What do we know about online health communities? Examining intended audience, type of content, and predictors of use

Interactive online health communities are gaining popularity. Participating in these communities may increase perceived social and informational support due to support from other community members, but it may also expose individuals to inaccurate or inappropriate health information. Our objectives were to: (1) describe the intended audience and type of content posted in online health communities, and (2) identify predictors of posting in these communities. We analyzed data from the nationally-representative 2012 Health Tracking survey from the Pew Internet and American Life Project (n=3014). Using weighted data, we determined adjusted associations between sociodemographic and health-related variables and posting in online health communities. Approximately 8% of Internet users posted in online health communities. Internet use for this purpose was more likely among women (AOR = 1.69, CI: 1.11, 2.58). Those aged 25-39 were more likely (AOR = 2.00, CI: 1.02, 3.91) and those aged 70+ were less likely (AOR = 0.28, CI: 0.11, 0.72) to post in online health communities than those aged 18-24. Among those who posted in these communities, 20% asked health questions, 41% shared personal health experiences, and 39% did both. Most (84%) posted to receive feedback from general audiences only; 12% posted for feedback from health professionals only, and 5% posted for both audiences. Findings suggest that few Internet users participate in online health communities, and most hope to receive feedback from general audiences, not health professionals. Studies should examine these associations further and explore implications of participating in online health communities for health behaviors and healthcare utilization.