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The Rough Guide to Health/Care Consumers in 2025: The 2025 Health Populi TrendCast

By Jane Sarasohn-Kahn on 20 December 2024 in Aging, Aging and Technology, AI, AI and health, Beauty and health, Business and health, Caregivers, Chronic disease, Connected health, Connectivity, Consumer electronics, Consumer experience, Coronavirus, COVID-19, Demographics and health, Design and health, Determinants of health, Diabetes, Diet and health, Digital health, DTC health, Empathy, Employers, Exercise, Family, Financial health, Financial wellness, Fitness, Food and health, Food as medicine, GenAI, GLP-1s, Grocery stores, Happiness, Health access, Health and Beauty, Health at home, Health benefits, Health care industry, Health citizenship, Health Consumers, Health costs, Health Economics, Health ecosystem, Health engagement, Health equity, Health insurance, Health marketing, Health Plans, Health policy, Health politics, Health privacy, Healthcare DIY, Heart disease, Home care, Home economics, Home health, Hospitals, Love and health, Medicaid, Medical innovation, Medicare, Medicines, Mental health, Misinformation and health, Money and health, Nutrition, Obesity, Omnichannel healthcare, Out of pocket costs, Patient engagement, Patient experience, Pharmaceutical, Pharmacists, Pharmacy, Physicians, Play and health, Popular culture and health, Prescription drugs, Privacy and security, Quality, Retail health, Self-care, Sensors and health, Shopping and health, Sleep, Smart homes, Smartphones, Smartwatches, Social determinants of health, Social health, Social networks and health, Stress, Telehealth, Telemedicine, Trust, Value based health, Wearable tech, Wearables, Weight loss, Wellbeing

At this year-end time each year, my gift to Health Populi readers is an annual “TrendCast,” weaving together key data and stories at the convergence of people, health care, and technology with a look into the next 1-3 years. If you don’t know my work and “me,” my lens is through health economics broadly defined: I use a slash mark between “health” and “care” because of this orientation, which goes well beyond traditional measurement of how health care spending is included in a nation’s gross domestic product (GDP); I consider health across the many dimensions important to people, addressing physical,

 

The Evidence for Gratitude and Health, 2024 Giving Thanks

In our home, we’re feeling very grateful for our healthy lives and work-flows right now, being very mindful about seeing blessings around me and within me…. So I’m sharing the love (or “scaling the love” as I recently coined at OSF’s Digital Health Symposium!) to honor American Thanksgiving 2024 here in Health Populi pointing out several sources highlighting the evidence on gratitude and health….underpinned with love, the ultimate driver of health and well-being.           Leslie Sarasin, President and CEO of FMI, the Food Industry Association, reminds us that, “Our immigrant ancestors, the pilgrim settlers, worked hard

 

Doctors’ Recommendations Are Top Motivators for Consumers Who Buy Digital Health Devices: Trust and Health

Most consumers using digital health devices felt more trust in the technology when coupled with doctors’ office reviews — another lens on the importance of trust-equity between patients and physicians. This insight came out of a report on How Consumers Purchase, Use and Trust Medical Devices based on market research sponsored by Propel Software.             For the study, Propel Software engaged Talker Research to conduct a survey among 2,000 U.S. adults in October 2024 to gauge peoples’ views on digital health tools, buying trends, and trust. Start with the rate of 1 in 4 Americans’ experience

 

The Smart Home for Health, Brought to You by Samsung and Ashley

Today I am keynoting the OSF Digital Health Symposium in Peoria, IL, discussing The State(s) of Digital Health. A double-entendre intended, one of the states I’ll be discussing is the migration of acute care back to peoples’ homes, embedded with sensors, householders donning smart rings, and rooms fitted with Internet-of-Things for health and well-being.             In this context, news that Samsung has begun to partner with Ashley, the national furniture dealer, struck me as interesting and important. I visited the Samsung Health House at CES 2024 last January: here is my write-up about what I

 

Peoples’ Lack of Trust in Science Extends to Views on Food and Nutrition

Only 2 in 5 people in the U.S. strongly trust science concerning food, nutrition, or diet, we learn from the 2024 IFIC Spotlight Survey: Americans’ Trust in Food & Nutrition Science, published in October.             IFIC is the International Food Information Council, a non-profit organization with a mission of communicating science-based information about food safety, nutrition, and sustainable food systems. IFIC surveyed 1,000 U.S. adults online in July to gauge consumers’ views on food and science.             The most-trusted sources of food information are the scientists involved in researching nutrition,

