Attitudes towards digital healthcare

Ipsos conducted this research on behalf of Bupa during Jan-Feb 2024. Bupa commissioned Ipsos to design and carry out the survey to understand attitudes towards future healthcare developments such as remote healthcare, artificial intelligence and genetic testing.

On behalf of Bupa, Ipsos has conducted an online survey to understand peoples’ opinions on and likelihood to adopt various healthcare developments. 

The research aims to understand respondents’ attitudes and perceptions around healthcare advancements and their likelihood to use these in future. It also looked at what aspects of healthcare people consider most important, and which sources they currently use and trust for healthcare information and advice.

Technical note

This research was carried out by Ipsos on behalf of Bupa. Ipsos conducted an online device agnostic survey across the UK, Australia & Spain, and interviewed 9,001 adults aged 18+ in total (3001 in UK; 3000 in AU; 3000 in ES). Quotas were set on age, gender, region and employment status for all markets, plus education for Spain, to achieve a sample which was representative of the online population on these dimensions. Data for Spain was weighted on these quotas against a broadly nationally representative sample of the online population. Fieldwork took place between 15th Jan and 6th Feb 2024. The sample was sourced from Ipsos iSay panel. Significance testing was carried out at the 95% confidence level. 

Openness and trust levels were captured using a 5-point scale: 

  • "94% of Gen-Z and millennials are also open, to some degree, to following an AI and wearable driven health plan" (score 3-5 on a 5-point scale).
  • “Only 2 in 5 people across any age group (42%) trust in AI capabilities overall” (score 4-5 on a 5-point scale)

Birthyears for the generations referenced: Gen Z = 1997-2012; Millennials = 1981-1996; Gen X = 1965-1980; Boomers = 1946-1964; Post war = 1928-1945.

For the purposes of this research, ‘disability’ is defined as having at least one of the following conditions: Blindness or visual impairment, Deafness or hearing impairment, Speech, communication, and/or processing disability, Mental health disability, Mobility / physical disability.

Total unweighted sample sizes for the subgroups referenced:

Multi-market: UK (n=3001), AU (n=3000), ES (n=300), Gen Z (n=1033), Millennial (n=2634), Gen X (n=2656), Boomers (n=2360), Post war (n=318), Male (n=4306), Female (n=4689), Caregiver (n=2210), Not caregiver (n=6499), Disability (n=2180), No disability (n=6518), Private health (n=3324), With Bupa/Sanitas (n=612), No private health (n=5454).

UK: Gen Z (n=361), Millennial (n=856), Gen X (n=821), Boomers (n=827), Post war (n=136), Male (n=1449), Female (n=1550), Caregiver (n=753), Not caregiver (n=2171), Disability (n=678), No disability (n=2231), Private health (n=722), With Bupa (n=106), No private health (n=2217).

Australia: Gen Z (n=321), Millennial (n=934), Gen X (n=781), Boomers (n=816), Post war (n=148), Male (n=1400), Female (n=1598), Caregiver (n=633), Not caregiver (n=2249), Disability (n=789), No disability (n=2104), Private health (n=1643), With Bupa (n=353), No private health (n=1273).

Spain: Gen Z (n=351), Millennial (n=844), Gen X (n=1054), Boomers (n=717), Post war (n=34), Male (n=1457), Female (n=1541), Parent (n=1108), Not parent (n=1892), Caregiver (n=824), Not caregiver (n=2079), Disability (n=713), No disability (n=2183), Private health (n=959), With Bupa/Sanitas (n=153), No private health (n=1964).

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