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

1. Mobile Searches in Healthcare
A comparison of the US, Brazil,
Germany and the UK
Gary Monk
May 8, 2018

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. Mobile Searches
(Excluding tablet)

4. Mobile Searches
(Excluding tablet)

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. 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. 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. 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. 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. Tablet Searches

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. 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. 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. 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. 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. Mobile & Tablet Searches

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. 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. 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. 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. 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. 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. Do get in touch
@garymonk
linkedin.com/in/garywmonk/