Table 2.

Data themes and corresponding subthemes.

Theme	Subtheme
1. Nature of the issue	Stigma
	Inability to discuss
	Impact on relationships
	Emotional impact
	Isolation
	Gender differences
2. Diversity and vulnerability	Relationship status
	Sexuality
	Gender
	Fertility related issue
	Economic circumstances
	Financial vulnerability
	Complexity of services
	Private sector nature of services
3. Motivations for accessing eHealth information	Pursuit of information about fertility issues
	Pursuit of information about services
	Pursuit of information about personal stories
4. Accessing information online	First point of access
	Accessing information-based websites
	Accessing collaborative and social networking sites
	Fertility topics searched
	Emotional support and support networks
	Information gaps
5. Navigating sites	Managing information
	Style of information
	Appropriate detail information
	Aesthetic
	Professionalism
	Language
	Optimism/realism
	Inclusiveness
6. Making sense of information	Trustworthiness
	Internal bias
	Collective analysis and meaning making
7. Using information for decision making and action	Information for decision making
	Information for preparation for consultations
	Experts and purveyors of information