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Measuring interactivity on tobacco control websites.

Becky Freeman¹, Simon Chapman

¹School of Public Health , Sydney Medical School, University of Sydney, Sydney, NSW 2006, Australia. becky.freeman@sydney.edu.au

Journal of Health Communication

|May 12, 2012

Summary

Web 2.0 has increased user expectations for interactive websites. This study found that tobacco control websites have low interactivity and limited social media engagement, suggesting this area is underdeveloped.

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Area of Science:

Public Health
Health Communication
Internet Studies

Background:

The rise of Web 2.0 has led to increased user expectations for interactive online content.
Previous research has not evaluated the interactivity of tobacco control websites.
Assessing website interactivity is crucial for effective health communication strategies.

Purpose of the Study:

To analyze the level of interactivity on international tobacco control-relevant websites.
To identify the presence and types of interactive features implemented on these sites.
To understand the extent of social media integration within tobacco control online presence.

Main Methods:

An international sample of 68 unique tobacco control websites was selected using Google searches in five countries with the term "smoking."
Websites were systematically analyzed for the presence of 10 predefined categories of interactive tools.
Data on multimedia content, user engagement features (comments, forums), and social networking linkages were collected.

Main Results:

Multimedia content (videos, podcasts) was the most common interactive feature, present on 68% of sites.
Only 16% of non-media websites offered user engagement features like comments or forums.
Linkages to social networking sites were limited, with 25% linking to Twitter and 22% to Facebook.

Conclusions:

Tobacco control websites exhibit a low level of interactivity and social media connectedness.
The implementation of interactive features and social media engagement on these sites is nascent.
Opportunities exist to enhance online engagement and communication strategies for tobacco control efforts.