Europeans turn to the Internet for health advice

A new survey across the EU demonstrates that Europeans are demonstrably enthusiastic about online health information.

According to research performed by the European Commission, six out of ten Europeans go online when looking for health information, and 75% think that the Internet is a good way to learn about health. 

Of the 26,500 Europeans surveyed, nearly 90% said they were satisfied with the information available online. Those who were not satisfied expressed concerns with the reliability of the source material.

These findings suggest that Europeans are becoming increasingly health-literate, as well as demonstrating discernment with regards to reliable content.

Online health literacy remains linked to educational background - 71% of people who reported accessing online health resources had some form of higher education, compared to the 23% who had left school at or below the age of fifteen.  

What are cancer patients looking for online?

A paper published in ecancermedicalscience in 2012 examined the online information needs of European cancer patients and their organisations. About half of the polled patients stated that they thought the online information was accurate and reliable.

In addition to wanting detailed, specific information on their own cancer type, patients reported that they valued the ability to ‘speak online’ and talk about their experiences. Patients noted that there were 'good and bad sites out there.'

"Ability to access quality health information, however, is ineffective if the information is not understandable to the consumer," noted the authors. "There is a need to help bridge the gap between access to information and information understanding."

How can European cancer communication improve?

Many of the same authors from the 2012 paper addressed the other end of the communications pipeline. European cancer journalists face challenges of their own, as demonstrated by the 2014 paper published in ecancermedicalscience. 

"Health care and policy issues germane to the complexities of oncology need to be presented in simple and clear terms," the authors note.

"Pre-existing channels of communication need to be redefined to provide a platform, which encourages informed discussion about the realities of cancer care and research amongst patients, policy makers, advocates, and journalists."

Increasing online health literacy

Online health literacy is an increasingly high priority across the spectrum of healthcare communication, with journalists, scientists, educators and patients all hoping to produce and access reliable content. 

"The survey's results will help the Commission design policies on eHealth that are focused on people's needs and requirements," writes a representative of the European Commission.

"The European Commission is already funding projects to improve citizens' health literacy, as well as digital skills of healthcare professionals."