Most Adults Rely on Social Media and AI for Health Information

Three in ten U.S. adults now turn to social media or AI chatbots at least monthly for health information, according to the latest KFF Tracking Poll, published June 25, 2024. The shift reflects growing reliance on digital platforms for medical advice—especially among lower-income groups, where cost and access barriers drive the trend.

Nearly one-third of Americans seek health guidance from social media or AI
The KFF poll found 31% of adults use social media platforms for health information monthly, while 29% consult AI chatbots with similar frequency. Top reasons for turning to social media include connecting with others who share similar health experiences (42%) and the desire for quick, accessible information (38%), according to KFF’s analysis of survey responses from 1,200 U.S. adults.

Lower-income adults face greater barriers to traditional health resources
Income disparities emerge sharply in the data: 44% of adults earning under $30,000 annually cite cost as a primary reason for seeking health advice online, compared to 22% of those earning over $100,000. The poll also highlights that 36% of lower-income respondents lack regular access to a primary care physician, a gap that digital platforms partially fill.

What the data says—and what it doesn’t—about trust in AI and social media
While the poll quantifies usage, it does not assess the accuracy or reliability of the information users find. A 2023 study in JAMA Network Open found that AI chatbots provided medically inaccurate advice in 30% of tested scenarios, though the KFF poll did not evaluate real-world outcomes. Meanwhile, social media platforms like TikTok and Facebook have faced scrutiny over the spread of misinformation in health-related content, with the Centers for Disease Control and Prevention (CDC) warning in 2022 that 60% of health-related posts on these platforms contained unverified claims.

How this compares to past trends in health information-seeking
The KFF findings align with a 2022 Pew Research Center report showing that 59% of U.S. adults had looked for health information online in the prior year—a figure that has remained stable. However, the rise of AI chatbots represents a newer dynamic. A 2023 survey by the American Medical Association found that 68% of physicians expressed concern about patients relying on AI for medical advice, citing potential risks of misdiagnosis or delayed professional care.

What comes next for regulating health advice in the digital age
The poll’s release coincides with growing calls for clearer guidelines on AI-generated health information. The Food and Drug Administration (FDA) has not yet established specific regulations for AI chatbots, though it issued draft guidance in 2023 on software as a medical device (SaMD). Meanwhile, platforms like TikTok have begun labeling health-related content with disclaimers, though enforcement remains inconsistent.

Key takeaways for readers navigating digital health advice

1. Usage is rising fastest among those with fewer traditional options—lower-income adults and those without primary care access are most likely to turn to social media or AI.
2. Accuracy varies widely—while platforms offer convenience, users should cross-check advice with verified sources like the CDC or Mayo Clinic.
3. Regulation is lagging behind adoption—government and tech companies are still defining how to ensure safety and transparency in digital health tools.

For those seeking health information online, experts recommend:

• Verifying sources against peer-reviewed studies or official health agencies.
• Consulting licensed healthcare providers for serious medical concerns.
• Being cautious of AI-generated advice, which may lack context or accuracy.

The KFF poll underscores a fundamental shift in how Americans access health guidance—but also highlights the need for better safeguards in an unregulated digital landscape.