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Mobile Searches in Healthcare
Gary Monk20th October 2014
Executive summary• Mobile searches are rising rapidly in
healthcare
• Including tablets, over 50% of searches for all analyzed conditions are now on a mobile device
• Certain conditions are even more popular re: mobile search, probably due to sensitivity & stigma
• Pharmaceutical and Healthcare companies who are lagging must clearly adopt a ‘Mobile First’ approach
Method• Analysis performed via Google (US only)
• ‘Mobile devices’ exclude tablets unless stated to focus on true mobility
• Data points are 3 month averages, for disease analysis, going back 2 years (Oct 2012 - Sept 2014)
• Medical conditions chosen based on being common and / or interesting for research purposes (i.e. having a potential stigma attached)
Mobile Search percentage during Quarter 3, 2014INCLUDING TABLETS
(by medical condition on horizontal axis)
18.0 0
31.0 0
44.0 0
57.0 0
70.0 0
65.261.8 60.9 60.1
57.9 56.1 54.8 53.0 52.1 51.4
% of searches on Mobile Devices (incl. tablets.)
Source: Google Oct. 2014
There appears to be a driver for conditions with sensitivity
to be searched via mobile
Including tablets over 50% of searches are now mobile
Mobile Search percentage during Quarter 3, 2014EXCLUDING TABLETS
(by medical condition)
18.0 0
27.2 5
36.5 0
45.7 5
55.0 0
54.352.8
51.3 50.348.5
45.343.8 43.5 43.5
40.7
% of searches on Mobile Devices (excl. tablets.)
Source: Google Oct. 2014
A high volume of searches are performed on mobile devices, for all conditions
Mobile Search percentage increase vs baseQ3 2014 vs Q4 2012
(by medical condition & excluding tablets)
18.00
36.00
54.00
72.00
90.00
88.6
76.273.3 71.6 71.4
64.4
50.543.9
38.9 37.7
% increase vs baseline of mobile searches (excl. tablets.)
Source: Google Oct. 2014
Diabetes and ADHD have a lower % overall mobile
search but are rising rapidly
Depression searches have nearly doubled on mobile
in the last 2 years
Diabetes
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
23.125.8
27.3
31.129.3
31.2
35.5
40.7
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Diabetes has the lowest mobile search volume yet is significant and
on the rise
ADHD
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
25.128.1
30.7
36.9
32.335.4
38.2
43.5
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
ADHD is also growing steadily (with an outlying data point at Q3-2013)
COPD
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
31.6 32.7
36.9 36.1 36.2 37.5
41.843.5
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Multiple Sclerosis
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
29.132.3 33.0
35.6 36.6 37.240.7
43.8
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Breast Cancer
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
26.4 25.5
29.7
34.636.4
33.6
38.5
45.3
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Schizophrenia
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
28.3
31.9
35.5
41.4
36.339.1
42.9
48.5
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Schizophrenia searches are growing rapidly even with the outlying data
point
Erectile Dysfunction
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
30.6
34.6
38.2
41.8 42.7 43.6
47.450.3
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Depression
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
27.2
32.7 34.0
40.8
36.739.4
43.4
51.3
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Mobile searches for depression are high, possibly due to the stigma, demographic
and a need for ‘on the go’ support
HIV
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
36.739.9
41.4
50.6
40.243.2
45.0
52.8
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Premature Ejaculation
Q4-12 Q1-13 Q2-13 Q3-13 Q4-13 Q1-14 Q2-14 Q3-1418 .00
27 .25
36 .50
45 .75
55 .00
39.141.8
44.646.9 47.2 47.9
52.254.3
% of searches on Mobile Devices
Quarterly Period Source: Google Oct. 2014
Premature Ejaculation mobile search is increasing rapidly and has the highest search
volume, probably due its sensitive nature
Executive summary• Mobile searches are rising rapidly in
healthcare
• Including tablets, over 50% of searches for all analyzed conditions are now on a mobile device
• Certain conditions are even more popular re: mobile search, probably due to sensitivity & stigma
• Pharmaceutical and Healthcare companies who are lagging must clearly adopt a ‘Mobile First’ approach
Thank youTwitter: @garymonkBlog: garymonk.com
Linked In: www.linkedin.com/in/garywmonk/
