Table 2.

Reactions to website content and format.

Subtheme	Content
Information novelty	Almost all participants mentioned learning new, often surprising information (particularly about the benefits of physical activity for preventing Alzheimer’s disease and for healthy liver function)
Level of website advice	Most participants felt that the advice was delivered at the right level—easy to understand but not patronizing
Views of website advice	The vast majority of participants endorsed the advice given by the website.
	Many were surprised and some skeptical about the information that physical activity is more important than controlling blood sugar levels for preventing complications from diabetes.
	The humor in the website was mainly appreciated by the minority who commented on it.
Views on website appearance	Most participants commented that they found the website clear and easy to navigate.
	Some expressed a desire for greater simplicity in presentation and less text.
Effects of website on motivation	Most participants (though not all) found the website generally motivating.
	All elements of website content were described by some participants as motivating them to engage in greater physical activity.