 

Americans’ Perspectives on Pharma and Healthcare Industries Are Low and Low-Ish Compared with Most Other Sectors

Only 20% of U.S. adults have a positive view of the pharmaceutical industry, garnering the lowest positive vibes among Americans in Gallup’s latest survey on peoples’ opinions of industries in America. About 1 in 3 Americans feel positively about health care in the U.S., on par with publishing and the electric/gas industries — on the lower end of these findings.             By far, the top-perceived industry in the U.S. is agriculture and farming, taking the first spot with 64% of Americans’ positive views. Restaurants and the computer sector get 52% positives, although Gallup points out

 

Best Buy Health’s Latest Insights into Technology and Care at Home

In the U.S., aging in and staying at home is a priority for most people over the age of 45 — and for nearly one-half of younger people between 18 and 44 — we learn in Best Buy Health’s Research Brief discussing the company’s survey of 1,000 U.S. consumers.               Best Buy Health, the health-focused operation which is part of the electronics retailer Best Buy, worked with Sage Growth Partners to assess 1,000 U.S. consumers, 18 years and over, on their perspectives on health care, technology, aging in place, and caregiving. The research was fielded

 

Retail Health Update for Pharmacy – Mail Order Beats Brick & Mortar, J.D. Power Finds

People have been undergoing their own human kind of digital transformations, turbocharged during the pandemic for many who never used Zoom or Amazon Prime or Uber. That consumer-borne digital transformation has shaped people as health consumers, many having used telehealth and appointment-scheduling online. And peoples’ relationships with pharmacies are also changing, with more health consumers finding greater satisfaction with their mail order pharmacy experiences than with moat retail brick and mortar chain drug stores, the latest J.D. Power 2024 U.S. Pharmacy Study found.                       It’s clear that mail order is

 

Older Americans Mostly Receptive to Apps for Health, but Chronically Ill People Could Use a Nudge (and a Payer)

AARP found that 7 in 10 people ages 50+ are “app-receptive” for health and wellness apps in Unlocking Health and Wellness Apps: Experiences of Adults Age 50-Plus, a summary of research conducted with U.S. consumers 50 and over from AARP.           The methodology for this study included only older consumers who were comfortable in downloading apps to smartphones or tablets, and were willing to do so — whom AARP considered the target audience for this research. In addition, the respondents surveyed were also at least interested in trying apps designed for health and wellness, thus dubbed “health

 

Globally Patients Seek Clear Communications to Build Trust with Healthcare, Especially in the AI Era

Globally, patients are growing consumer muscles leaning into trust that’s building on communications that connect with them, based on insightful research from Smart Communications. This consumer research was fielded by Toluna and Harris Interactive in February and March 2024.                     In The State of Customer Conversations, the report assesses input from global consumers from the APAC region (Australia, New Zealand, China, Hong Kong, Taiwan, Japan, and Singapore), German-speaking markets (Austria, Germany, Switzerland), the United Kingdom, and the U.S. The research revealed five key findings, shown in the first exhibit: Communications are increasingly important

 

Will the Apple Watch, Samsung Galaxy or Oura Rings Become “Intelligent Guardians” For Health?

One of the few bright spots in consumer technology spending in the past couple of years of the U.S. economic “vibecession” has been the category of smartwatches. The Wall Street Journal recently talked, specifically, about the growing role of the Apple Watch for health care, gaining traction as a part of cardiologists’ and other physicians’ testing for and adoption of the wearable tech device for patients who are managing medical conditions.                     Data from CTA, the Consumer Technology Association, has been tracking such spending which I’ve often discussed here in Health Populi

 

“Listen to Me:” Personalization in Health Care Starts With Taking Patients’ Voices Seriously – the 15th Beryl Institute-Ipsos PX Pulse Survey

Patients’ experience with health care in the U.S. dropped to its lowest point over the past year, explained in the 15th release of The Beryl Institute – Ipsos PX Pulse survey.         The study into U.S. adult consumers’ perspectives defined “patient experience” (PX) as, “The sum of all interactions, shaped by an organization’s culture, that influence patient perceptions across the continuum of care.” The survey was fielded by Ipsos among 1,018 U.S. adults in March 2024.         Health care providers (and other industry stakeholders that go B2B or B2B2C (or P) are all thinking

