We investigated whether length of residence and other socio-demographic factors affect how rural Hispanic/Latino immigrants in the U.S. prefer to receive general health information. As part of a federally-funded participatory research project, we surveyed 894 adult Hispanics who were recruited through schools, community-based organizations (CBO) and faith-based organizations (FBO) in six rural communities of Illinois. Data suggest that workshops in Spanish at community settings are the most preferred health information strategy and home visits the least. Preference for these two strategies decreased significantly in the second generation, while preference for mailed printed materials increased. We further explored the role of length of residence in the U.S. on 'in-person' and 'impersonal' health information preferences controlling for other relevant socio-demographic factors finding that first generation and less educated Hispanic immigrants' prefer 'in-person' strategies. These findings suggest that rural health organizations and practitioners should implement not only culturallyappropriate but also acculturation-sensitive approaches to address Hispanic/Latino immigrants' specific health information needs. © The Author(s) 2013.

Rural Hispanic/Latino immigrants Health information-seeking health disparities Health literacy cultural competency Acculturation

consumer health information economics human statistics and numerical data rural population Illinois Time Factors Cultural Competency cultural competence procedures Hispanic Americans United States Young Adult Humans migrant psychology Hispanic Adolescent male Emigrants and Immigrants Acculturation Socioeconomic Factors female socioeconomics cultural factor adult participatory research Community-Based Participatory Research Analysis of Variance health literacy health care delivery Health Services Accessibility time