Nov 20
2024
Digital Health Adoption is Surging, But So Is Consumer Distrust
By Dara St. Louis, executive vice president and a founding partner, Reach3 Insights.
Many of us know exactly how many steps we’ve taken today. A quick glance at our phone or other fitness tracker makes quantifying certain aspects of our health a literal no-brainer. But while digital health is integrating snugly into everyday life for many Americans, there’s a catch: For every digital health evangelist, a similar number of Americans don’t trust big tech to use their health data responsibly.
In a study of 1,012 Americans 18 and older, we uncovered a tension between growing adoption and lingering trust issues that poses a unique challenge for companies in the healthcare tech space. Companies that can strike the right balance between innovation and trust could win over both sides of the trust spectrum, especially among younger, tech-savvier generations.
Digital Health Adoption Continues to Surge
Our latest digital health research suggests Americans are ready and willing to use technology to help them manage their health needs. Our latest digital health research reveals significant growth in the adoption of health-related technology among Americans:
— 66% of Americans now use health-related devices (up from 18% in 2021).
— 72% of Americans are using health-related apps, a sharp increase from 55% in 2021.
Fitness wearables and health apps have become mainstream, especially among younger generations:
— 29% of Gen Z and 23% of Millennials are particularly drawn to holistic wearables.
These users aren’t just downloading apps—they’re using them regularly. In fact:
— 88% of users actively engage with their health and wellness apps, especially for tracking: Fitness, nutrition, sleep, and mental health.
Mental health app usage is particularly notable among younger users, as 26% of Gen Z and 31% of Millennials use mental health apps. Many Americans say they’re open to AI playing a role in their health as well:
— 53% of respondents have positive or very positive feelings about AI in health and wellness.
— 17% specifically seek out applications that use AI.
— Over two-thirds might be interested in AI for digital health, especially for: Fitness, diagnosis, and screening applications.
The average American seems excited for digital health integration on the part of healthcare tech providers. There’s just one issue.
Americans Don’t Trust Big Tech with Their Health Data
The convenience is appealing, but when it comes to handing over sensitive health data, many are hitting pause. We saw this skepticism crop up several times in our research: The tech is promising, but Americans’ relationship with Big Tech is a stumbling block.
Fifty-seven percent of Americans believe tech companies could bring down the cost of healthcare, but 53% say they would never trust these companies with their personal health data. Over time, Americans have developed more reservations about Big Tech’s involvement in healthcare, with 44% expressing concerns in 2024 (up from 28% in 2022). Data privacy remains a key issue, as 49% of consumers are afraid it may be misused by the companies.