Public’s preferences for health science popularization short videos in China: a discrete choice experiment

Abstract

BackgroundHealth science popularization short video disseminates health information to the public in an understandable way about health information.ObjectiveTo investigate the preferences of Chinese residents for health science popularization short videos and provide suggestions for optimizing the production of short videos.MethodsAn online survey of Chinese people was conducted using a self-administered questionnaire, and a discrete choice experiment (DCE) was used to explore the public’s preferences for health science popularization short videos.ResultsA total of 618 respondents were included, of which 306 (45.51%) were male and 312 (50.49%) were female, 271 (43.85%) were aged 18–25, 239 (38.67%) were aged 26–60, and 108 (17.48%) were aged 60 and above. Whether the video is charged or not (46.891%) and the account subject (28.806%) were both considered important. The results of the DCE revealed that the participants considered video free of charge as the most significant attribute of health science popularization short videos (OR 3.433, 95% CI 3.243–3.633). Overall, participants preferred and were more willing to pay for health science popularization short videos with a hospital account subject (OR 1.192, 95% CI 1.116–1.274), with the form of graphic narration (OR 1.062, 95% CI 1.003–1.126), free of charge (OR 3.433, 95% CI 3.243–3.633), with the content that satisfies their needs (very much needed: OR 1.253, 95% CI 95% CI 1.197–1.311; generally needed: OR 1.078, 95% CI 1.029–1.129), with platform certification (OR 1.041, 95% CI 1.011–1.073), without commercial advertisements (OR 1.048, 95% CI 1.018–1.080), with simple-to-understand content (OR 1.071, 95% CI 1.040–1.104), and with video content that evokes fear or dread of illness in the viewer (OR 1.046, 95% CI 1.015–1.078).ConclusionParticipants favor free health popularization short videos, which are hospital accounts, with content that is illustrated, understandable, meets their needs, and can serve as a warning. In the future, the production of health popularization short videos should focus on improving the diversity and relevance of video content, making it as easy to understand to achieve good science popularization effects.

Demand and satisfaction analysis of short health videos among Chinese urban youth: A mixed-methods study based on the KANO model

“…Previous research has explored various aspects of health media, revealing preferences for short, free, comprehensible, and visually supported health science videos among Chinese populations (Xiao et al 2023), and the impact of design elements like progress bars and background music on the viewing experience of short health videos (Xu et al 2023). However, there is a gap in research specifically addressing which health information topics can best meet the needs of urban youth.…”

Bruxism treatment on Youtube: evaluating reliability and information accuracy

“…YouTube can be used by both professionals and non-professionals [ 9 ] Especially for non-professional users, videos that combine text, audio and visuals make health information more understandable and interesting [ 10 ] and can provide information on many different topics in the field of health, such as vitamin D use, [ 11 ] pediatric scoliosis, [ 12 ] covid pandemic, [ 13 ] food poisoning, [ 6 ] orthognathic surgery. [ 14 ] While professionals have the opportunity to filter the information in the videos they watch through the knowledge they already have, medical books and literature, non-professional users are vulnerable in this regard [ 15 ] and for these people, the reliability of health-related information on YouTube becomes much more important.…”