LAUSR

There is increasing reliance on the internet as a source of health information including for those seeking information about fertility. This study investigates how people access, understand and process online fertility information and engage with digital services. Purposive sampling was used to recruit 27 participants from a range of groups including those diagnosed with infertility, those who successfully conceived after a period of infertility, same sex couples, those over 40 and younger people making decisions about delaying parenthood. Semi structured telephone interviews explored information seeking behaviour and ehealth literacy competencies. Data were analysed using thematic analysis. Digital platforms were identified as a primary source of information but presented barriers including gaps in content, and concerns about relevancy and complexity. Source credibility was a priority alongside a recognition that emotional drivers led to the active seeking of specific information. Participants described a journey from general information to specific, detailed and tailored content. Participants moved between conversational forums on social media sites and information based internet platforms as part of an ongoing process of identifying and understanding information. However, participants were typically purveyors of information in their real world relationships. Information was used to prepare for and understand interactions with health professionals. Sources of digital information need to respond to the ehealth literacy competencies of users. Users go beyond the passive accessing of information through digital platforms and are actively engaged as contributors of information through social media and app based technology. The value placed on other people in accessing and understanding fertility information, through online forums and virtual communities, shows the importance and complexity of distributed health literacy. Digital platforms are a key source of information around fertility. Interaction with digital platforms is complex and requires the digital environment to respond to their ehealth literacy needs.