TY  - JOUR
AU  - Salaheddin, Tala
AU  - Sharma, Ramona H
AU  - Fajardo, Marcela
AU  - Panter, Cameron
AU  - De Souza, Lauren
AU  - Matano, Sheila Kanyevu
AU  - Struik, Laura
PY  - 2025
DA  - 2025/3/4
TI  - Utilization and Experiences of Using Quit Now, a Nicotine and Tobacco Smoking Cessation Website: Thematic Analysis
JO  - J Med Internet Res
SP  - e55592
VL  - 27
KW  - smoking cessation
KW  - user experiences
KW  - nicotine
KW  - vaping
KW  - web-based
KW  - Google Analytics
KW  - thematic analysis
KW  - digital health
KW  - nicotine replacement therapy
KW  - quit attempts
KW  - tobacco
KW  - British Columbia
KW  - behavioral support
KW  - pharmacotherapy
KW  - qualitative interview
KW  - cessation support
KW  - QuitNow
KW  - mobile health
KW  - mHealth
KW  - intervention
AB  - Background: 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. Objective: This qualitative interview study aims to delve into users’ utilization and experiences of QuitNow, which is supplemented by Google Analytics data. Methods: 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. Results: 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). 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. 
SN  - 1438-8871
UR  - https://www.jmir.org/2025/1/e55592
UR  - https://doi.org/10.2196/55592
UR  - http://www.ncbi.nlm.nih.gov/pubmed/40053769
DO  - 10.2196/55592
ID  - info:doi/10.2196/55592
ER  -