Health information behavior of 65+: reaching older target groups

Background The proportion of older adults among the population is constantly growing. At the same time, the risk of health problems increases with age. From a health promotion perspective, it is therefore important to reach this target group. The selection of media and communication channels should be based on media use and health information behavior of the target group. In this context, it may be necessary to segment the heterogeneous group of older adults into subgroups. Objectives The article provides current empirical data on the health information behavior of older adults in general and in particular subgroups. On this basis, adequate communication channels can be selected to address these groups. Methods First, 20 people participated in guided qualitative interviews. Second, a subsequent standardized telephone survey of 1001 randomly selected people aged 65 years and above was conducted. Results Older adults can best be reached via interpersonal and traditional mass media sources. Health-related media such as pharmacy magazines also play an important role, especially for people with chronic diseases. Furthermore, health professionals are also an important source of information for older adults with chronic diseases and a negative attitude towards aging. On the internet, men and people with a higher income are more likely to be reached. Conclusions Older adults in Germany are a heterogeneous target group. To reach them effectively, differences in the health information behavior of subtarget groups must be considered. Furthermore, the content and design of communication measures should also be evidence based.