• Figure 1-1: Mobile Adoption among U.S. Adults 
• Figure 1-2: Profiling Mobile Phone Owners vs. Those with No Mobile Devices 
• Figure 1-3: Mobile Phone Ownership by Income and Age 
• Figure 1-4: Mobile Phone Owners Using Text/SMS Messaging vs. Those Who Do Not; Top Conditions Using Texting 
• <3 IT OR H8 IT – TXTING IN THE U.S 
• Figure 1-5: Mobile Phone Owners Using Mobile Web vs. Those Who Do Not 
• Figure 1-6: Activities Performed on Cell Phones or Mobile Devices in the Past 12 Months (by Age) 

• mHealth in the U.S. 
  • Figure 2-1: Ten Million U.S. Adults Use Their Cell Phones or Mobile Devices to Find Health Information Online 
  • Figure 2-2: Comparing Mobile Health Users vs. Those Who Do Not Use Mobile Devices for Health Info 
  • mHealth for Public Health
• A Look Around the iPhone App Store 
  • Figure 2-3: Top Ten Free and Paid Applications in the “Health and Fitness” Section of the iTunes Application Store 
  • Other Applications from the iTunes App Store 

• Benefits of Mobile Health Initiatives 
• Opportunities for Mobile Health (mHealth) in the U.S. 
• Mobile Marketing Opportunities 
  • mCoupons 
  • Opt-in DTC Response 
  • Marketing on the Mobile Web 
  • Developing Content for the Mobile Web 
• Key Learnings and Action Items 

In the words of those ubiquitous Sprint commercials, “It’s hard to believe we call these things phones.” Today’s mobile devices combine telephones, computers, cameras, the Internet, and television – all in the palm of your hand. And as device memory, connection speeds, and user-interface design continue to advance, the impact of these convergence devices on how consumers access content, communicate, and interact with the world will be just as revolutionary as that very first telephone.

Many analysts predict that mobile devices will be the primary Internet access point for consumers within the next three to five years. As Web-enabled mobile devices become commonplace, we will see a new medium emerge – the mobile Web – that will come with its own brand of content, texture, and rules of engagement.

All of this holds exciting possibilities for the world of mobile health. Just as “eHealth” emerged as a buzzword in the early days of the Internet and later became an industry unto itself, “mHealth,” short for “mobile health,” is poised to see exponential growth in the U.S. in the coming years.

mHealth has the potential to transform healthcare among consumers as much, if not significantly more than the Internet has.  The relatively more portable, personal, and single task–focused characteristics of mobile are ideal for tracking and modifying health behavior, which is at the core of most health businesses and public initiatives. Around the globe, especially in regions where Internet or phone access is spotty at best, mHealth programs are already stepping in to fill this connectivity gap for millions of people. Progress in the U.S., however, has been slower – largely because of the pervasive use of the Internet and the types of mobile devices and plans available to consumers. 

Similar to the Internet’s early days, the mobile market is highly complex.  Penetration of devices and networks that support advanced media such as Web browsing and multimedia messaging has grown slowly as has more complex user behavior around “smarter” phones (i.e., those offering more than basic telephone functionality). Further, mobile-related business models are being tested, as are partnerships and ecosystems among carriers, content/app providers, and advertisers. Finally, as with all emerging media, measurement, cost-effectiveness, and standards around this channel are being worked out.   

Despite these challenges, experimentation and interest are widespread.  The Food Network, WebMD, Johnson and Johnson, and the National Health Service in the UK, among others, have launched mobile initiatives. Several of the large carriers and device manufacturers are developing their mobile health strategic plans. And biopharma companies, all too familiar with the pivotal role mobile plays in physician marketing and education, are trying to understand how to take advantage of this emerging channel. 

A recent Manhattan Research survey suggests these forays into mHealth are well-timed: over ten million online adults have looked up health information on their cell phones in the last year.

The outlook for mobile marketing and mHealth looks slow and steady, but certain. To remain competitive, marketers and product developers would do well to keep an eye on this developing market to maintain a competitive advantage as mobile becomes a critical piece of consumer channel mix over the next 18 months.

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