Gendered Perspectives on Health Information-Seeking Behaviour in Rural Adamawa State: Implications for Health Education Programming

Gender differences in health information-seeking behaviour are a critical consideration in the design of health education programmes, particularly in rural contexts where traditional gender norms constrain women's autonomy. This study explored gendered perspectives on health information-seeking behaviour among adults in rural communities in Adamawa State, North East Nigeria. A mixed methods design was employed, with 290 adults (145 male, 145 female) surveyed using a structured questionnaire, followed by eight focus group discussions stratified by gender. Descriptive statistics, chi-square tests, and thematic analysis were applied. Results showed that men predominantly sought health information from healthcare providers and the internet, while women relied on family members, traditional birth attendants, and community health workers. Spousal gatekeeping significantly limited women's autonomous health information access. Women reported greater receptiveness to health education delivered by female community health workers in gender-safe community spaces. The study developed context-specific recommendations for gender-responsive health education programme design in Adamawa State, emphasising female-led outreach, community dialogue spaces, and radio-based messaging for male engagement. Keywords: gender, health information-seeking, rural Adamawa, health education, North East Nigeria