Biases in the Willingness to Download a mHealth App: A Discrete Choices Experimental Study Among Nigerian Healthcare App Subscribers

BackgroundAlthough there has been an increase in the availability of mobile health (mHealth) tools globally and their potential benefits for both healthcare providers and patients, the adoption of mHealth is still relatively low. Additionally, only a limited number of studies have investigated the intention of individuals to download mHealth apps. ObjectiveWe conducted a study to explore peoples inclination towards using a health app. MethodsWe conducted the study in Nigeria using a discrete choice experiment. The study had a sample size of 2800 participants who were presented with two different attributes and levels. These attributes were price ($20 = N 17932.80 [at a currency exchange rate of $1= N896.64], and free subscription option) and data protection (with options of data protection vs no data protection). The participants were randomly assigned to the different attribute and level options. For the analysis, we used the conditional logistic model. ResultsAccording to the results of the study, the likelihood of downloading a mHealth app is significantly higher when the app is offered for free. The study also found that users tend to ignore data protection specifications, and instead prioritize free subscription offers while showing reluctance towards apps that come with a price tag. ConclusionsThe use of mobile health (mHealth) tools has a high potential in reducing healthcare costs and enhancing the efficacy of traditional health interventions and therapies. The major driving forces behind the increasing adoption of mHealth apps in the future are cost reduction and the establishment of sound business models. It is crucial to establish reliable standards for mHealth apps, which can include information about pricing and legislation regarding data protection, to ensure that potential consumers can make informed decisions.