Internet search patterns for psychoactive substance use prevention and treatment in Mexico: A cross-sectional study

This study was aimed at describing the patterns of searches for information on the prevention and treatment of psychoactive drug use in Mexico, among both the general population and the personnel dedicated to the prevention and treatment of this type of substance use in Mexico.

An exploratory cross-sectional quantitative study was performed with a validated online questionnaire to collect sociodemographic information, background information and self-reported internet search patterns on psychoactive substance use prevention. A chi-square test was used to identify differences between groups, and a classification tree was used to analyze the search patterns. The combinations of the search criteria with the search topics were entered into Google Trends to validate the information.

The participants (n = 544 adults) were mostly women (65%), 18-30 years of age and bachelor's degree holders (57%). A total of 32% were students, 59% searched the Internet for drug use prevention or treatment, and 12% professionally engaged in drug use prevention or treatment.

Statistically significant differences were found between the general population and professionals dedicated to drug dependency services. We identified six search patterns used in the decision-making process by people seeking information on drug prevention and treatment on the Internet. These patterns were graphically visualized with a classification tree, although, this method did not allow clear differentiation of patterns between groups. The search patterns were successfully validated with Google trends.