The connection between purposive information seeking and information encountering : A study of Icelanders' health and lifestyle information seeking

Purpose – This paper aims to explore health and lifestyle information seeking behaviour by examining the connection between purposive information seeking and information encountering. Design/methodology/approach – Data on purposive seeking and information encountering, gathered from postal surveys in 2002 and 2007, were compared. Random samples of 1,000 Icelanders, aged 18 to 80 were used. The response rate was 51 per cent in 2002 and 47 per cent in 2007. Based on the purposive seeking in 22 sources, k ‐means cluster analysis was used to draw four clusters of participants: passive, moderately passive, moderately active and active. Findings – The results from 2007 and 2002 revealed the same kind of information seeking. The findings indicate that information encountering is an integral feature of information seeking behaviour. Information is encountered more often than sought on purpose by all clusters. Clusters that were active in purposive information seeking were also active in information encountering and those who were passive in either of the two styles of information seeking were also passive in the other. Research limitations/implications – The response rates are considered satisfactory in postal surveys. Nevertheless, when missing data in the cluster analysis are also considered it raises a question about the validity of the findings. The findings of the studies, however, are strengthened by the fact that respondents reflect the population fairly well. Practical implications – Improved knowledge of information seeking and how different groups within society can be reached more effectively is important for health promotion and public health practice. Originality/value – The paper uses quantitative methods to examine the connection between purposive information seeking and information encountering.