Characteristics and factors that differentiate Internet users and non-users as information seekers

The purpose of this study was to investigate the information needs and information-seeking patterns of users and non-users of the Internet among rural women in Tanzania. The study used mixed research sequential design, wherein the initial qualitative phase informed the design of the cross-sectional questionnaire surveys. The study was conducted in three rural districts in Tanzania that have telecentres: Sengerema, Kongwa and Kilosa districts. In 2014, the study conducted focus group discussions (FGDs): six FGDs with 37 Internet users, and six with 36 non-users. In 2015, questionnaire surveys were administered to 90 users and 90 non-users of Internet from telecenters. The findings showed that there were similarities in the major information needs and information seeking patterns of both users and non-users of Internet, although some variations were noted. Demographic characteristics related to education level, income and number of information sources played a key role in discriminating between Internet users and non-users. This study provides empirical findings for telecenters, libraries and other rural information providers to develop and offer relevant user-centered information services that are gender sensitive, to facilitate equitable access to relevant information for rational decision-making.