Unravelling the influence of sociodemographic factors on eHealth literacy and online health seeking behaviour: a rural-urban comparative study

Background: The proliferation of digital technology has led to the emergence of eHealth literacy, vital for navigating health information online. India's Digital India program and initiatives like the National Digital Literacy Mission aim to address digital illiteracy and promote access to digital resources. However, socioeconomic disparities persist, contributing to significant digital divide between rural and urban areas. This study was conducted to assess the impact of sociodemographic factors on eHealth literacy and online health seeking behaviour of people. Methods: A community-based cross-sectional study surveyed 380 adults over 18, residing in area for at least a year, including both rural and urban residents. Data collected through face-to-face administration of structured questionnaire and eHEALS tool in April 2024. Descriptive statistics and multivariable logistic regression analysis were conducted using SPSS version 29, with significance level set at 0.05. Results: The study encompassed 380 participants, equally divided between rural and urban areas. Urban residents showed higher digital literacy (70.53% daily internet usage vs. 46.32% in rural, p<0.001) and eHealth literacy (59.87% vs. 40.13%, p=0.002). Factors influencing eHealth literacy included education levels, comorbidity, occupation, demand for digital health technology, internet usage time, smartphone ownership, and computer usage (p<0.005). Conclusions: This study revealed significant disparities in digital and eHealth literacy between rural and urban populations. Urban areas exhibit higher digital and eHealth literacy compared to rural regions.