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Mobile Searches in Healthcare (US, Brazil, Germany & UK)

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A comparison of the mobile health searches vs desktop, across a range of interesting medical conditions and 4 equally interesting markets, the US, Brazil, Germany and the UK. The report shows mobile, tablet and desktop data from Q1 2018

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Mobile Searches in Healthcare (US, Brazil, Germany & UK)

  1. 1. Mobile Searches in Healthcare
 A comparison of the US, Brazil, Germany and the UK Gary Monk May 8, 2018
  2. 2. Introduction • My recent US analysis showed a high growth of mobile searching (vs desktop) across a range of medical conditions • How do the following selected markets compare to the US? Brazil, Germany and the UK • The following slides look at mobile phone, tablet and both devices combined, by market and medical condition
  3. 3. Mobile Searches (Excluding tablet)

  4. 4. Mobile Searches (Excluding tablet)

  5. 5. US mobile health searches (ex tablet) are highest for HIV and lowest for ALZ 40% 65% 90% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 75.2% 69.7% 68.4% 68.4% 67.5% 65.5% 63.4% 61.9% 58.7% 58.2% US Numbers represent percentage searches on mobile device (excluding tablet) Source: Google data Q1 2018 HIV DEPR (Depression) SZ (Schizophrenia) BC (Breast Cancer) COPD ADHD MS (Multiple Sclerosis) ED (Erectile Dysfunction) PE (Premature Ejaculation) AZ Alzheimers Conditions analyzed in this report
  6. 6. Overall Brazil has a significantly higher % use of mobile searching than the US 40% 65% 90% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 74.9% 76.3% 71.5% 80.7% 72.5% 68.2% 63.7% 81.7% 83.1% 69.4%75.2% 69.7% 68.4% 68.4% 67.5% 65.5% 63.4% 61.9% 58.7% 58.2% US Brazil Source: Google data Q1 2018
  7. 7. And Germany is overall significantly lower than the US apart from in Premature Ejaculation (PE) 40% 65% 90% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 70.1% 65.9% 60.8% 62.1% 62.0% 57.7% 61.3% 55.7% 67.2% 47.6% US Brazil Germany Source: Google data Q1 2018
  8. 8. The UK appears the lowest in the use of mobile search % and this is the case according to the median results below Source: Google data Q1 2018 40% 65% 90% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 64.4% 66.9% 65.7% 64.1% 57.1% 63.9% 57.6% 57.9% 55.1% 48.4% UK US Brazil Germany
  9. 9. The UK appears the lowest in the use of mobile search % and this is the case according to the median results below Source: Google data Q1 2018 Median % searches on mobile across all conditions 40% 65% 90% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ UK US Brazil Germany BR 73.7 US 66.5 GE 61.7 UK 60.9
  10. 10. Tablet Searches 

  11. 11. US tablet searches are higher for HIV and lower for ALZ, following the same trend as for mobile Source: Google data Q1 2018 0% 10% 20% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 7.2% 6.7% 6.1% 6% 5.8% 5.6% 4.5% 4.5% 4.4% 3.4% US HIV DEPR (Depression) SZ (Schizophrenia) BC (Breast Cancer) COPD ADHD MS (Multiple Sclerosis) ED (Erectile Dysfunction) PE (Premature Ejaculation) AZ Alzheimers Conditions analyzed in this report
  12. 12. The UK may be the lowest for mobile searching but it is far ahead of the US when it comes to the % of tablet searches Source: Google data Q1 2018 0% 10% 20% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 7.2% 6.7% 6.1% 6% 5.8% 5.6% 4.5% 4.5% 4.4% 3.4% 13.4% 13.9% 12.8% 11.5% 12.6% 12.5% 7.9% 7.9% 7.4% 6.1% UK US
  13. 13. Germany is ahead of the US but behind the UK when it comes to tablet searches Source: Google data Q1 2018 0% 10% 20% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 10.9% 9.8% 7.4% 9.4% 9.2% 8.7% 7.5% 6.4% 6.7% 4.5% UK US Germany
  14. 14. And Brazil is way behind when it comes to % tablet searches Source: Google data Q1 2018 0% 10% 20% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 1.2% 1.4% 1.2% 1.3% 1.2% 1.3% 1.1% 1.2% 1.3% 1.3% UK US Brazil Germany
  15. 15. Looking at the median results the UK is far ahead, over double the US Source: Google data Q1 2018 0% 10% 20% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ UK US Brazil Germany UK 12.0 GE 8.1 US 5.7 BR 1.3 Median % searches on tablet across all conditions
  16. 16. Mobile & Tablet Searches 

  17. 17. The US clearly follows the same trend when mobile + tablet are added ranging from nearly 80% to around 65% Source: Google data Q1 2018 50% 75% 100% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 78.6% 75.1% 74.2% 73.3% 72.8% 70.0% 69.0% 67.9% 65.4% 64.8% US HIV DEPR (Depression) SZ (Schizophrenia) BC (Breast Cancer) COPD ADHD MS (Multiple Sclerosis) ED (Erectile Dysfunction) PE (Premature Ejaculation) AZ Alzheimers Conditions analyzed in this report
  18. 18. Brazil leading in mobile and lagging in tablet is still equal or ahead of the US in most cases Source: Google data Q1 2018 50% 75% 100% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 76.2% 82.1% 77.5% 73.7% 72.8% 69.3% 65.0% 83.0% 70.6% 84.3% US Brazil
  19. 19. The UK has a very similar trend to the US when both mobile + tablet are combined Source: Google data Q1 2018 50% 75% 100% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 70.5% 78.0% 74.8% 69.7% 73.1% 71.8% 70.1% 69.4% 61.8% 67.9% UK US Brazil
  20. 20. And overall Germany appears to be lagging. Source: Google data Q1 2018 50% 75% 100% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ 74.6% 71.9% 72.3% 71.2% 67.5% 65.2% 70.0% 65.1% 58.5% 74.6% UK US Brazil Germany
  21. 21. Actually when the median is considered things are very close, Brazil is significantly ahead with the UK in last place but only just Source: Google data Q1 2018 50% 75% 100% HIV DEPR SZ BC COPD ADHD MS ED PE ALZ UK US Brazil Germany BR 75.0 US 71.4 GE 70.6 UK 70.3 Median % searches on mobile and tablet across all conditions
  22. 22. Conclusion • Mobile is very important in all of the analyzed markets • Brazil is particularly interesting, Google barometer data shows that mobile phone penetration is similar to the other 3 markets but laptop/desktop penetration is around half, making it truly mobile first • Tablet varies by market, ensure adaptive/responsive approach to meet needs of all devices • Context is key, consider how and when your audience are using these device across their journey
  23. 23. Do get in touch @garymonk linkedin.com/in/garywmonk/

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