 

How to Get Better Care to More People? Address Burnout, Bridge Insights with AI, Embed Sustainability – the Philips Future Health Index 2024

Health care access is a challenge in rural and urban areas, cities and suburbs, and across more demographic groups than you might realize, as we see wait times grow for appointments, primary care shortages, and delays in screening plaguing health systems around the world. In the Future Health Index 2024, Philips’ latest annual report presents a profile of the state of health care focused on how to provide better care for more people.             For the report, Philips surveyed a total of 2,800 healthcare leaders consisting of 200 respondents in 14 countries: Australia, Brazil, China,

 

The Most Trusted Brands of 2024 Tell Us A Lot About Health Consumers

From bandages to home hygiene, OTC pain meds and DIY home projects, Morning Consult’s look into the most-trusted brands of 2024 give us insights into health consumers. I’ve been tracking this study since before the public health crisis of the coronavirus, and it always offers us a practical snapshot of the U.S. consumer’s current ethos on trusted companies helping people risk-manage daily living — and of course, find joy and satisfaction as well. In the top 15, we find self-care for health and well-being in many brands and products: we can call out Band-Aid, Dove, Colgate, Kleenex, and Tylenol. For

 

The Thematic Roadmap for AHIP 2024: What the Health Insurance Conference Will Cover

Health insurance plans make mainstream media news every week, whether coverage deals with the cost of a plan, the cost of out-of-network care, prior authorizations, or cybersecurity and ransomware attacks, among other front-page issues. This week, AHIP (the acronym for the industry association of America’s Health Insurance Plans) is convening in Las Vegas for its largest annual 2024 meeting. We expect at least 2,400 attendees registered for the meeting, and they’ll not just be representing the health insurance industry itself; folks will attend #AHIP2024 from other industry segments including pharmaceuticals, technology, hospitals and health systems, and the investment and financial services

 

Health Information Security – My Interview with Richard Kaufmann, CISO of Amedisys – Part 2: Bit by Bit, Putting It Together – Planning, Implementing, Pivoting

Welcome to post #2 of 3, publishing the results of three dialogue sessions between Richard Kaufmann, CISO of Amedisys, and me. The timing of our conversations, tracking both Richard’s and the company’s evolving approach to cybersecurity in health care, has coincided with the Change Healthcare breach and ransom that emerged in February 2024. This second blog of the three is being edited just days after Andrew Witty’s testimony to the U.S. Senate Finance Committee which convened a hearing on May 1st themed, “Hacking America’s Health Care: Assessing the Change Healthcare Cyber Attack and What’s Next.” UnitedHealth Group acquired Change Healthcare

 

Grocers, Food Retailers and Retail Pharmacies Prioritizing Wellness and Health in 2024

Thanks to Progressive Grocer’s 91st annual report and research therein, we have fresh insights into where wellness and nutrition fit into food retailers’ — and pharmacies’ and Big Box stores’ — strategies. That priority ranks high in grocers’ plans for in-store services in 2024 and beyond.               Far above all other strategies for food retailers’ in-store services, we see that on-site butchers rank high — among 3 in 4 retailers. Why this might be the case: cost- and value-focused consumers often have questions about how to cook different (lower-priced) costs of meat, or desire

 

Health Information Security – My Interview with Richard Kaufmann, CISO of Amedisys – Part 1: Origin Stories, the Security Ecosystem, and the Start Line

“If data is everywhere, how do you protect it?”  This thought has been on my mind well before the Change Healthcare hacks (that’s plural) with which U.S. health care stakeholders are still dealing as this post goes live on the Health Populi blog. It’s a question posed to me in conversation with Richard Kaufmann, Chief Information Security Officer (CISO) with Amedisys. I’m grateful for the opportunity to explore in depth the many facets of cybersecurity in health care  with Richard – the growing threats, the impact on providers, the state of technology and innovations to manage risks, and his evolving

 

Leveraging Trust, Showing Humility: How Health Care Organizations Can Serve Consumers – A New Read from McKinsey

