Education and income disparities associated with online health information seeking behavior: Using an approach of the knowledge-gap theory

Background: Although cancer is the second-leading cause of death in the U.S., there exists a large knowledge gap about cancer information-seeking behaviours and cancer prevention. This gap is related to demographic characteristics such as age, sex, ethnicity as well as income and education levels that are central to the knowledge gap theory. Method: This study examined the factors associated with individuals' online cancer information-seeking behaviour, using the 2020 Health Information National Trends Survey (HINTS) 5, Cycle 4 sample. To test the knowledge gap theory and examine the influence of individuals' health status on information-seeking behaviour, multiple regression was used to assess the relationships among all these variables. Results: The results indicated that participants with higher education and higher household incomes had significantly more online cancer information-seeking behaviour (all p < 0.01), compared with those with lower education and lower household incomes. Furthermore, personal cancer history and worry about getting cancer were two important personal factors positively associated with online health information-seeking behaviour (all p < 0.01). Implications: Policymakers should consider implementing educational protocols and/or campaigns targeting individuals with lower levels of education and lower household incomes to increase their awareness, access and utilization of cancer preventive resources.