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The Multi-platform Healthcare Consumer: Europe's Interactive Opportunities in 2001 and BeyondPublished by: Datamonitor Published: Dec. 5, 2001 - 134 Pages Table of ContentsThe Multi-platform Healthcare Consumer: Europe's Interactive Opportunities in 2001 and Beyond DATAMONITOR HEALTHCARE EXECUTIVE SUMMARY Introduction Market context Overlap groups gain an increasing significance The potential demand for interactive devices Consumers are unaware of many interactive applications PC-Internet Ownership and uptake of home access Internet usage and behavior Consumer concerns about using the Internet Interactive TV DTV uptake Potential iTV usage across Europe Mobile devices Potential mobile usage in Europe The future decoded The multi-platform consumer in Europe today Multi-platform behavior The growth of the multi-platform consumer The multi-platform consumer of tomorrow Action points INTRODUCTION What is this report about? Who is the target reader? How to use this report Methodology MARKET CONTEXT Introduction Key findings Interactive device ownership throughout Europe Mobile and PC-Internet dominate device landscape Overlap groups gain an increasing significance Eleven percent of the UK adult population possess all three interactive devices Household income demonstrates a strong positive correlation with ownership of PC-Internet Growing demand for interactive devices in Europe Twenty percent of the European adult population intend to purchase a new mobile handset in the next 12 months Rapid growth of the three-platform user group Middle income groups look to expand their device ownership Consumers seek familiarity in their applications Email and Web browsing are the biggest intended uses for all interactive platforms Conclusions PC-INTERNET Introduction Key findings Internet access locations of European consumers Private Internet access locations continue to dominate the European landscape PC-Internet use highest in younger age groups Home and work locations drive European consumer Internet access Ownership and uptake of Internet in the home Forty five percent of the European adult population intend to have home Internet access in 12 months Work access drives home uptake Internet usage and behavior Higher speeds lead to greater usage Consumer concerns with using the Internet Conclusions INTERACTIVE TELEVISION Introduction Key findings The digital TV marketplace in Europe The UK has a great headstart Lack of consumer awareness DTV ownership already 29 percent in the UK Patterns of interactive TV usage Potential iTV usage across Europe iTV usage by age Conclusions MOBILE DEVICES Introduction Key findings Mobile shipments in Germany will reach 46.1m by 2006 Early adopters of mobile technology: always the same crowd WAP uptake linked to age Higher income groups go for WAP Two-thirds of WAP owners also have PC-Internet Email on the go Southern Europeans more interested in mobile Over one in four 18 to 24 year olds intend to use mobile email PC-Internet consumers check their email on the move Personalization and location-based services will drive interactive mobile uptake Conclusions THE FUTURE DECODED Introduction Key findings The multi-platform consumer in Europe today Multi-platform consumer profile Seventy one percent of high earners own multiple platforms Multi-platform behavior Device growth in Europe The growth of the multi-platform consumer The multi-platform consumer of tomorrow Mass-market effects on multi-platform behavior Opportunities and implications for strategy Extra reach or extra touch? Conclusions ACTION POINTS Introduction Key findings Marketers and interactive health management service providers should target work PC-Internet users Interactive content and application developers must take advantage of the specific capablities of emerging platforms Pharmaceutical marketers should broaden their marketing campaigns to include these new channels as the demographic shifts away from the early technology adopters Marketers must capitalize on the opportunity to establish themselves as exclusive content providers for device and service providers Conclusions APPENDIX (c) Datamonitor 2001. All Rights Reserved. AbstractThe interactive environment is developing rapidly with the continuing uptake of PC (personal computer)-Internet, digital TV (DTV) and mobile devices and the rollout of corresponding services. Now more than ever, marketers utilizing these channels to reach consumers must clearly identify the target audience and understand their motivations and attitudes, in order to convey the most appropriate messages, thus ensuring return on investment. This report answers numerous questions regarding the opportunities and trends in this rapidly developing environment, including analysis and discussion of the following critical issues: * Ownership and uptake of key technologies and services; * Internet usage and access locations; * Attitudes towards the Internet and resulting behavior; * Understanding of new interactive platforms; * The emergence of the multi-platform interactive consumer.Get Full Details About This Report >> |
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