August 7, 2014

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New Parks Associates Digital Health Research Identifies Four Consumer Health Groups

“Digital Health Consumers: A Lifestyle and Technology Segmentation”Examines Market Potential and Consumer Demand for New Technologies

 Parks Associates announced digital health research today identifying four consumer segments based on their attitudes toward their health and healthcare solutions: Healthy and Engaged, Challenged but Mindful, Unhealthy and In Denial, and Young and Indifferent.

The market research firm, which will host Connected Health Summit: Engaging Consumers on September 4-5 in San Diego, reported that among all U.S. broadband households, 26% are Healthy and Engaged, 25% are Challenged but Mindful, 28% are Unhealthy and In Denial, and 21% are Young and Indifferent.

“The market for health solutionsand 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,” said Harry Wang, Director, Health & Mobile Product Research, Parks Associates. “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."

In Digital Health Consumers: A Lifestyle and Technology Segmentation, based on a survey of 2,500 U.S. broadband heads-of-household in 4Q 2013, Parks Associates analysts report interest in technology does not influence usage of digital health products and services. The consumer segment Young and Indifferent report the highest interest in new technologies, but they have the lowest concern for their health. Only 28% looked up health information online in the last 12 months.

“Health consciousness, defined as active effort to maintain good health, is the key predictor of consumer demand," Wangsaid. "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.”

Parks Associates' digital health consumer segments include:

• Healthy and Engaged - Health conscious, don't have chronic health problem
  • Offer the greatest market potential for digital health products and services.
  • Regularly exercise and eat fresh fruits and vegetables.
  • Have higher incomes, on average.

• Challenged but Mindful - Health conscious, have chronic health problem
  • Offer the second-greatest market potential for digital health products and services.
  • Regularly exercise and eat fresh fruits and vegetables but have a chronic health condition.
  • Older consumer segment; unlikely to have children in the home.

• Unhealthy and In Denial - Not health conscious, have chronic health problem
  • Offer the third-greatest market potential for digital health products and services.
  • Lower income levels, on average; disproportionately likely to live in the Midwest and South.
  • Do not habitually exercise or eat fresh fruits and vegetables; have a chronic health condition.

• Young and Indifferent - Not health conscious, don't have chronic health problem
  • Lowest market potential for digital health products and services.
  • Youngest segment; low income levels; least likely to be married.
  • Express the most enthusiasm for technology products and services.
  • Healthy but do not habitually exercise or eat fresh fruits and vegetables.

Harry Wang will discuss this research in detail and offer implications for consumer engagement strategies for healthcare providers and their health technology partners at the Connected Health Summit: Engaging Consumers. Press passes for the event are available at http://www.parksassociates.com/events/connected-health/media. To schedule a meeting with an analyst or speaker at this conference, contact Holly Sprague at hsprague@gmail.com or 720.987.6614.

Additional digital health research from Parks Associates can be found at www.parksassociates.com:

• Wearable Computing: Fitness and Health in Style (3Q 2014)
• Virtual Care: Technologies and Business Models (1Q 2014)
• Independent Living At Home: Second Edition (1Q 2014)
• Networked Medical Devices: Innovations and Business Models (4Q 2013)

About Connected Health Summit: Engaging Consumers

Connected Health Summit: Engaging Consumers analyzes the role of innovative connected health solutions in driving changes in consumer behaviors as well as healthcare systems, insurers, and hospital networks. The event focuses on four areas of consumer health, which require active consumer participation to be successful: remote health monitoring for accountable care, consumer-centric wellness and fitness solutions, independent living technologies and services, and innovative convenience care models.

The Connected Health Summit: Engaging Consumers will take place August 28-30, 2018, at the Manchester Grand Hyatt in San Diego, CA. www.connectedhealthsummit.com. Follow the event on Twitter at @CONN_Health_Smt. Subscribe to Parks Associates’ digital health newsletter at http://www.parksassociates.com/newsletters_subscribe.