Patterns of Online Health Information Seeking Among Gen Z Nigerians: A Behavioral Analysis

Background: The increasing accessibility of smartphones, internet connectivity, and social media platforms has revolutionized how health information is sought globally. In Nigeria, where infrastructural challenges often constrain access to traditional healthcare services, Generation Z (Gen Z) has turned to online platforms as their primary source of health-related information. This shift reflects the demographic's digital nativity and preference for convenience, anonymity, and engaging, interactive content. Objectives: This study explores the behavioral patterns, motivations, and challenges of seeking online health information among Gen Z Nigerians. It focuses on the platforms and sources used, perceptions of trustworthiness, and the influence of socio-cultural and digital literacy factors. Methods: A qualitative research design was employed, involving semi-structured interviews with ۳۰ participants aged ۱۸–۲۴ years from urban and rural areas of Nigeria. The data were analyzed thematically using the Self-Efficacy Model and the Uses and Gratifications Theory. Results: The findings reveal six key themes. Social media platforms, including Instagram, YouTube, and TikTok, dominate as primary sources for health information due to their accessibility and engaging formats. However, trust in online health information varies, with many participants relying on peer recommendations or influencers rather than verified medical sources. Peer and influencer-driven content significantly shapes health decisions concerning fitness, mental health, and nutrition. Cultural stigmas surrounding sensitive topics, such as sexual and mental health, push many young Nigerians to seek information anonymously online. Challenges include the prevalence of misinformation, overwhelming and contradictory content, and limited internet access in rural areas. Conclusion: Online health information influences positive health changes, such as improved diets or fitness routines, and adverse outcomes, such as reliance on unverified remedies. The findings note critical gaps in digital health literacy.

کلیدواژه ها:

Cultural-Stigmas ، Digital Health Literacy ، Misinformation ، Online platform ، Social-Media