Sociodemographic Predictors of Attention to Media Channels for Health Information: Results from the Health Information National Trends Survey (HINTS)

Theoretical Background and research questions/hypothesis:  Effective health communication strategies are critical for health promotion. With health information becoming increasingly available through multiple channels, understanding information preferences of target audiences can maximize efficiency for disseminating health information. Identifying the media channels and sources where people pay attention to health information can help guide strategic channel selection for specific target audiences.

Methods:  Data from the National Cancer Institute’s Health Information National Trends Survey fourth iteration, Cycle 1 (HINTS 4, Cycle 1) were used for this study (n=3959). HINTS is a cross-sectional, nationally representative survey of the U.S. adult, civilian, non-institutionalized population that collects data on the public’s access to, need for, and use of health-related information. Weighted frequencies were calculated, and multivariable logistic regression was used to assess respondents’ reported attention to different media sources for health information and to identify sociodemographic predictors of attention to different media sources, including Internet, TV (local and national), news (online and print), radio, and health newspapers and magazines.

Results:  More than half (64%) of respondents reported that they pay attention (at least ‘some’ or ‘a lot’) to Internet sources for health or medical topics. In comparison, 22% of respondents said that they pay attention (at least ‘some’ or ‘a lot’) to the radio for health or medical information. Similarly, 39% of respondents reported paying attention to local TV, 43% to national TV, and 35% to print news for health-related information. There were significant sociodemographic differences in reported attention to media sources.  Females are more likely to pay attention to internet sources for health information (OR =1.57, p<.01) compared to males, and those who are aged 70+ are less likely to pay attention to internet sources (OR = .45, p<.001) compared to those in the 18-29 year old age group. Similarly, individuals with higher educational attainment generally paid more attention to the internet than those with high school or less. Compared to white respondents, black and Hispanic respondents are more likely to pay attention to television (local TV - Black: OR=2.51, p<.001; Hispanic: OR = 2.29, p<.001; national TV - Black: OR=2.66, p<.001; Hispanic: OR=2.33, p<.001) and radio (Black: OR=2.44, p<.001; Hispanic: OR=1.96, p<.01) for health information. 

Conclusions:  Attention to health information on the internet is generally higher than attention to TV, radio and print news. However, there are significant differences in attention to media channels by certain sociodemographic characteristics, most notably age, education and race/ethnicity. Identifying differences in attention to media sources by certain sociodemographic characteristics allows campaign planners and health communication practitioners to better target delivery channels for health information.

Implications for research and/or practice:  This analysis identified media sources that U.S. adults and certain population subgroups reported paying most attention to health information. Results can inform the planning, design and dissemination of health communication strategies in order to extend reach and make them optimally effective.