Colorectal cancer information seeking behavior and trusted sources: Opportunities for intervention

Purpose: The purpose was to determine colorectal cancer (CRC) information-seeking patterns, frequent and trusted sources of information, and screening practices to inform future interventions to increase participation in CRC screening.

Methods: The study was a cross-sectional, random digit dialed (landline; cell phone numbers) survey using computer-assisted telephone interviews conducted by trained, professional interviewers. South Carolina residents aged 45-75 years were contacted. For this paper, analysis was restricted to participants aged 50-75 (n=1,302) who fell in the age range for CRC screening guidelines. Odds ratios were adjusted for race and gender.

Results: Participants who had ever looked for CRC information (n=415) were significantly more likely to report having a fecal occult blood test (FOBT) (OR=1.65; CI: 1.94, 2.10), flexible sigmoidoscopy (OR=1.5; CI: 1.17, 1.92), colonoscopy (OR=1.66; CI: 1.27, 2.17), or any CRC screening method (OR=2.01; CI:1.44, 2.78). Males were significantly less than females likely to get a colonoscopy (OR=0.71; CI: 0.56, 0.91). There was no significant difference in outcomes by race or geographic location. Most participants sought information on CRC screening from their health care provider (n=339, 82%), reading pamphlets (n=284, 68%), or using the internet (n=228, 55%). The most trusted source was a health care provider (n=266, 64%), followed by the internet (n=54, 13%) and pamphlets (n=32, 8%).

Conclusion: Individuals who had ever looked for information on CRC screening were more likely to have been screened. Main sources of trusted information, particularly health care providers, represent opportunities for intervention to increase saliency of CRC screening to prevent and down-stage CRC.