Rural-Urban Differences in Cancer Information Seeking in the United States: Implications for Health Communication and Intervention

Abstract

Abstract This study investigates rural-urban differences in cancer information-seeking behaviors in the United States, with implications for health communication and interventions. Using data from the Health Information National Trends Survey (HINTS), provided by the National Cancer Institute at the National Institute of Health (NIH), the study analyzes the association between rurality and cancer information-seeking behaviors, controlling for sociodemographic, socioeconomic, and social resource variables. The study finds that residents of isolated rural areas have lower odds of seeking cancer information compared to urban residents, even after adjusting for other factors. In addition, women, those with higher education, and those with better access to the internet are more likely to seek cancer information. The study suggests that tailored interventions that account for the social context of each rural environment might help increase health information seeking across rural areas. The study also highlights the importance of accurate and timely health information during public health emergencies, such as the COVID-19 pandemic. This study provides insights into the role of social context and communication technologies in shaping health behaviors and can inform interventions to improve cancer information seeking and dissemination in rural areas.