Three trends underpin health consumers’ evolving demands for service: spending more but getting less satisfaction and innovation; trusting health care with data but underwhelmed by the use of that personal information; and, growing “shopping” behavior seeking quality, availability, proximity, cost, and options across channels for health care. That’s the current read from McKinsey & Company’s team noting that Consumers rule: Driving healthcare growth with a consumer-led strategy.                 In this health consumer update, McKinsey spoke with three consumer marketing experts from other industries to learn best practices on how best to “be there”

 

Healthcare 2030: Are We Consumers, CEOs, Health Citizens, or Castaways? 4 Scenarios On the Future of Health Care and Who We Are – Part 2

This post follows up Part 1 of a two-part series I’ve prepared in advance of the AHIP 2024 conference where I’ll be brainstorming these scenarios with a panel of folks who know their stuff in technology, health care and hospital systems, retail health, and pharmacy, among other key issues. Now, let’s dive into the four alternative futures built off of our two driving forces we discussed in Part 1.             The stories: 4 future health care worlds for 2030 My goal for this post and for the AHIP panel is to brainstorm what the person’s

 

Healthcare 2030: Are We Consumers, CEOs, Health Citizens, or Castaways? 4 Scenarios On the Future of Health Care and Who We Are – Part 1

In the past few years, what event or innovation has had the metaphorical impact of hitting you upside the head and disrupted your best-laid plans in health care? A few such forces for me have been the COVID-19 pandemic, the emergence of Chat-GPT, and Russia’s invasion of Ukraine. That’s just three, and to be sure, there are several others that have compelled me to shift my mind-set about what I thought I knew-I-knew for my work with organizations spanning the health care ecosystem. I’m a long-time practitioner of scenario planning, thanks to the early education at the side of Ian

 

A Vote for Telehealth is a Vote for American Patients’ and Doctors’ Well-Being

Whether you’re a patient or a physician in the U.S., you’re burned out, tapped out, stressed out, timed out. While the 118th U.S. Congress can’t agree on much before the 2024 summer recess, there’s one bipartisan stroke of political pens in Washington, DC, that could provide some satisfaction for both patients and doctors: bring telehealth back to patients and providers permanently. Those pens would do two things to modernize American health care for both patients and doctors: first, Congress would pass the CONNECT for Health Act (HR 4189. S 2016) and second, re-introduce and sign the Telehealth Modernization Act.   

 

A Springtime Re-Set for Self-Care, From Fitness to Cozy Cardio: Peloton’s Latest Consumer Research

How many people do you know that don’t know their cholesterol or their BMI, their net worth or IQ, their credit score, astrological sign, or ancestry pie-chart? Chances are fewer and fewer as most people have gained access to medical records and lab test results on patient portals, calorie burns on smartwatches, credit scores via monthly credit card payments online, and completing spit tests from that popularly gifted Ancestry DNA test kits received during the holiday season.                       Meet “The Guy Who Didn’t Know His Cholesterol” conceived by Roz Chast,

 

Consumers Are So Over Their Paper Chase in Health Care Payments

As we start the month of April 2024 in the U.S., it’s tax season in America with Federal (and other) income taxes due on the 15th of the month. This is also the time my research clock alarm goes off for an important annual report that describes the latest profile of the patient-as-payer in the U.S. ‘Tis the season for J.P. Morgan’s InstaMed team to analyze health care payments data, describing the experiences of consumers, providers and payers in the Trends in Healthcare Payments Fourteenth Annual Report.                   The overall takeaway for

 

The Self-Prescribing Consumer: DIY Comes to Prescriptions via GLP-1s, the OPill, and Dexcom’s CGM

Three major milestones marked March 2024 which compel us to note the growing role of patients-as-consumers — especially for self-prescribing medicines and medical devices. This wave of self-prescribed healthcare is characterized by three innovations: the Opill, GLP-1 receptor agonists, and Dexcom’s Continuous Glucose Monitoring (CGM) system that’s now available without a prescription. Together, these products reflect a shift in health care empowerment toward patients as consumers with greater autonomy over their health care when the products and services are accessible, affordable, and designed with the end-user central to the value proposition and care flows. Let’s take a look at each

 

While Virtual Care is “Table Stakes” in Health Care, Consumers Are Growing More Protective About Data-Sharing

