This article was forwarded to me by my HealthSci OhioLINK email list.

Cotten SR, Gupta SS.
Characteristics of online and offline health information seekers and
factors that discriminate between them.
Soc Sci Med. 2004 Nov;59(9):1795-806.
PMID: 15312915

Abstract:
Increasing number of individuals are using the internet to meet their health information needs; however, little is known about the characteristics of online health information seekers and whether they differ from individuals who search for health information from offline sources. Researchers must examine the primary characteristics of online and offline health information seekers in order to better recognize their needs, highlight improvements that may be made in the arena of internet health information quality and availability, and understand factors that discriminate between those who seek online vs. offline health information. This study examines factors that differentiate between online and offline health information seekers in the United States. Data for this study are from a subsample (n=385) of individuals from the 2000 General Social Survey. The subsample includes those respondents who were asked Internet and health seeking module questions. Similar to prior research, results of this study show that the majority of both online and offline health information seekers report reliance upon health care professionals as a source of health information. This study is unique in that the results illustrate that there are several key factors (age, income, and education) that discriminate between US online and offline health information seekers; this suggests that general “digital divide” characteristics influence where health information is sought. In addition to traditional digital divide factors, those who are healthier and happier are less likely to look exclusively offline for health information. Implications of these findings are discussed in terms of the digital divide and the patient–provider relationship.

There is a great divide between the two groups (online seekers and offline seekers). As predicted age, income, and educational level were related to how people sought their information. Offline searchers tended to be about 11 years older than online searchers. Interestingly the online searchers reported being very satisfied with their health and happier. After close analysis it was discovered that the healthy happy online researchers were less likely to look for information offline. The study hypothesized that individuals who were less healthy would be more likely to use the Internet for health information, because they might be more desperate to use the Internet to find solutions to their health problems. This was not the case. Perhaps offline searchers reporting poorer health are not as physically able to use or access the Internet (i.e. are they confined to a bed all day). Another thought is that Perhaps health information obtained from the Internet has helped online health seekers to maintain good health. As the article points out, the data used in the study does not one to examine this.

It is an interesting read. I hope those who are interested have a way of accessing it online to read. I decided not to provide the link to the article because libraries get their journal articles various ways, and the way I was able access it and read it may not work for your library.