Advancing Communication Research and Theory on Information Seeking Behavior by Comparing Self-Reports and Digital Trace Data

Information seeking has long been a behavior of interest to communication researchers and theorists. Most work on information seeking relies on self-reports that may not correspond to behavioral observations. In this paper, we examine the theoretical and methodological assumptions underlying information seeking research in communication. To explore these assumptions empirically, we compare linked self-report and digital trace data on health information seeking (HIS) over two weeks in a sample of U.S. adults (N=999). Top-level estimates of HIS were similar (39% self-report; 34% digital trace), but there was minimal overlap in those estimates. Measurement correspondence increased for high-volume seekers (≥20 searches). The present study offers an initial attempt at connecting self-reported information seeking with digital trace behavioral observations. Identifying ways to optimize the correspondence between information seeking theory and measurement, while recognizing the unique affordances and limitations of different communication traditions in such studies, should be a priority moving forward.