Drivers of online health information seeking in Türkiye: Impact of health needs and medical beliefs

Background

Digital platforms are primary sources for health-related searches. Understanding the drivers of online Health Information Seeking Behavior (HISB) is vital to protect individuals from health-related misinformation and unreliable sources. This study explores the sociodemographic, health-related, and medical belief determinants of online HISB in Türkiye.

Methods

Data were obtained from the 2024 Turkish General Social Survey, representing a nationwide sample of adults aged 18 and older (N = 2,615). The outcome measure was the frequency of online HISB over 12 months. Analysis included descriptive statistics, chi-square tests, and blockwise OLS regression to identify independent predictors including sociodemographics, urbanization, health status, and medical beliefs.

Results

Overall, 48.5% of respondents engaged in online HISB several times a month or more. Seeking frequency was higher among females (55.4%), younger cohorts (18-24: 63.6%), university graduates (60.7%), and urban residents (52.2%), (all p < 0.001). In the regression model, the strongest predictors of frequent online HISB were preference of alternative medicine over modern medicine (B = 0.140, p < 0.001) and living with a long-term condition or disability (B = 0.312, p = 0.005). Although correlated with alternative medicine preference (r = 0.249, p < 0.001), the belief that vaccines are harmful was not a significant predictor of HISB frequency.

Conclusions

Online HISB in Türkiye is driven by health needs and specific medical beliefs. Higher HISB among alternative medicine proponents suggests that individuals may use digital platforms to find complementary solutions online, likely reflecting perceived gaps in or dissatisfaction with formal healthcare. Public health strategies should prioritize digital health literacy, particularly for individuals with long-term health problems and those seeking alternative medical options, to ensure access to evidence-based information from digital resources.

Key messages

• Nearly half of the Turkish adult population seeks health information online at least monthly.

• Digital health literacy efforts should support individuals with long-term health conditions and those seeking alternatives to ensure the safe and evidence-based use of digital resources.