Analysis of interest of Google users (Web , Google Image, and YouTube search) on oral health information among South Indian states

INTRODUCTION

The emergence of information and communication technologies has given individuals the ability to access health information and make informed decisions about their well-being. This has led to a growing interest in health-related topics on digital platforms such as search engines, video-sharing sites, and social media.^[1-3] Various factors, including the individual’s information processing skills, influence their preferences when seeking health information online.^[4] For instance, studies have shown that people tend to prefer videos over written materials in web-based preventive programs due to their effectiveness and engaging nature.^[5] Similarly, individuals expect to find reliable health content in online videos when searching for answers to their questions.^[6-8] YouTube (YT), being a popular streaming service with billions of users and daily views worldwide, holds significant potential for delivering health-related information.^[9] However, it is essential to recognize that the patterns of health-related web (W) searches may differ among individuals residing in different South Indian states, influenced by their social, economic, political, cultural, and psychosocial backgrounds. Understanding these patterns can greatly assist in designing effective educational strategies and creating targeted content to combat the spread of misinformation. Therefore, the objective of this study is to analyze the trends in oral health information searches on W search, Google Images (GI) search, and YT specifically within South Indian states.

MATERIAL AND METHODS

RESULTS

RSV trends

The analysis of search data revealed notable trends in the usage of aligners, dental implants, teeth sets, root canal treatments, and teeth whitening among South Indian states. RSVs for W, GI, and YT increased in over time [Figures 1 and 2].

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Figure 1:

Most common web search among the keywords are teeth whitening [violet color], root canal treatment [green color], dental implant [red color], teeth set [yellow color], aligner [blue color].

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Figure 2:

Most common YouTube search among the keywords are teeth whitening [violet color], root canal treatment [green color], dental implant [red color], teeth set [yellow color], aligner [blue color].

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DISCUSSION

The study observed a rise in search volumes related to oral health from 2018 to 2023, with variations among South Indian states. Kerala exhibited higher search volumes on the W, GIs, and YT. Comparing the ratios, it was determined that individuals in South Indian states prefer W searches [Table 2]. This study is the first to compare the interests of W, GIs, and YT users in seeking oral health information, revealing a correlation between search volume and socioeconomic/literacy levels. The significant increase in oral health-related searches in South Indian states can be attributed to the growing Internet penetration, driven by the expansion of digital infrastructure, the popularity of gadgets, and reduced web access costs.^[11-14] Lower education levels influence user preferences, leading to a preference for consuming videos and images over reading materials. This behavior arises from individuals independently addressing oral symptoms due to barriers in accessing dental treatment, such as high costs of private services and limited availability of public dental care.^[15]

The escalating interest in oral health information on both Google and YT can be linked to the adverse consequences of untreated dental caries in permanent teeth, which greatly impact individuals’ quality of life. This behavior often arises from the attempt to self-manage oral symptoms due to barriers hindering access to dental treatment. These barriers include the high costs associated with private dental services and inadequate availability of public dental care options. The choice to use YT as a source of health information can be explained by its rapidly increasing market share, with an annual projected audience growth of approximately 17% until 2021, and its effectiveness in facilitating learning for web users.^[9,16-18]

Certain methodological aspects require further clarification. Employing this approach can effectively address the negative outcomes resulting from inadequate self-management of dental issues such as toothaches, malocclusion, and stains. Data were collected from Google Trends as it allows for comparing search volumes of specific topics across the W, GIs, and YT.^[19] However, these findings should be interpreted with caution. The results are limited to the activity and behavior of users on two specific web platforms and do not consider data from other search engines. The socioeconomic characteristics of individual users cannot be associated with their behaviors as searches are conducted anonymously. In addition, the approach used may lead to an overestimation of user activity due to the inability to exclude duplicate searches by the same person on multiple devices. It is important to note that while increased search activity may indicate a tendency for self-resolution of oral health issues, it does not guarantee the actual utilization of remedies or the adoption of alternative measures.

CONCLUSION

The study findings indicate that there has been an increase in searches for oral health information on Google and YT, irrespective of a country’s level of development. This implies that individuals from various states, regardless of their socioeconomic background, are actively searching for information and solutions related to oral health information. However, the media preferences of users are influenced by factors such as education levels, Internet accessibility, and availability, particularly observed in South Indian states. Further analysis of the data obtained through computation revealed that providing subsidies for health education programs and campaigns can play a key role in empowering individuals to make informed decisions about their oral health. By doing so, this approach can effectively tackle the consequences of insufficient self-management, resulting in better oral health outcomes and decreased burdens on health-care systems. This strategy has the potential to mitigate the harm caused by inadequate self-management of dental issues such as toothaches, malocclusion, and stains, which can lead to unattractive appearance, tooth loss, periodontal problems, and systemic complications.