Online Program

A prescription for internet access: Appealing to older adults through social media networks to combat colorectal cancer

Wednesday, November 6, 2013 : 11:06 a.m. - 11:18 a.m.

Crystal Lumpkins, PhD, School of Medicine/Department of Family Medicine, University of Kansas, Kansas City, KS
Natabhona Mabachi, PhD, MPH, Family Medicine, Kansas University Medical Center, Kansas City, KS
Jaehoon Lee, PhD, Center for Research Methods and Data Analysis, University of Kansas, Lawrence, KS
Hsiang-Feng Chen, MS, Center for Research Methods and Data Analysis, University of Kansas, Lawrence, KS
K. Allen Greiner, MD, MPH, Center for American Indian Community Health, and Department of Family Medicine, The University of Kansas Medical Center, Kansas City, KS
The popularity and usage of social media networks among American internet users age 50 and over doubled from 22% in 2009 to 42% in 2010. Today, 50% of internet users age 50-64 use social-networking sites and 31% do so on a typical day. This increase may be due to the likelihood that many older adults are living with a chronic disease and are more likely to reach out for support online. The growth of aging populations has increased the concern for colorectal cancer risk. This study investigates health related factors associated with current social media use among adults 50 and older. The 2012 Health Information National Trends Survey data (N=3, 959) was analyzed using SAS survey procedures. Individuals 50 and older (N= 2,234) were included in the analysis. In addition to bivariate statistics of selected variables, logistic regression was conducted to identify predictors of social media usage to seek out cancer information. Preliminary results show that age (50>) is a strong predictor of seeking cancer information via social media (OR= 0.95; p= 0.02); the likelihood of visiting a social-networking site to seek cancer information decreased by 5% with each year in age after controlling for race and talking with a doctor about a CRC screening. Further analysis will show at what age (50>) this decrease occurs. Social media networks have the potential to give health promoters and communicators novel ways to engage, inform and educate older Americans about colorectal cancer risk and prevention.

Learning Areas:

Communication and informatics
Social and behavioral sciences

Learning Objectives:
Explain the value of using social media networks as a tool to inform aging populations about colorectal cancer risk and prevention Identify differences of social media usage to seek cancer information among aging populations in the United States Analyze the outcome of the study and propose steps to further investigate how social media networks can inform, educate and engage aging populations about colorectal cancer risk and prevention

Keyword(s): Health Communications, Adult Health

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I am currently principal investigator for a National Cancer Institute career development award that focuses on health promotion and communication of colorectal cancer risk and prevention through urban churches. In addition to this, I also managed a pilot study for my dissertation as a doctoral student where I conducted an experiment that involved looking at African American women's information processing of religious symbols in breast cancer advertisements and whether this had impact on behavior intention.
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.