Journal Article

Utilization and Experiences of Using Quit Now, a Nicotine and Tobacco Smoking Cessation Website: Thematic Analysis

Salaheddin, Tala, Panter, Cameron, De Souza, Lauren, Matano, Sheila Kanyevu, Fajardo, Marcela, Struik, Laura, Sharma, Ramona H

2025

Overview

British Columbia residents have access to a program called QuitNow that provides behavioral support and information about pharmacotherapy to nicotine and tobacco users. Web- or computer-based smoking cessation programs have been shown to yield an abstinence rate about 1.5 times higher when compared to a control. Although quantitative evidence reveals significant promise for web-based services like QuitNow, there is very little qualitative evidence available. Understanding website utilization and the experiences of end users is key to contextualizing the effectiveness of web-based cessation services and providing directions for enhancing these services. This qualitative interview study aims to delve into users' utilization and experiences of QuitNow, which is supplemented by Google Analytics data. We interviewed 10 QuitNow users using semistructured 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 (QSR International) 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. Thematic analysis yielded four major themes: (1) barriers to information access reduce opportunities to take action, (2) lack of clarity around pharmacological options is discouraging, (3) hearing from others is an important part of the journey, and (4) recognizing own agency throughout the quit process. These themes provided context and support for the Google Analytics data, which showed that end user activity, measured by indicators such as page views and average time spent on each page, was highest on pages about how to quit (10,393 page views), pharmacology information (1999 page views), and the community forum (11,560 page views). Results of this study point to several important implications for improving the website, as well as directions for enhancing cessation support services in general.

• Publisher: Journal of Medical Internet Research,Gunther Eysenbach MD MPH, Associate Professor,JMIR Publications
• Subject: Abstinence / Access / Access to information / Adult / British Columbia / Codes / Control / Data analysis / Electronic cigarettes / End users / Female / Humans / Information / Internet - statistics & numerical data / Interviews / Interviews as Topic / Male / Methods / Middle Aged / Nicotine / Original Paper / Pharmacology / Public health / Qualitative Research / Services / Smoking / Smoking cessation / Smoking Cessation - methods / Smoking cessation programs / Social aspects / Support services / Time use / Tobacco / Vaping / Web sites / Websites