globally, 1 in 10 consumers use a connected health device or tool.  China, India and USA lead the way in adoption

Do you currently, or have you ever, used a connected health device or tool to manage your health? [Note: definition and images were shown to respondents to define connected health]

Yes, currently use  Formerly used

Reasons for currently using a connected health device?
To monitor and improve exercise is the top reason for using connected health, followed by an interest in one’s own health data

Which of the following, if any, are the reasons you currently use a connected health device or tool to manage your health?
Top 2 reasons

Monitor and improve diet
41%

Monitor and improve diet
31%

Interested in own
health data
40%

Indonesia

Indonesia

Interested in own
health data
47%

Turkey

Turkey

USA

USA

Monitor and improve exercise
46%

India

India

Monitor and improve exercise
53%

China

China

Monitor and improve exercise
64%

1.

Interested in own
health data
62%

2.

Store personal
health info
51%

Monitor and improve exercise
48%

Barriers to using a connected health device?

Cost and knowledge are the biggest barriers to connected health adoption

 

What if anything, prevents you from using/owning a connected health device or tool for your health?

Top 2 reasons

1.

Poland

Poland

Cost
32%

Peru

Peru

I don’t know enough about them
40%

Russia

Russia

I don’t know enough about them
42%

Brazil

Brazil

I don’t know enough about them
31%

Japan

Japan

Cost
33%

2.

I don’t know enough about them
21%

Cost
18%

Cost
38%

Cost
27%

I don't know enough about them
32%

User profile

The average connected health user is 25-34 years old, educated and working; more needs to be done to broaden access to connected health technology

Do you currently, or have you ever, used a connected health device or tool to manage your health?

Fairly even male and female split in use except China [higher female]

25-34 year olds most common age group

25-34 year olds most common age group

All working

Role of influencers
Doctors will play an integral role in connected health adoption, globally 7 in 10 will use a connected health device if recommended by a doctor

If my doctor recommended that I use a connected health device or tool as part of my treatment plan I would use it

If my health insurance company recommended that I use a device, tracker or app as part of my treatment plan I would use it

Agreement level using a 7 point scale ranging from “Strongly Agree (7) to “Do Not Agree At All” (1). Figures show the combined percentage agreement level for the top two agreement levels. If my doctor/insurance company recommended that I use a connected health device or tool as part of my treatment plan I would use it