JMIR Publications

ABSTRACT

Background:

Older adults are the least active in our society and may face additional barriers to taking part in physical activity to those experienced by younger people as a result of factors such as lower digital literacy and negative stereotypes of ageing.

Objective:

This study aimed to explore how older adults navigate websites that provide access to physical activity opportunities and facilities and make judgements about their suitability.

Methods:

Semi-structured interviews were embedded within a think-aloud approach. Participants were shown a series of websites and asked to navigate through the website as if they were going to take up what was on offer, articulating their thoughts and comments out loud as they progressed. Participants viewed up to four websites, rotated from a pool of eight including leisure centres, exercise products, gyms or community organisations. Additional questions were asked about perceptions of inclusivity of the websites at the end of the interview. Digital recordings were made and transcribed verbatim, and analysed using reflective thematic analysis.

Results:

Nineteen participants (6 male, 13 female) aged between 65 and 84 were recruited from southern England; one third reported having poor digital ability prior to taking part. Three overarching themes relating to the research question were identified; (1) Signals of age-inclusivity, (2) Limiting beliefs, and (3) Confidence in making judgments. Older adults inferred a lot of information about how welcome they would be in physical activity settings from the images and language used on websites. They showed a preference for imagery that was inclusive of age, body shape and physical ability, not only for those depicting older adults themselves. Some adults reported firm views about the type and intensity of physical activity that is appropriate for older adults, and many expressed a specific dislike of gyms, based on both the (young) age of most users, and perceived emphasis towards aesthetic rather than health-related exercise. While most participants could navigate websites successfully, they retained a preference for speaking to staff and visiting venues in order to have confidence in the level of welcome they might receive, and demand of the activity itself.

Conclusions:

Websites providing access to physical activity could be more inclusive of older adults by using more diverse imagery, providing clearer descriptions of the activities on offer along with detail of the level of fitness or ability needed to take part, and providing alternatives to online booking. Additional societal-level approaches to reducing age-limiting self-stereotyping may also be useful in expanding the opportunities for older adults to access mainstream provision for physical activity. Clinical Trial: n/a