JMIR Publications

ABSTRACT

Background:

British Columbia residents have access to a program called QuitNow that provides behavioral support and information about pharmacotherapy to nicotine and tobacco users. While quantitative evidence reveals significant promise for web-based services like QuitNow, there is very little qualitative evidence available. Understanding website utilization and experiences of end-users is key to contextualizing the effectiveness of web-based cessation services and providing directions for enhancing these services.

Objective:

Our qualitative interview study seeks to delve into users' utilization and experiences of QuitNow, which is supplemented by Google Analytics data.

Methods:

We interviewed 10 QuitNow users using semi-structured interviews to understand what they liked the most and the least about QuitNow. We transcribed these interviews and conducted an inductive thematic analysis using NVivo software to extract common themes about user experiences. We also gathered utilization metrics via Google Analytics (n=13,856 users) to understand which aspects of QuitNow were used the most and which were used the least during the study period.

Results:

Thematic analysis yielded five major themes: 1) Barriers to information access reduce opportunities to take quit action; 2) Lack of clarity around pharmacological options is discouraging; 3) Hearing from others is an important part of the journey; 4) Rewards serve as an incentive to keep going; and 5) Recognition of own agency in the quit process. These themes contextualized and supported the Google Analytics data.

Conclusions:

Results of this study point to several important implications for improving the website, as well as directions for enhancing cessation support services in general.