Tablet healthcare marketing analytics reveal over 1.4 million Canadians may use an iPad, PlayBook or other Tablet computer to do online health research by the end of 2012. Internet health research may be conducted to learn about common disease symptoms, possible home remedies or places to go for medical treatment. And this means Telus’ my health reference online health research Internet portal may become a major destination for Tablet health researchers. More details regarding the Telus healthcare research portal may be read in the following January 19, 2012 Digital Journal article, TELUS Health Solutions launches new Canadian health reference portal, myhealthreference.com. Tablet PC computer ownership in Canada market share estimates indicate that the number of Anglophone and Francophone Tablet owners in Canada will approach 2,105,030 by 2031.
Statistics Canada’s Canada Home Internet Use Survey confirms the Internet’s importance as a source of health information for Canadians. Between 2007 and 2009, the percentage of Canadians who use the Internet to search for medical or health related information increased by almost 20%: from 59% to 70%. As more Canadians purchase iPads, PlayBooks and other Tablet PCs, online healthcare research will become easier to conduct. The Tablet’s portability allows for Internet research to be conducted while traveling on a bus or car, sitting on a park bench, relaxing in a coffee shop, or lounging on the couch at home. More consumer healthcare research will likely be conducted on iPads and PlayBooks at the expense of desktop computers, laptops and even smartphones (eg. iPhone, BlackBerry). A Tablet is easier to store and carry than a desktop or laptop, and their larger screen versus smartphones make for a more pleasurable Internet browsing experience.
Previous Tumbleweed blog posts have addressed how the Tablet’s portability makes it easy to research golf courses, wineries, hotels, ski resorts, food, and other topics of interest. And Livestand from Yahoo!’s digital, Tablet magazine App might deliver personalized health information to individuals in the form of images, articles and videos. More details regarding Livestand from Yahoo! are contained in the following, recent Tumbleweed interview with Denis Roy, a Yahoo! Mobile spokesperson: Yahoo! Mobile Marketing Analytics Interview: Livestand from Yahoo! Tablet Magazines. And since Yahoo!’s CEO is a former PayPal executive, there are opportunities to monetize digital healthcare research content. Below are details regarding how the estimated market size of the number of Canadians who may use an iPad, PlayBook or another Tablet computer to conduct online health research by the end of 2012.
Statistics Canada’s Population by sex and age group, by province and territory data indicates that there are 28,837,900 Canadians, 15 years of age or older. According to Statistics Canada’s Individual Internet use and E-commerce survey, 80% of individuals (16 years of age and older) use the Internet for personal use. Consequently, an estimated population of 23,070,320 (28,837,900 * 80%) Canadians use the Internet to conduct online research of some sort. The Digital Journal article reports that 53% of Canadians use the Internet as their primary health information reference. This finding is based on a survey of Canadians conducted by market research firm Vision Critical. With this data, it may be calculated that approximately 12,227,269 (23,070,320 * 53%) Canadians use the Internet to conduct health research.
An Ipsos Mobil-ology Study of Smartphone, Tablet & eReader users in Canada indicates that 6% of online adult Canadians own a Tablet. Currently, an estimated 733,636 (12,227,269 * 6%) Canadians own a Tablet and may be using it to conduct online health research. The number of people using Tablets to conduct health research may be approximately 1,467,272 by the end of 2012 since Tablet ownership is expected to double by the end of 2012. This is forecast in a recent Media Technology Monitor (MTM). The following December 8, 2011 article, Mobile to surge in Canada in 2012, contains details about the MTM’s Canadian Tablet ownership forecast.