Providing the most comprehensive and up-to-date information and analysis of the US Health Technology Trends market, including the behaviors, preferences and habits of the consumer.

The COVID-19 pandemic saw many consumers turning towards technology to communicate with healthcare professionals, with lockdowns massively limiting in-person appointments. Consumers not only used technology to communicate with healthcare professionals from home, but also tracked personal health metrics and engaged in fitness classes.

The future success of the category depends on targeting key consumer groups. Young adults are more open to health technology overall, using tech solutions to manage their wellness needs such as improving sleep and stress management. Those with chronic conditions are most reliant on tech, and there are further opportunities to encourage older and aging consumers to use health technology.

While 37% of non-users would rather see healthcare professionals in-person, getting health professionals to encourage adoption of health technology could help improve usership. This report covers the current situation of the health technology market, as well as the future of the category heading out of the pandemic.

Read on to discover more details or take a look at all of our US Health and Wellbeing market research.

Quickly understand

  • Impact of COVID-19 on health technology trends.
  • Health tech use is widespread allowing brands to focus on consumer experience.
  • Wearables offer ample opportunity.
  • Highlight personalized recommendations to support motivation and accountability.

Covered in this report

Brands: HidrateSpark (STEEL), Procter & Gamble (Oral-B), Apple (Apple Watch), TytoCare, Senseonics (Eversense), OLLY, Calm, Headspace, Reflectly.

Expert analysis from a specialist in the field

Written by Andrea Wroble, a leading analyst in the Food & Drink sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Following a year of heightened attention on personal health, consumers are emphasizing both top-of-mind and forward-looking health ambitions going into 2021 and beyond. Health technology can guide newfound health needs of consumers, such as illness prevention and mental health management. Companies have the opportunity to simplify health priorities, cater to specific medical needs and integrate seamlessly with changing consumer routines.

Andrea Wroble
Senior Research Analyst, Health and Wellness

Table of Contents

  1. Overview

    • What you need to know
      • Key issues covered in this Report
        • Definition
          • COVID-19: market context
          • Executive Summary

              • Top takeaways
                • Market overview
                  • Figure 1: Technology for managing health, by users, February 2021
                • Impact of COVID-19 on health technology trends
                  • Figure 2: Short, medium and long term impact of COVID-19 on health technology, May 2021
                • Category is stunted by adults who are disinterested in health tech
                  • Figure 3: Barriers to using technology for managing health, February 2021
                • Health tech has gained adoption and can now focus on experience
                  • Figure 4: Attitudes toward health technology, February 2021
                • Position wearables as personalized health management devices
                  • Figure 5: Wearable health technology, February 2021
                • Health technology: a partner in accountability
                  • Figure 6: Aspects of health to improve with technology, February 2021
                • Technology for mental health
                • Health Technology Users – Key Takeaways

                  • Technology adoption widespread and varied
                    • Health tech has opportunity to change perceptions with aging adults
                      • Pandemic fuels tech adoption
                        • COVID-19 and health data privacy
                        • Health Technology Users by the Numbers

                          • Wearables capture strong share of health tech
                            • Figure 7: Technology product usage, February 2021
                          • Younger adults embrace tech, but elderly more likely to benefit from it
                            • Figure 8: Technology product usage, by age, February 2021
                          • Technology reliance has increased in light of COVID-19 pandemic
                            • Impact of COVID-19 on health technology
                            • Market Factors

                              • Aging population necessitates preventive health solutions
                                • Figure 9: Population aged 18 or older, by age, 2016-26
                              • The fitness factor
                                • Figure 10: Fitness segmentation, November 2020
                              • COVID-19 brings new opportunities for health technology
                                • Unemployment spikes and confidence wavers as a result of pandemic
                                  • Figure 11: Consumer confidence and unemployment, 2000-January 2021
                              • Companies and Brands – Key Takeaways

                                • Brands are adopting an integrated approach
                                  • Insurance partnerships can further legitimize the industry
                                    • Innovation in remote patient technology
                                      • Illness prevention becomes a new category for health tech
                                        • Expanding health tech to address mental wellbeing
                                        • Competitive Strategies

