The individuals that use digital health often aren’t the ones that need it most. Previous research has identified many factors that drive these divisions among consumers. To understand how to increase engagement among patient groups that have the most to gain, I analyze how digital health has evolved over time, how it varies across demographic features and to identify what similarities groups of digital health consumers share. I find that overall digital health adoption is increasing but drops slightly in 2020. I also find that age, income, education, health and gender all significantly impact an individual’s likelihood to use digital health. Three distinct customer segments are identified, pointing towards a need for companies to market towards older, lower-income and unhealthy individuals.