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 ...

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