Health information and the digital divide

Abstract Using data from the 2007 Health Information National Trends Survey, conducted by the Centers for Disease Control and Prevention, the present study explores whether a ‘digital divide’ driven by age and socioeconomic status exists among white adults in the United States, and its possible influence on health information search, retrieval, and utilization. The results suggest that there are major differences in exploiting health information sources between Internet users and non-users, and on perception about the search process itself: using the Internet as a channel to access health information decreases search effort, and increases understanding and confidence with the retrieved information. The authors argue that a ‘digital divide’ exists, which left uncorrected may pose significant challenges to the American health system in the long run, and may have an impact on the ability of marketers to reach their intended audiences.