NUMBER 22

Trust and Use of Media 

for Health Information 

among U.S. Hispanics

It has been well documented that some population 

segments—particularly those with lower socioeconomic 

status—experience knowledge gaps related to their health 

and their health care and often have difficulty accessing and 

using information that could help to reduce and prevent an 

unequal burden of disease. This may be especially relevant for 

Hispanic populations living in the United States because of 

well-established language, cultural, and media use challenges. 

Studies have shown that despite overall increases in the 

use of the Internet and wireless and mobile technologies, 

a “digital divide” persists in the United States between 

Hispanics and other population groups—not only because 

of some lingering access issues, but also because of barriers 

to utilization. Moreover, a recent U.S. Census report 

indicates that among Hispanics who reported speaking 

Spanish at home, only about one-half said they speak 

English “very well.” Such data suggest that the pervasive 

disparities in media use and media access experienced by 

many Hispanics may be exacerbated by a limited availability 

of bilingual materials.

To address disparities in health information access, and 

to reach linguistically isolated populations, public health 

professionals must better understand how U.S. Hispanics 

use health information—and what types of information 

they trust—within the vast and changing media landscape.

Use of Television, Radio, and Internet among 

Non-Hispanic Whites and Hispanics, by 

Language Ability

 Non-Hispanic White 

 Hispanic - More Comfortable 

Speaking English 

 Hispanic - Less Comfortable 

Speaking English

Data Source: Health Information National Trends Survey, 2005 (HINTS, 2005)

U.S. Hispanics’ Trust in Health Information 

Sources, by Language Ability 

 More Comfortable Speaking English

 Less Comfortable Speaking English 

Data Source: Health Information National Trends Survey, 2005 (HINTS, 2005)

Quick Facts

• Hispanics are currently the largest ethnic/racial minority 

group in the United States.

• According to the U.S. Census Bureau, 45.5 million 

Americans (15 percent of the U.S. population) identified 

themselves as Hispanic or Latino in 2007.

• Hispanics experience significant health disparities, 

demonstrating higher rates of chronic disease and lower 

use of available cancer screening.

• A “digital divide” exists between U.S. Hispanics and other 

population segments despite general increases in the use 

of the Internet and mobile technologies.

• Hispanics who are not comfortable speaking English 

use television, radio, and the Internet to seek health 

information less frequently than whites and Hispanics who 

are comfortable speaking English.

In this HINTS Brief, we explore media use and trust in health information sources among U.S. Hispanics. 
English Language Ability 

of U.S. Hispanics Differs by 

Socioeconomic Status (SES) 

In a 2010 research study using HINTS 2005 data, investigators 

found several differences in key sociodemographic characteristics 

between U.S. Hispanics who were more comfortable speaking 

English and those who were less comfortable speaking English.

Income

Of Hispanic respondents who were less comfortable speaking 

English, 62 percent reported annual incomes of less than 

$25,000, while only 35 percent of other Hispanics and 20 percent 

of non-Hispanic whites had incomes below $25,000.

Education

More than one-half (57 percent) of respondents who were less 

comfortable speaking English reported having less than a high 

school education compared to 21 percent of Hispanics who were 

comfortable speaking English and 9 percent of non-Hispanic whites. 

Health Insurance

Only 36 percent of respondents who were less comfortable 

speaking English reported having health insurance compared to 

76 percent of those who were more comfortable speaking English 

and 89 percent of non-Hispanic whites. 

For U.S. Hispanics, Media 

Use Drives Trust in Health 

Information Sources 

In the same 2010 research study using HINTS, investigators 

examined the sociodemographic and media use characteristics of 

U.S. Hispanics to determine which factors have the most influence 

on trust in health information sources. 

After controlling for SES and other possible predictors of trust, 

they found that media use had the most influence on trust in health 

information sources, with more media use associated with higher 

levels of trust. However, investigators also saw significant differences 

in media use by comfort speaking English, wherein Hispanics 

who were less comfortable with English reported less television, 

Internet, and newspaper use. 

These data signal an information access gap among Hispanics 

with less fluency in English, especially in the English-dominant 

Internet. Closing that access gap is important for ensuring that 

linguistically isolated populations receive adequate exposure to 

health information.

How Can This Inform Your Work?

HINTS data show that U.S. Hispanics who are not comfortable 

speaking English and Hispanics with lower socioeconomic status 

use media differently than others. This is particularly important 

in the design and dissemination of health promotion messages. 

Hispanics who are less comfortable speaking English also are 

disadvantaged socioeconomically and have less exposure to 

health messages distributed through traditional channels. 

Health communication practitioners can ensure their health 

promotion messages reach the intended audience by: 

• Creating bilingual and culturally appropriate messages.

• Considering aural and visual channels such as radio and 

television for health promotion messages.

• Using interpersonal channels of communication (i.e., health 

care providers, family, and friends) in addition to translated 

print materials for outreach to Hispanics.

About HINTS

http://hints.cancer.gov

http://www.facebook.com/ncihints

The National Cancer Institute (NCI) fielded the first Health Information National Trends http://www.twitter.com/NCIHINTS

Survey (HINTS) in 2002 and 2003, surveying 6,369 Americans. Subsequent surveys followed 

in 2005 (5,586 Americans surveyed) and 2008 (7,674 Americans surveyed). HINTS was created 

to monitor changes in the rapidly evolving field of health communication. The survey data can be used to understand how adults use 

different communication channels to obtain health information for themselves and their loved ones, and to create more effective 

health communication strategies across populations.

HINTS Briefs provide a snapshot of noteworthy, data-driven research findings. They introduce population-level estimates for specific questions in 

the survey and summarize significant research findings that are a result of analyzing how certain demographic characteristics influence specific 

outcomes. Many Briefs summarize research findings from recent peer-reviewed journal articles using HINTS data.

For More Information on Cancer

• Call the NCI Cancer Information Service at 1-800-4-CANCER

• Visit http://cancer.gov

• Order NCI publications at https://pubs.cancer.gov/

• Visit Facebook.com/cancer.gov and http://www.youtube.com/ncigov

References Used in This HINTS Brief

Clayman ML, Manganello JA, Viswanath K, Hesse BW, Arora NK. Providing health messages to 

Hispanics/Latinos: Understanding the importance of language, trust in health information sources, and 

media use. Journal of Health Communication. 2010; 15:252-263.

Shin, H. B., & Bruno, R. (2003). Language use and English-speaking ability: 2000 (No. Census 2000 Brief, 

C2KBR-29). Washington, D.C.: U.S. Census Bureau.

July 2012