Internet Health Information-Seeking, Social Media, and Mobile Text Messaging Among U.S. Adults: Implications for Health Promotion

Theoretical Background and research questions/hypothesis: Widespread adoption of new media technology (e.g., online social media, mobile text messaging) has changed the way that people communicate with others, seek information, and interact with information content. The contemporary communication environment necessitates a trans-media approach to health communication: utilizing new media in combination with traditional media channels to actively disseminate health communication messages. There remains a need, however, for empirical research to inform planning of trans-media approaches to health communication endeavors, particularly those leveraging new media channels. 

Methods: Data from the 2008 Pew Internet and American Life Project Health survey were analyzed to investigate the relationships among internet health information-seeking, online social media use, and mobile text messaging among U.S. adults. The sample was limited to internet users (n = 1,624) and analyses were weighted to be representative of U.S. adults. Bivariate statistical tests (e.g., t-test, Pearson’s r correlations) and multivariate linear regression were used to examine the relationships among online social media use, mobile phone text-messaging (i.e., SMS) use, health status, presence of chronic conditions, demographics, and online health information-seeking behaviors.

Results: A majority of the sample (83%) reported seeking information about one or more health topic online. Most reported using mobile SMS (62%), however only 24% of the sample reported using one or more online social media source. In a multivariate linear regression model, searching for more health information topics was significantly associated with using mobile SMS (B = 1.45, SE = 0.20, p < .001) and less use of online social media (B = -0.92, SE = 0.24, p < .001). This model also controlled for the effects of demographic characteristics, including age (B = -0.01, SE = 0.01, p = .03), male sex (B = -1.04, SE = 0.19, p < .001), having attained a college education or greater (B = 1.22, SE = 0.20, p < .001). 

Conclusions: The results support the use of multiple communication media (e.g., a trans-media approach) for health communication efforts. Mobile text messages may be a particularly important channel to reach internet users who are already engaged with online health information to reinforce web-based health messages. Social media may be more appropriate to reach those who are not currently engaged with online health information. 

Implications for research and/or practice: Additional research is needed to specifically explore the role of online social media for health communication activities; particularly, the utility of online social media for reaching those who may not already be engaged with internet health information.