Preferences, perceptions and use of online nutrition content among young Australian adults: a qualitative study (Preprint)

Abstract

BACKGROUND Nutrition misinformation is pervasive on frequently accessed online sources such as social media platforms and websites. Young adults are at a high risk of viewing or engaging with this content due to their high Internet and social media usage. OBJECTIVE This study aimed to understand young adults´ preferences, perceptions and use of online nutrition content. METHODS Twenty young Australian adults (aged 18-25 years) were interviewed individually via video calling (Zoom). The interviewer followed a semi-structured format and questions were guided using a piloted template. Reflexive thematic analysis was conducted using NVivo. RESULTS Most of the participants used social media (n=19) and Internet websites (n=16) to access nutrition content. While content from these sources was perceived as easy to use and accessible, perceived reliability varied. Short-form content was not considered reliable, despite its engaging nature. Additionally, content containing sponsorships or product endorsements were met with scepticism. In contrast, participants were more likely to trust content created by health professionals, but it was unknown whether they were accessing verified professionals. The oversaturation of content demotivated participants from evaluating the reliability of content. When asked about preferences, participants valued both short- and longform content, and evidence-based content such as statistics and references. They also preferred casual and entertaining content that incorporated modern and high audiovisual qualities such as voiceovers. CONCLUSIONS The study identified the online nutrition content sources and topics young Australian adults access and the key factors that influence their perceptions and preferences. Although young Australian adults recognise unreliable nutrition content is not exclusive to certain platforms, 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. Findings also show that there needs to be a balance between engaging formats and presenting evidence-based information when designing online nutrition content. Future research should explore how these factors impact usage of online nutrition content and dietary behaviours among young Australian adults. Further consultation with this cohort can inform tailored interventions that aim to enhance their food and nutrition literacy and diet quality.