Cervical Cancer Information Seeking in the Digital Communication Environment

Past research has typically examined online health information seeking behaviors without differentiating the types of seeking occurring across diverse online platforms. However, the breadth of sources and rising popularity of new online venues such as generative AI applications have accentuated the need to understand platform-specific online seeking. This study investigated the antecedents and correlates of platform-specific cervical cancer information seeking among Black and White women ages 21 to 65 in the U.S. (for whom routine cervical cancer screening is recommended). Findings revealed that health websites and search engines were the most commonly-used sources, followed by e-consultations, social media, generative AI, and virtual assistants. Black women used each of these platforms more frequently than White women; increased frequency was explained by predictors informed by the theory of planned behavior. Cervical cancer information seeking from health websites, search engines, generative AI, and virtual assistants were positively associated with cervical cancer screening guideline adherence among Black but not White respondents.