Time spent online and online health-seeking related behaviors

Purpose: This study examines the relationships between time spent online and related online health information seeking behaviors.  Methods: An online survey was administered to an adult sample in higher education settings.  Three levels of online duration were used to measure active level of online users.  Results: A total of 372 adults participated.  Mean age was 28.5 years, 60% females, 71% had college education, and 58% were never been married.  Overall 35% of the participants spent below 2 hours, 43% spent 3-5 hours, and 22% spent over 6 hours daily.  There were no gender or age differences.  Those who have never been married were less likely to stay online below 2 hours (30% vs. 42%; p<.05), and those with higher education were more likely to spend over 6 hours daily online (33% vs. 20% vs. 11%; p<.05).  More active online users were also more active and engaged in all types of social media utilization including having accounts, frequent log-in, or be advanced users (all p<.05).  Those who spent over 6 hours daily online were also more likely than those who spent below 2 hours to look for health information via social media (55.3% vs. 29.2%; p<.001).  There were, however, no differences between online duration and the various health behaviors, including discussions with others or doctors about online health information (OHI), or changes on own behaviors or decision making due to OHI.  Conclusion:  The study has implications on identifying characteristics of active online users for e-Health communication program development and planning.