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Digital or print medical journals readership data 2013
1. Digital or Print Medical Journals Readership Data 2013
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Digital or Print Medical Journals Readership Data 2013
Document Transcript
1. 1 Independence Way Suite 220 Princeton, NJ 08540 T 609 987 5550 F 609
987 5589 KantarMediaNA.com Publishers and Advertisers Can’t Go 100%
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4. Digital or Print Medical Journals Readership Data 2013
http://www.slideshare.net/anupsoans/digital-or-print-medical-jou...
Digital If They Want to Reach Majority of Doctors Physicians are more likely
to read the print version of new medical journals versus any type of digital
version, including full digital reproductions, the publication’s website as well as
tablet and smart phone applications, according to the Kantar Media Sources &
Interactions Study, March 2013 – Medical/Surgical Edition. The study reveals
that 89% of doctors read the print version of current issues of medical journals,
far more than the 51% reading journals digitally. Of all doctors surveyed, 99%
read current issues of journals and 46% utilize two or more platforms for
reading. About one in five doctors use 3 or more devices. “Over the last several
years, print has remained the most effective method for reaching doctors
through medical journals, going against the widespread notion that print is on
its way out," said Dave Emery, General Manager of Healthcare Research at
Kantar Media. "At the same time, the fact that younger physicians and key
opinion leaders are more likely to access articles digitally demonstrates a
critical shift that publishers and advertisers need to know as they strive to reach
the next generation of doctors." The study measured physicians across the
following 21 specialties: Family Medicine, Internal Medicine, Cardiology,
Allergy, Anesthesiology, Dermatology, Diabetes/Endocrinology, Emergency
Medicine, Gastroenterology, General Surgery, Hematology, Infectious Diseases,
Neurology, Obstetrics/Gynecology, Oncology, Orthopedic Surgery, Pediatrics,
Psychiatry, Pulmonary Diseases, Rheumatology and Urology. The study
surveyed 1,500 doctors during Q1 2013, with an overall margin of error of +/2.1% at the 90% confidence level. The doctors in the following specialties
topped the list of print readers:
(95%)
Allergists (94%)
Dermatology (96%)
Family Medicine
Orthopedics (94%) 89% 51% 31% 23% 14%
13% 1% 1% 0% 20% 40% 60% 80% 100% Print Edition Any Digital Full
Digital Reproduction Publication Website Tablet App Smartphone App Other
Does Not Read How Doctors Read Current Issues of Journals
2. 1 Independence Way Suite 220 Princeton, NJ 08540 T 609 987 5550 F 609
987 5589 KantarMediaNA.com Rheumatology doctors are the lowest of the
specialties in print readership, at 79%, demonstrating that print still has a lot of
value. The audiences for full digital reproductions are strongest among:
Infectious Disease specialists (43%)
Rheumatologists (40%)
Cardiologists (40%) Internal Medicine doctors, Psychiatrists, and
Diabetes/Endocrinologists (all 28%) have the greatest readership on publication
websites; while tablet readership is highest among Anesthesiologists at 23% and
Cardiologists at 21%. Internal Medicine Medicine doctors have the highest use
of smartphone applications for reading journals at 16%. Almost Half of Doctors
Surveyed are Multiplatform Readers Even through print seems to dominate,
with 9 out of 10 doctors reading current journals in print, 42% use digital as
well. Almost one in 10 of studied physicians only read digital editions, while
about half only read print versions. Age and Key Opinion Leader Status are Key
Factors in Usage Differences Unsurprisingly, younger doctors are more inclined
to be digital readers than their older colleagues. However, even among the
youngest demographic, print is still the most-used platform for reading current
issues of journals. Print Only 48%Both Digital and Print 42% Digital Only 9%
Does Not Read Publications 1% Versions Read of Current Issues of Medical
Journals
3. 1 Independence Way Suite 220 Princeton, NJ 08540 T 609 987 5550 F 609
987 5589 KantarMediaNA.com One-fifth of the doctors younger than 35 read
current journals via smartphone apps, one-third read off of the publication’s
website and more than half read full digital reproductions. Key Opinion Leaders
are heavier users of digital platforms for current issue readership than the
general population, with more than higher digital reproduction readership, tablet
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6. Digital or Print Medical Journals Readership Data 2013
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