Preferences, Perceptions, and Use of Online Nutrition Content Among Young Australian Adults: Qualitative Study.

Background: Nutrition misinformation is pervasive on frequently accessed online sources such as social media platforms and websites. Young adults are at a high risk of viewing or engaging with this content due to their high internet and social media usage.

Objective: This study aimed to understand young adults' preferences, perceptions, and use of online nutrition content.

Methods: Young Australian adults (aged 18-25 years) were recruited and interviewed individually via video calling (Zoom; Zoom Video Communications) between December 2023 and February 2024. Participants were recruited via convenience sampling using Facebook advertising. The interviewer followed a semistructured format, and questions were guided using a piloted template. Reflexive thematic analysis was conducted using NVivo (Lumivero) to explore the preferences, perceptions, and use of online nutrition content among the sample.

Results: The sample (N=20; mean age 22.9 y, SD 2.3 y) was predominantly female (n=13, 65%) and had, or was studying toward, a tertiary qualification (16/17, 94%). Most participants used social media (19/20, 95%) and internet websites (16/20, 80%) to access nutrition content. Other platforms used included generative artificial intelligence (n=1), apps (n=1), eBooks (n=1), newsletters (n=1), and podcasts (n=1). When exploring perceptions, most participants agreed that online nutrition content was quick and easy to find and informative. Furthermore, perceived reliability and engagement depended on several factors such as the creator's credentials, length and format of content, consensus on topics, and sponsorships. Short-form content was not considered reliable, despite its engaging nature. Content containing sponsorships or product endorsements was met with skepticism. However, participants were more likely to trust content reportedly created by health professionals, but it was unknown whether they were accessing verified professionals. The oversaturation of content demotivated participants from evaluating the reliability of content. When asked about preferences, participants valued both short- and long-form content, and evidence-based content such as statistics and references and preferred casual and entertaining content that incorporated high-quality and dynamic editing techniques such as voiceovers.

Conclusions: The study identified the online nutrition content sources and topics young Australian adults access and the key factors that influence their perceptions and preferences. Young Australian adults acknowledge that misinformation is not exclusive to certain platforms. The accessibility and engagement of content and the ambiguity of professional "credentials" may lead them to trust information that is potentially of low quality and accuracy. Findings also show that there needs to be a balance between engaging formats and presenting evidence-based information when designing online nutrition content to engage these audiences while combatting nutrition misinformation. Future research should explore how these factors impact usage of online nutrition content and dietary behaviors among young Australian adults. Further consultation with this cohort can inform tailored interventions that aim to enhance their food and nutrition literacy and diet quality.