Diverse Pathways to Health Information

Digitalization is transforming the way people access and utilize health information (HI), presenting both new opportunities and challenges for older adults during this transition. In technologically advanced yet socially unequal contexts, such as Estonia, these dynamics are especially pronounced. This study examines online health information-seeking behavior (OHISB) among Estonians aged 50 and above, based on a representative cross-sectional survey (n = 501). A cluster analysis identified four distinct user profiles, reflecting differences in age, education, income, health status, digital access, and source preferences, including both formal (e.g., health portals, medical professionals) and informal (e.g., social media, friends and family) channels. A secondary analysis among internet users revealed further subtypes—from institutional trusters to community-oriented explorers—illustrating that digital access alone does not ensure critical engagement with HI. Education, age, and digital experience emerged as key differentiators across groups. The findings underscore persistent digital divides among older adults and highlight the need for nuanced eHealth literacy initiatives, trustworthy digital ecosystems, and socially responsive strategies that recognize the diversity of informational agency and trust. The study recommends the development of differentiated health communication strategies that cater to the diverse informational needs and digital competencies of older adults.