Young Australian adults’ preferences, perceptions and use of online nutrition content: a qualitative study

Nutrition misinformation is pervasive on frequently accessed online sources such as social media and websites (1) . Young adults in particular are at a higher risk of viewing or engaging with this content due to their higher Internet and social media usage (2) . As such, this study aimed to understand the preferences, perceptions and use of online nutrition content in this age group. Young Australian adults (aged 18–25 years; n = 20) were individually interviewed via the video calling platform Zoom. Interviews ranged between 19 and 42 minutes. The interviewer followed a semi-structured format and questions were guided using a piloted template. Reflexive thematic analysis was conducted using NVivo. Quotes addressing the research questions were coded. Codes were grouped into themes and sub-themes and were summarised in a narrative format. Results showed that all but one participant used social media (n = 19) and Internet websites (n = 16) to view nutrition content. Content viewed or accessed from social media varied, whereas website content catered to the consumers’ goals and interests. While content from social media and was perceived as easy to use and accessible, perceived reliability varied. Short-form content, prevalent on online platforms, was considered less reliable, despite its engaging nature. This suggests that there exists a trade-off between the engagement and trust of nutrition content. Additionally, content containing sponsorships or product endorsements was less trusted. On the other hand, participants were more likely to trust content created by health professionals. The oversaturation of content also demotivated participants from evaluating the reliability of content. When asked about preferences, participants valued personalised content, mixed formats (i.e., short and long-form content), and evidence-based information such as statistics and references. They also preferred casual and entertaining content that incorporated modern and high audiovisual qualities (e.g., voiceovers). In conclusion, young Australian adults in the study recognise that unreliable nutrition content is not exclusive to certain platforms. The findings suggest that the accessibility and engagement of content and the ambiguity of professional ‘credentials’ may lead them to trust information that is potentially of low quality and accuracy, or alternatively, disregard high quality information. Findings also show that there needs to be a balance between engaging formats and presenting evidence-based information when designing nutrition content. Future research should explore how the factors influencing perceptions and preferences of online nutrition content in young Australian adults, as identified in this study, impact the usage of online nutrition content and dietary behaviours. Further consultation with this cohort can inform tailored interventions that aim to enhance young adults’ food and nutrition literacy and diet quality.