Some of our latest research uncovers distrust surrounding use of digital healthcare apps, especially when those services are offered by big tech companies. Reach3's Executive Vice President and Founding Partner, Dara St. Louis, writes more about the data—and what it means for healthcare companies—in her latest article for the Electronic Health Reporter, "Digital Health Adoption is Surging, but so is Consumer Distrust."

Digital health adoption is on the rise

The use of digital health tools, including apps and wearables, is becoming mainstream. In our Digital Health Trends report, an annual research study leveraging our conversational research approach and the Rival Technologies platform, we found that 66% of Americans now use health-related devices and 72% are engaging with health apps—a significant jump from 55% in 2021. Younger generations are particularly embracing this trend. 

Dara highlights that “29% of Gen Z and 23% of Millennials are particularly drawn to holistic wearables,” and mental health app usage is growing, especially among younger users, with 26% of Gen Z and 31% of Millennials adopting these tools.

Beyond fitness and wellness, Americans are also showing interest in advanced technology in healthcare. Over half of respondents have “positive or very positive feelings about AI in health and wellness,” and many are open to using AI for purposes like fitness tracking, diagnosis, and screening applications.

Trust issues with big tech

Despite the enthusiasm for digital health innovations, trust remains a major obstacle. As Dara explains in the article, “53% say they would never trust these companies with their personal health data.” Concerns about data privacy are escalating, with nearly half of respondents fearing misuse of their information. Trust in big tech’s healthcare efforts has declined, with 44% expressing skepticism in 2024, up from 28% in 2022.

If Big Tech wants to close the trust gap in its health sector, companies may wish to place greater focus on embodying the security practices and general principles that traditional healthcare providers offer.

On the other hand, Americans show strong trust in traditional healthcare providers. Nearly 90% trust their doctors with personal health data, and 80% feel the same about hospitals. This discrepancy highlights an opportunity for healthcare tech companies to align more closely with the values and security practices of traditional providers to address consumer fears.

The way forward: innovation meets trust

As Dara notes, the companies that will succeed in the evolving digital health space are those that “balance innovation with trust.” Addressing the public’s concerns about data security, particularly in an era of frequent data breaches, will be critical. Additionally, traditional healthcare providers—already trusted by the public—could play a pivotal role in introducing these innovations to consumers.

By leveraging advanced research methodologies, such as Reach3's conversational research approach, healthcare companies can better understand consumer attitudes and needs, building solutions that drive both adoption and trust. 

For more, check out Dara’s complete article in the Electronic Health Reporter. 

Our Digital Health Trends mobile deliverable also provides more details, including how much trust consumers place in brands like Anthem, Cigna, Aetna, Google, Apple, Amazon, and more when it comes to their health data.