Crawford Upa09 Consumer Health Information Seeking

Talk What Triggers Trust? How Health Consumer Behavior is Evolving with the Web Arabella Crawford   Kath Straub, PhD Usability Professionals’ Associa9on   2009 InternaEonal Conference

Then

Website credibility circa 2000 Credibility Killers Quick response to ques9ons Slow download Physical address Has ads  Contact informa9on Typos Recently updated Broken links Professionally designed . Arrangement makes sense . . Hard to navigate . Has popup ads .  No updates Has ads that match the topic . Requires you to register Hard to tell ads from content Credibility Enhancers Fogg, et. al., 2000

Website credibility circa 2000 Credibility Killers Technology Focus Credibility Enhancers

Early evolution of information consumers Quick response to ques9ons Design look Physical address Informa9on structure Contact informa9on . Recently updated . Professionally designed Usefullness of informa9on Arrangement makes sense . . Func9onality . Customer Service .  Iden9ty of sponsor Has ads that match the topic . Requires you to register Readability Aﬁllia9ons 2002 2004 Fogg, et. al., 2003 Credibility Enhancers

Early evolution of information consumers Quick response to ques9ons Design look Physical address Informa9on structure Contact informa9on . Recently updated . Usability Focus Professionally designed Arrangement makes sense Usefullness of informa9on . . Func9onality . Customer Service .  Iden9ty of sponsor Has ads that match the topic . Requires you to register Readability Aﬁllia9ons 2002 2004 Credibility Enhancers

Consumers use different cues than professionals (2003) Name/Aﬃlia9on Design look Informa9on source Informa9on focus Business mo9ve Informa9on design Informa9on focus Adver9sing Adver9sing 3 Company mo9ve Design look 1 Reputa9on/Aﬃlia9on Informa9on bias Informa9on bias Informa9on design Informa9on accuracy Wri9ng tone Wri9ng tone Informa9on Accuracy 2 Informa9on source Health  Professionals Non‐professionals Fogg, et. al., 2003 Credibility Enhancers

Then Now (ish)

People look to the web for health information (2008) Jones, et. al., 2008

How does then compare to late 2007? • Online survey  • QuesEons built from on Sillence (2004) • 518 parEcipants Crawford, et. al., 2008a

Why do they go online? of note... Websites contain more informa9on than doctors can know, or  paEents can reasonably expect them to know. They use the web both before and aWer going to the doctor

How they they get there? of note... • 70% of health info seekers start at a known site, not  search 

When you type sites in, its easy to mix up the URL ... Cancer Consumers’ Error Rates: PredicEng URLs .gov .org .com Crawford, et. al., 2008b

What inspires trust? •of note... • Health informaEon consumers start by conﬁrming that the  site says something that they already know. • Trust is indexed against Reputa9on, content characteris9cs,  and content quality. • Consumers cross check facts

Why do consumers do? of note... • Health informaEon seekers read content most.  • Content from other users is more engaging than interacEons  like symptom checkers.

Why go back? of note... InformaEon seekers go back because content was useful and  other sources conﬁrmed it was validity.

Takeaways Trust markers • Health informaEon consumer today use the trust/credibility markers  that health experts used in 2002. • SItes are more credible if the ﬁrst conﬁrm something that the  informaEon seeker already knows. • Content quality and characterisEcs are increasingly important for inEal  trust and driving repeat visits. Self‐reported behaviors • Health informaEon consumers are looking for convenient,  comprehensive that can be perused privately.  • They read more than they interact. 

Takeaways Trust markers • Health informaEon consumer today use the trust/credibility markers  that health experts used in 2002. • SItes are more credible if the ﬁrst conﬁrm something that the  informaEon seeker already knows. • Content quality and characterisEcs are increasingly important for inEal  Content trust and driving repeat visits. Self‐reported behaviors • Health informaEon consumers are looking for convenient,  comprehensive that can be perused privately.  • They read more than they interact.  Credibility & Trust

Credibility & trust for consumer health seekers 2000 Technology 2002 Usability 2008 Content Social networking & technology-driven collaboration Content level usability Computer-mediated empathy

Ideal physician behaviors Confident, Positive Empathetic Attentive (Humane) Comprehensive Plain English (Forthright) Collaborative (Respectful) Conscientious (Thorough) Bendapudi,, et al, 2006

Credibility & trust for consumer health seekers 2000 Technology 2002 Usability Questions? 2008 Content Social networking & technology-driven collaboration Content level usability Computer-mediated empathy

References Bendapudi, N, Berry, L., Frey, K., Parish, J., Rayburn, W. (2006) Patients' Perspectives on Ideal Physician Behaviors. Mayo Clinic Proceedings, 81(3):338-344. Crawford, Broch, J., and Straub, K. (2008b) What’s In a Name?; Best PracEces for SelecEng Usable URLs. Proceedings of UPA08,  2008. BalEmore, Maryland. Crawford, A., & Straub, K. (2008q) Convenience, Content and Credibility: What consumers are looking for on health  informaEon sites. Proceedings of UPA08, 2008. BalEmore, Maryland. Fogg, B.J., Soohoo, C., Danielson, D.R., Marable, L., Stanford, J., & Tauber, E.R. (2003). How do users evaluate the  credibility of Web sites? A study with over 2,500 parEcipants. Proceedings of DUX2003, Designing for User Experiences Conference. Jones, S. and Fox, S. (2008) GeneraCons on‐line 2009. PEW Internet and America Life Report. Downloaded from hYp:// www.pewinternet.org/Reports/2009/GeneraCons‐Online‐in‐2009.aspx Fogg, B.J., Swani, P., Treinen, M., Marshall, J., Osipovich, A., Varma, C., Laraki, O., Fang, N., Paul, J., Rangnekar, A., &  Shon, J. (2000). Elements that aﬀect Web credibility: Early results from a self‐report study. Proceedings of CHI'00, Extended Abstracts on Human Factors in CompuDng Systems, 287‐288. Sillence, E., Briggs P., Fishwick L, Harris, P., Trust and Mistrust of Online Health Sites. Proceedings of CHI 2004, April 24– 29, 2004, Vienna, Austria.  Rains, S., & Karmikel, C. D., (2009) Health informaEon‐seeking and percepEons of website credibility: Examining.  Computers in Human Behavior 25 (2009) 544–553

For information & reprints, etc. Arabella Crawford Consumer Researcher arabella@usability.org Kath Straub Principal kath@usability.org www.usability.org

Crawford Upa09 Consumer Health Information Seeking

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