“I never thought I could get health information from the Internet!”: Unexpected uses of an Internet website designed to enable Ethiopian immigrants with low/no literacy skills to browse health information

The Internet is a major source for health information but contributes to the digital divide and health disparities. Minorities with low literacy skills are at a particular disadvantage in obtaining online information. A website was created with health information presented through videos in Amharic and an interface that does not require reading skills to enable users with low/no literacy to navigate among topics. In all, 225 Israeli Ethiopian immigrants were asked to use the website, most with low/no literacy skills. Participants were excited about it, but those with low/no literacy felt they needed support and training for future use. Some felt it was too difficult. The findings point to unexpected potential sociocultural uses for the website for immigrants with different levels of literacy skills. The analysis yielded two user typologies that can help identify user needs and segmentation, a culture-centered adaptation of the technology acceptance model, and implications for communication infrastructure theory.