Internet sexuality research with rural men who have sex with men: can we recruit and retain them?

This study examines the utility of internet banner ads for recruiting rural MSM and identifies correlates of internet HIV risk survey initiation and completion. Banner ads were shown on a popular internet dating site for one month and resulted in 1,045 rural MSM, from 49 States, Canada, Australia/New Zealand, and 5 from other countries initiating the questionnaire. Logistic regression indicated that progression beyond screening questions was negatively related to "expecting pay, but not being paid" and positively related to "using chat rooms to find friends" and identifying as gay. Linear regression indicated that the absolute number of responses by consenting participants was positively correlated with reimbursement, number of sexual partners, motivated by money, and having been HIV tested. Overall, this sample represents one of the largest rural MSM samples; survey completion was high and strengthened by reimbursement and possibly by awareness of HIV risk. Generalizability was limited by low participation of minority and non-gay identified MSM.