Three in four people in the U.S. have used virtual care, now, “Table-stakes…here to stay for patients and providers. However, that ubiquity comes with its own set of market pressures…shifting from pandemic-responsiveness to market- and consumer- responsiveness,” according to The new era of consumer engagement, Rock Health’s ninth annual Consumer Adoption Survey published 18 March.            Convenience and waiting time are the top two reasons for choosing virtual over in-person care, Rock Health found. While virtual care is ubiquitous across the U.S. health care delivery landscape, patients-as-health care consumers are becoming more savvy and discriminating based

 

How AI is Shaping the Patient and Clinician Experience – My Conversation with Microsoft

For change agents in health care, one of our True North paradigms is the Quintuple Aim. The five pillars of the Quint Aim grew from 3 goals of the Triple Aim: to improve patient experience, to drive better health outcomes, and to lower per patient costs. The Quadruple Aim added the goal of bolstering clinicians’ well-being (to address burnout, stress and depression), leading to the addition of health equity as the fifth objective. That happened in 2021, in the height of the COVID-19 pandemic which shined a bright light on health disparities, inequities, and risks in peoples’ social determinants of

 

From Evolution to Innovation, from Health Care to Health: How Health Plans With Collaborators Are Re-Defining the Industry

As a constant observer and advisor across the health/care ecosystem, for me the concept of a “health plan” in the U.S. is getting fuzzier by the day. Furthermore, health plan members now see themselves as medical bill payers, seeking value and consumer-level services for their health insurance premium investment. Weaving these ideas together is my mission in preparing a session to deliver at the upcoming AHIP 2024 conference in June, I’m thinking a lot about the evolving nature of health insurance, plans, and the organizations that provide them. To help me define first principles, I turned to the American father

 

The Wellness Market Shaped by Health at Home, Wearable Tech, and Clinical Evidence – Thinking McKinsey and Target

Target announced that the retail chain would grow its aisles of wellness-oriented products by at least 1,000 SKUs. The products will span the store’s large footprint, going beyond health and beauty reaching into fashion, food, home hygiene and fitness. The title of the company’s press release about the program also included the fact that many of the products would be priced as low as $1.99. So financial wellness is also baked into the Target strategy. Globally, the wellness market is valued at a whopping $1.8 trillion according to a report published last week by McKinsey. McKinsey points to five trends

 

Access to Technology Is the New Pillar for Well-Being: CES & the UN Partner for Human Security for All

In kicking off #CES2024, CTA’s researchers noted the acceleration of global connectivity, with gaps in peoples’ ability to connect depending where they live: by region, the percent of people connected to the internet today are, according to CTA’s data, 92% in the U.S. 87% in the E.U. 76% in Latin America 73% in China 55% in Nigeria 46% in India. Such gaps in connectivity threaten peoples’ individual well-being, but also social and political stability that impacts the entire world’s security. And not to overlook, as well, the promise of AI to do good at scale at the enterprise-level, globally.  

 

What to Expect For Health/Care at CES 2024

Not known for its salubrious qualities, Las Vegas will nonetheless be a locus for health, medical care, and well-being inspiration next week when the Consumer Technology Association convenes the annual CES featuring innovations in consumer technology.               Ten years ago here in Health Populi, I wrote about New Year’s Resolutions for Health and the 2013 Consumer Electronics Show. Then, one-third of consumers were keen to buy health tracking technology but most of those people were healthy, CTA’s research found. I talked about the “battle of the (wrist)bands” witnessed at CES 2013, and spotted the

 

The Health Consumer in 2024 – The Health Populi TrendCast

At the end of each year since I launched the Health Populi blog, I have put my best forecasting hat on to focus on the next year in health and health care. For this round, I’m firmly focused on the key noun in health care, which is the patient – as consumer, as Chief Health Officer of the family, as caregiver, as health citizen. As my brain does when mashing up dozens of data points for a “trendcast” such as this, I’ll start with big picture/macro on the economy to the microeconomics of health care in the family and household,

 

Healthcare Bills, Affordability, and Self-Rationing Care Will Continue to Challenge U.S. Health Consumers in 2024

Two-thirds of U.S. consumers say they can’t afford to pay their medical bills on-time, based on the 2023 Consumer Survey from Access One, a financial services company focused on healthcare payments.               The report’s title page asks the question, “What options do consumers really want for paying healthcare expenses?” The survey report responds to that question, finding out that nearly one-half of patients have taken some kind of action to reduce their medical expenses. Furthermore, one-third of consumers are not confident they could pay a medical bill of $500 or more. Access One fielded

