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A comprehensive study by PwC reveals that over 80% of Irish consumers utilize wearables and mobile apps for health management, with a significant shift toward AI-driven diagnostics and preventative care.
Recent findings from a comprehensive survey conducted by PwC highlight a significant transformation in how individuals in Ireland approach their health and wellbeing. The data reveals that more than 80 per cent of consumers have now integrated mobile applications or wearable devices into their daily health routines.
This widespread adoption indicates a shift toward proactive health management, with users leveraging technology to monitor critical metrics such as sleep patterns, exercise levels, and the consistent intake of medication. The appetite for sophisticated technology is not merely about convenience but also about clinical reliability.
Approximately 58 per cent of those surveyed expressed a willingness to pay a premium for wearable devices that are trusted and verified by healthcare professionals, suggesting a strong desire for a seamless bridge between consumer electronics and professional medical oversight. The integration of Artificial Intelligence into personal health practices has emerged as a particularly striking trend.
The survey indicates that AI is becoming a primary point of contact for many, with 64 per cent of respondents admitting that they typically utilize an AI tool before seeking advice from a healthcare professional, family member, or medical website. While only about 9 per cent name AI as their top influencer, the sheer volume of people using these tools for initial screenings suggests a fundamental change in the patient journey.
There is a notable generational divide in this acceptance; 77 per cent of individuals aged between 18 and 44 are comfortable allowing AI to manage health and wellness tasks, compared to 53 per cent of those aged 45 to 65 and older. Despite this gap, a majority of consumers, roughly 68 per cent, are open to using AI for personalized fitness plans, nutritional guidance, and the prediction of potential health issues.
Ruth McNamee, a partner within the retail and consumer practice team at PwC, notes that healthcare is becoming increasingly continuous and consumer-led. The ability to manage health in various locations and at different times using diverse tools has raised consumer expectations. This evolution suggests that the traditional model of episodic care—where a patient only visits a doctor when symptoms appear—is being replaced by a model of constant monitoring and early intervention.
This trend is further supported by the fact that while most people still prioritize the opinions of medical professionals, there is a growing reliance on peer networks, with 52 per cent of respondents taking advice from friends and co-workers. Beyond digital tools, the survey touched upon pharmaceutical trends and the general state of public health.
Currently, a small minority of Irish consumers, about 6 per cent, are utilizing GLP-1 prescription medications such as Ozempic and Mounjaro for the treatment of type two diabetes or weight loss. However, there is significant latent demand, with 21 per cent of respondents indicating they would be open to these medications in the future. This interest in medical weight loss coincides with a mixed report on general wellbeing.
Only about one in four respondents described their physical fitness as excellent, while a concerning number—over one in three—rated their mental health as poor or average. This highlights a critical gap in wellbeing that technology and AI may be attempting to fill, as consumers seek more accessible ways to manage both their physical and psychological health in an increasingly digital age
Digital Health AI In Healthcare Wearable Devices Ireland Health Trends Pwc Survey
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