                                          • The “connected app” becomes an industry staple
                                            • Health insurance plays a role in access to digital health solutions
                                              • Virtual care options enabled by wearable devices
                                              • Market Opportunities

                                                • COVID-19 spurs desire for tech and illness prevention
                                                  • Figure 12: Technology-enabled illness management methods for future illness seasons, February 2021
                                                • Brands look to support mental wellbeing by enhancing routines
                                                • The Consumer – Key Takeaways

                                                  • Adoption of health tech is tied to health management aspects
                                                    • Consumers’ need to track progress bodes well for health tech
                                                      • Health tech use is widespread
                                                        • Technology can provide the motivation adults can’t find elsewhere
                                                          • Lack of interest inhibits trial from non-users
                                                            • Sharing health data with familiar sources is okay
                                                              • Technology can be a great tool, but doesn’t make the process easier
                                                              • Uses for Managing Health

                                                                • Wearables and retail services have strongest tie to health needs
                                                                    • Figure 13: Technology for managing health, by users, February 2021
                                                                  • Interest in health tech has increased, in line with consumer health priorities
                                                                    • Figure 14: Interest in technology to manage health among non-users, February 2021
                                                                  • Young adults demonstrate strongest interest in wearable health tech
                                                                    • Figure 15: Interest in wearable technology to manage health, by age, February 2021
                                                                  • Wearables to manage health could appeal to lower-income adults
                                                                    • Figure 16: Interest in wearable technology to manage health, by income, February 2021
                                                                • Reasons for Using Health Technology

                                                                  • Progress toward improvement drives use of health technology
                                                                    • Figure 17: Reasons for using health technology, February 2021
                                                                  • Women track progress and seek personalized recommendations
                                                                    • Figure 18: Reasons for using health technology, by gender, February 2021
                                                                  • Young adults use health tech for entertainment value
                                                                    • Figure 19: Reasons for using health technology, by age, February 2021
                                                                • Tracking Specific Health Areas

                                                                  • Specific health needs are managed through different health tech devices
                                                                    • Figure 20: Correspondence analysis – Symmetrical map – Specific health areas, February 2021
                                                                    • Figure 21: Tracking specific health areas, by device, February 2021
                                                                  • Methodology
                                                                    • Consumers are taking a day-by-day approach to health tech tracking
                                                                      • Figure 22: Tracking specific health areas, by any device, February 2021
                                                                    • Health tech for women should connect to emotions
                                                                      • Figure 23: Tracking specific health areas using any device, by gender, February 2021
                                                                    • Under 45s more likely to track wellness areas
                                                                      • Figure 24: Tracking specific health areas using any device, by age, February 2021
                                                                  • Aspects of Health to Improve with Technology

                                                                    • Health tech as an accountability partner
                                                                      • Figure 25: Aspects of health to improve with technology, February 2021
                                                                    • Women want technology to help with motivation and accountability
                                                                      • Figure 26: Aspects of health to improve with technology, by gender, February 2021
                                                                    • Young adults looking for health tech to be fun and social
                                                                      • Figure 27: Aspects of health to improve with technology, by age, February 2021
                                                                  • Barriers to Using Technology for Managing Health

                                                                    • Lack of interest and preference for traditional methods deter use
                                                                      • Figure 28: Barriers to using technology for managing health, February 2021
                                                                    • Male non-users don’t view health tech as helpful
                                                                      • Figure 29: Barriers to using technology for managing health, by gender, February 2021
                                                                  • Sharing Health Data

                                                                    • Professional and familiar resources are trusted with consumer health data
                                                                      • Figure 30: Sharing health data, February 2021
                                                                    • Older adults willing to share data with medical professionals
                                                                      • Figure 31: Sharing health data, by age, February 2021
                                                                  • Attitudes toward Health Technology

                                                                    • Tech can support health management needs, but not solve health concerns
                                                                      • Figure 32: Attitudes toward health technology, February 2021
                                                                    • The elderly remain uncomfortable with health technology
                                                                      • Figure 33: Attitudes toward health technology, by age, February 2021
                                                                  • Appendix – Data Sources and Abbreviations

                                                                    • COVID-19: US context
                                                                      • Data sources
                                                                        • Consumer survey data
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                              • Terms

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