Paula Stehr1, Winja Weber2, Constanze Rossmann2. 1. Seminar für Medien- und Kommunikationswissenschaft, Universität Erfurt, Nordhäuser Str. 63, 99089, Erfurt, Deutschland. paula.stehr@uni-erfurt.de. 2. Seminar für Medien- und Kommunikationswissenschaft, Universität Erfurt, Nordhäuser Str. 63, 99089, Erfurt, Deutschland.
Abstract
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.
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.
Entities:
Keywords:
Audience segmentation; Health information behavior; Media strategy; Older adults; Theory- and evidence-based communication
Authors: E Peters; R Pritzkuleit; F Beske; A Katalinic Journal: Bundesgesundheitsblatt Gesundheitsforschung Gesundheitsschutz Date: 2010-05 Impact factor: 1.513
Authors: Ulrike Siewert; Konstanze Fendrich; Gabriele Doblhammer-Reiter; Rembrandt D Scholz; Peter Schuff-Werner; Wolfgang Hoffmann Journal: Dtsch Arztebl Int Date: 2010-05-07 Impact factor: 5.594
Authors: Izabela Gąska; Katarzyna Sygit; Elżbieta Cipora; Marian Sygit; Anna Pacian; Maryna Surmach; Dorota Kaleta; Adam Rzeźnicki Journal: Int J Environ Res Public Health Date: 2021-04-16 Impact factor: 3.390