 

The Best Global Brands Through a Lens on Health – Reading Interbrand’s 2023 Annual Report

“Businesses which have witnessed a rise in brand value…have all transcended their established category norms and play a more significant and meaningful role in society and consumers’ lives,” we learn in the Interbrand Best Global Brands 2023 report, subtitled, “How Iconic Brands Lead Across Arenas. Most brands stagnated or lost ground in terms of brand value in 2023, with average growth rate of 5.7% compared to 16% in 2022. But those who rose fast bucked the stagnation trend, and included the fastest risers Airbnb (growing brand value by 21,8%) and Microsoft (increasing in brand value by 14%, the highest growth rate

 

Health Care Finance Leaders Look to Cut Costs and Improve Patients’ Financial Experience — Think AI and Venmo

One half-of health care financial leaders plan to invest in technology to cut costs — and most believe that AI has the potential to re-define the entire finance function as they look to Leading the transformation, a study conducted by U.S. Bank among U.S. health finance leaders thinking about emerging technologies.               U.S. Bank fielded a survey among 200 senior health care financial leaders in the U.S., 30% of whom were group CFOs, 20% regional/divisional CFOs, 25% senior managers, and the remaining various flavors of financial managers. All respondents were responsible for at least $100

 

The 2023 Health Economy – The Evolving Primary Care and Retail Health Convergence Through Trilliant Health’s Lens

In U.S. health care’s negative-sum game, stakeholders who survive and win that game will have to deliver value-for-money, we learn from Trilliant Health’s 2023 Trends Shaping the Health Economy Report.                 “Report” is one word for this nearly 150-page compendium of health care data that is an encyclopedic treasure trove for health service researchers, marketers, strategists, journalists, and those keen to explore questions about the current state of health care in America. As Sanjula Jain points out in the Report’s press release, the publication resembles another huge report many of us appreciated for

 

The Healthcare Financial Experience is a Stressful One: the Convergence of our Medical, Retail, and Financial Lives

One in two consumers in the U.S. feel their well-being or healing was negatively impacted by difficulty paying for their medical care. Welcome to the convergence of patients’ health care life with financial and retail lives, we learn from the 2024 Healthcare Financial Experience Study from Cedar.                   And that patient’s positive clinical experience can absolutely reverse the consumer’s perception of the provider, noted by this quote from OSU’s Chief Financial Officer Vincent Tammaro: “We’ve cured you of your ailment, but we’ve harmed you financially.” That’s a form of financial toxicity that

 

The Omnichannel Imperative for Healthcare: Supporting Telehealth Awareness Week 2023

“What omnichannel really means: hearing the customer wherever they are and making them feel heard, valued, and understood.” That statement comes from Qualtrics’ explanation of omnichannel experience design. The very human needs of feeling one is heard, is valued, and is understood, underpin the rasion d’etre of omnichannel marketing. And these very values are those that underpin the trust between patients and providers and the large healthcare ecosystem.         It’s Telehealth Awareness Week, led by the ATA. I celebrate and support the effort; this Health Populi post explains the Association’s mantra that Telehealth is Health, and that

 

The Clinician of the Future: A Partner for Health, Access, Collaboration, and Tech-Savviness

One-half of clinicians working in the U.S., doctors and nurses alike, are considering leaving their current role in the next two to three years. That 1 in 2 clinicians is significantly greater than the global 37% of physicians and nurses thinking about leaving their roles in the next 3 years, according to the report Clinician of the Future 2023 from Elsevier.             Elsevier first conducted research among doctors and nurses for the Clinician of the Future report in 2022, following up this year’s survey research online among 2,607 clinicians working around the world: Elsevier polled

 

Consumers Continue to Spend on Technology, Seeking “A Happy, Healthy Connected Life”

Most U.S. consumers will continue to spend their disposable incomes on connected consumer devices, but will be looking for more balance in their digital lives according to Deloitte’s fourth annual 2023 Connected Consumer Survey.                 In this year’s update, the Deloitte Center for Technology, Media & Telecommunications found that most households use five key digital devices daily: above all, smartphones, followed by laptop and desktop computers, tablets, and computer monitors. Most consumers who own smartwatches and health and fitness trackers also use those devices every day, as shown in the household penetration/usage chart