Understanding the urban women’s information needs and seeking behavior in Khyber Pakhtunkhwa, Pakistan

Purpose In Khyber Pakhtunkhwa (KP), women constitute a larger share of the population and play an important role in education, health, the economy and social spheres. However, this role is greatly hindered by a lack of information on how to address their problems, including health care, literacy, early marriage, poverty and ignorance. The purpose of this study is to investigate the information needs and seeking behavior of women in a Pakhtun society in Pakistan. Design/methodology/approach A survey was administered to the selected population, and a questionnaire was used to collect data from the targeted respondents. Findings The findings of this study indicate that women prioritize health care, children’s education, family and financial matters as their primary information needs, relying heavily on books, academic journals and subject experts because of their perceived credibility. Informal sources such as colleagues and family members are also valued, while government documents and blogs are underused because of accessibility and trust issues. Cultural and structural barriers, such as low education trends, domestic responsibilities, economic constraints and gender biases, significantly hinder women’s information access. Notably, lack of education, financial limitations and inadequate library support emerged as the most severe barriers. Practical implications Empowering women in KP through equitable access to information is not merely a social imperative but also a catalyst for regional development. By addressing structural barriers and leveraging trusted information channels, stakeholders can foster a more inclusive and informed society. Originality/value To the best of the authors’ knowledge, this is the first study of its kind that investigates the information needs and seeking behavior of women in KP, a province of Pakistan.