Parks Associates unveiled digital health research today identifying four consumer segments based on their attitudes toward their health and healthcare solutions. The research firm reported that among all U.S. broadband households, 26% are Healthy and Engaged, 25% are Challenged but Mindful, 28% are Unhealthy and In Denial, and 21% are Young and Indifferent.

Interest in technology does NOT influence usage of digital health products and services.“The market for health solutions and digital heath devices is different from any other CE or tech service market, and companies must be mindful of the differences if they are to succeed,” said Harry Wang, Director, Health & Mobile Product Research, Parks Associates. “The traditional early adopters for CE devices show little interest in health devices. Instead, the Healthy and Engaged consumer segment, with an average age of 40 years old, offers the greatest market potential for digital health products and services. These consumers regularly exercise, watch their diet, and have higher incomes, on average.”

Based on a survey of 2,500 U.S. broadband heads-of-household in Q4 2013, Parks Associates has found that interest in technology does not influence usage of digital health products and services. For instance, while Young and Indifferent report the highest interest in new technologies, they have the lowest concern for their health, with only 28% of them looking up health information online in the last 12 months.

Here’s how these digital health consumer segments look like:

Healthy and Engaged – Health conscious, don’t have chronic health problem
Offer the greatest market potential for digital health products and services.
Regularly exercise and eat fresh fruits and vegetables.
Have higher incomes, on average.

Challenged but Mindful – Health conscious, have chronic health problem
Offer the second-greatest market potential for digital health products and services.
Regularly exercise and eat fresh fruits and vegetables but have a chronic health condition.
Older consumer segment; unlikely to have children in the home.

Unhealthy and In Denial – Not health conscious, have chronic health problem
Offer the third-greatest market potential for digital health products and services.
Lower income levels, on average; disproportionately likely to live in the Midwest and South.
Do not habitually exercise or eat fresh fruits and vegetables; have a chronic health condition.

Young and Indifferent – Not health conscious, don’t have chronic health problem
Lowest market potential for digital health products and services.
Youngest segment; low income levels; least likely to be married.
Express the most enthusiasm for technology products and services.
Healthy but do not habitually exercise or eat fresh fruits and vegetables.