Frequency of Online Health Information Seeking and Types of Information Sought Among the General Chinese Population: Cross-sectional Study

BACKGROUND: The internet is one of the most popular health information resources, and the Chinese constitute one-fifth of the online users worldwide. As internet penetration continues to rise, more details on the Chinese population seeking online health information need to be known based on the current literature. OBJECTIVE: This study aims to explore the sociodemographic differences in online health information seeking (OHIS), including the frequency of OHIS and the types of online health information sought among the general Chinese population in mainland China. METHODS: A cross-sectional study for assessing the residents' health care needs with self-administered questionnaires was implemented in 4 counties and districts in China from July 2018 to August 2018. Pearson's chi-square test was used to identify the sociodemographic differences between infrequent and frequent online health information seekers. We also performed binary logistic regression for the 4 types of online health information as the dependent variables and the sociodemographic factors as the independent variables. RESULTS: Compared with infrequent online health information seekers, frequent seekers were more likely to be female (infrequent: 1654/3318; 49. 85%; frequent: 1015/1831, 55. 43%), older (over 60 years old; infrequent: 454/3318, 13. 68%; frequent: 282/1831, 15. 40%), married (infrequent: 2649/3318, 79. 84%; frequent: 1537/1831, 83. 94%), and better educated (bachelor's or above; infrequent: 834/3318, 25. 14%; frequent: 566/1831, 30. 91%). They were also more likely to earn a higher income (over RMB ¥50k RMB ¥1=US 0. 15641; infrequent: 1139/3318, 34. 33%; frequent: 710/1831, 34. 78%), have commercial health insurance (infrequent: 628/3318, 18. 93%; frequent: 470/1831, 25. 67%), and have reported illness in the past 12 months (infrequent: 659/3318, 19. 86%; frequent: 415/1831, 22. 67%). Among the 4 health information types, health science popularization was the most searched for information by Chinese online health information seekers (3654/5149, 70. 79%), followed by healthy behaviors (3567/5149, 69. 28%), traditional Chinese medicine (1931/5149, 37. 50%), and medical concerns (1703/5149, 33. 07%). The binary logistic regression models showed that males were less likely to seek information on healthy behaviors (adjusted odds ratio AOR 0. 69, 95% CI 0. 61-0. 78) and traditional Chinese medicine (AOR 0. 64, 95% CI 0. 57-0. 73), and respondents who had at least 1 chronic disease were more likely to seek information on medical concerns (AOR 1. 27, 95% CI 1. 07-1. 51) and traditional Chinese medicine (AOR 1. 26, 95% CI 1. 06-1. 49). CONCLUSIONS: Sociodemographic factors were associated with the frequency of OHIS and types of information sought among the general Chinese population. The results remind providers of online health information to consider the needs of specific population groups when tailoring and presenting health information to the target population.