A presentation of insights on digital smoking cessation commissioned by Bluegrass Research

Sonya Dixon, Director at Bluegrass Research, presents insights on what Londoners need and want from a digital offer (app) to quit smoking.  

The London Tobacco Alliance has created a working group of partners to help develop a digital offer to support smokers across London to quit. This has been created to respond to best support Londoners wanting to stop smoking by ensuring that work is produced using the evidence of what helps people who smoke to quit successfully.  

Bluegrass Research was tasked with gathering insight into what London smokers require when using a quit smoking app to maximise their chances of quitting.  

As part of the brief, the following factors were considered: 

• London smoker’s attitudes to quitting – including previous quit attempts and thoughts on plans to quit in the future.  
• Potential interests in using a stop smoking app. 
• The appeal of potential app features. 
• Reactions to communications around an app.  
• The likelihood of London smokers using an app.  

An online survey was distributed to a sample of 200 smokers living in Greater London by using a panel sample.  

Data has been weighted by demographics [age, NsSec, Sex] using a combination of The Office for National Statistics (ONS) Census figures, smoking prevalence figures from the Annual Household Survey and Office for Health Improvement and Disparities’ (OHID) Local Tobacco Control Profiles.  

*We apologise for reduced audio quality during parts of the presentation. This was unavoidable due to connectivity issues during the live recording.