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Gender Stereotypes

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Studies show that females are more likely look for health information online, especially in areas such as beauty content (Natoshia et al cited in Bowen et al, 2011). On average in this study, 36.7% of respondents reported being most interested in beauty and weight loss, and 35.7% said they most often look for information about disease and treatment, with the fewest respondents citing way of life as their primary concern (Figure 15). When we split the data into gender groups, however, we see that nearly half of all female respondents rated beauty and weight loss information most highly, with information about diseases and treatments ranking much lower, a trend which is reversed in the male group which saw 61% of respondents choose disease and

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