Two generations marked by differences in their perception and use of technology don’t differ significantly in seeking health information online and engaging in preventative health actions afterward, FIU Business research found.
Published in the January 2024 issue of the Journal of Internet Medical Research, the study investigated the variations in online health information searches (OHIS) and the adoption of preventive behaviors, between digital natives, aged 18-42, and digital immigrants who are older than 43 years of age.
“How you search is the driver of preventative behavior,” said Jayati Sinha, associate professor of marketing and logistics, and one of the researchers. “It’s surprising that there’s not much difference between the two generations in the actions taken after finding the information - managing their health better.”
What’s different? Their search topics.
Digital natives searched more frequently on wellness-related topics such as sports and fitness, nutrition and diet, and general health knowledge. Their immigrant counterparts searched for health guidance and management information - such as medication guidance and disease consulting - more frequently.
Understanding the differences between these two digital generations “will help healthcare providers design more effective communication methods to improve and maintain health for older and younger healthcare consumers,” said Sinha.
Conducted in November 2023, the study analyzed 1,137 online responses (50.2% digital natives and 49. 8% digital immigrants) on how frequently they had engaged in OHIS in the previous 12 months. The researchers also asked what preventive health actions were taken after finding the health information online:
- Did your health behavior change for the better?
- Did you see a doctor?
- Did you monitor your health yourself for any changes?
“As the older adult population and the demand for health care and online medical information increase, knowing what types of OHI younger and older generations are seeking, will help healthcare providers to guide healthcare consumers towards trusted OHI sources” Sinha said. “The types of OHI seeking behavior makes health consumers prepared for conversation with doctors, as well as manage their health better”
The study’s results suggest that further examination is warranted. Future research could use in-person recruitment and focus groups to test the differences in OHIS and preventative health behaviors to understand how these results may apply across various population groups, including disadvantaged and digitally marginalized groups.
Sinha conducted the research with Nuket Serin of Bellarmine University.