Reaching Rural Women: Breast Cancer Prevention Information Seeking Behaviors and Interest in Internet, Cell Phone, and Text Use

The purpose of this study was to examine the breast cancer prevention information seeking behaviors among rural women, the
prevalence of Internet, cell, and text use, and interest to receive breast cancer prevention information cell and text messages.
While growing literature for breast cancer information sources supports the use of the Internet, little is known about breast
cancer prevention information seeking behaviors among rural women and mobile technology. Using a cross-sectional study design,
data were collected using a survey. McGuire’s Input–Ouput Model was used as the framework. Self-reported data were obtained
from a convenience sample of 157 women with a mean age of 60 (SD = 12.12) at a rural New Mexico imaging center. Common interpersonal
information sources were doctors, nurses, and friends and common channel information sources were television, magazines, and
Internet. Overall, 87 % used cell phones, 20 % had an interest to receive cell phone breast cancer prevention messages, 47 %
used text messaging, 36 % had an interest to receive text breast cancer prevention messages, and 37 % had an interest to receive
mammogram reminder text messages. Bivariate analysis revealed significant differences between age, income, and race/ethnicity
and use of cell phones or text messaging. There were no differences between age and receiving text messages or text mammogram
reminders. Assessment of health information seeking behaviors is important for community health educators to target populations
for program development. Future research may identify additional socio-cultural differences.