The news: Most US consumers are already using digital tools for healthcare purposes, but three-quarters would prefer more personalized solutions, per a new Harris Poll sponsored by Verily.

Harris’ July 2025 online survey polled 2,000 US adults who own a smartphone and make a majority of their own healthcare decisions.

Digging into the data: The majority (60%) of consumers already use digital health tools and regularly seek updates and new resources, including apps.

• 47% reported using a health wearable, with the vast majority (94%) satisfied with the ease of use.
• However, among all health app users, 64% found at least some aspects of the technology frustrating—28% cited inaccurate measurement or information as a problem, while another 28% pointed to a lack of integration across apps.

Zooming out: More than 94 million people will use at least one health/fitness app on their smartphones this year, per our projections. We forecast about 83 million people, or nearly one-quarter of the US population, will use a health-related smart wearable.

Why it matters: Consumers are embracing digital health, but they want more than just access data—three-quarters of Harris/Verily respondents want more personalized health solutions.

• 76% want apps that will help them understand their health data over time.
• 75% would like individualized recommendations from healthcare professionals.

Our take: The next wave in digital health is moving from data collection to interpretation, like Google’s Fitbit plan to add an AI-powered coach.

Healthcare marketers and brands need to use generative AI (genAI) tools, like remote monitoring, predictive analysis, and chatbots, to deliver personalized consumer experiences.

• Remote monitoring can trigger alerts or recommendations from health experts based on individual data.
• Predictive analysis can surface reminders or insights drawn from past behavior, helping consumers stay on track.
• AI-powered chatbots and virtual assistants can provide around-the-clock support, answering health questions and offering guidance in a conversational, familiar tone.