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

Articles in Press

Document Type : Original Article

Authors

1 PhD Nigerian Stored Products Research Institute Information and Documentation (Library)Ilorin, Nigeria

2 BSc Nigerian Stored Products Research Institute Information and Documentation (Library)Ilorin, Nigeria

3 Ms National Open University, Lagos State, Nigeria

4 Doctoral student, University of Illinois, United States

Abstract

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 30 participants aged 18–24 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.
 

Keywords

Acknowledgement: The author would like to thank the participant of the study for their support and cooperation in this study.

 

Availability of data and materials: Data is available upon request.

 

Conflicts of interests: The authors declare that they have no known competing financial interests or personal relationships that could have appeared to influence the work reported in this paper.

 

Consent for publication: Not Applicable

 

Ethics approval and consent to participate: Ethical approval and consent to participate were obtained before the commencement of the research.

 

Financial disclosure:  This research didn't receive grants from any funding agency in the public, commercial, or not-for-profit sectors.

 

Author contributions: Akinade Adebowale Adewojo was responsible for the introduction, literature review and methodology, Oluwasegun Moses Olatunji was responsible for the analysis and interpretation of data and discussion of findings, Adebola Adewojo was responsible for data collection and collation, Olalere Precious Monjolaoluwa was responsible for recommendation, conclusion, references and general proofreading and editing of the article.

 

 

Open Access Policy: This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium, provided the original work is properly cited. To view a copy of this licence, visit https://creativecommons.org/licenses/by/4.0/

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Available Online from 20 April 2025

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