Features of Mobile Health Apps for Tobacco Cessation That Appeal to Black Adults Who Use Tobacco Products: Focus Group Study

Background Mobile health (mHealth) interventions show promise in supporting tobacco cessation. However, Black adults who use tobacco products are not well represented in mHealth studies for tobacco cessation, and their preferred features of mHealth apps are not well known. Identifying types of mHealth app features for tobacco cessation preferred by Black adults is critical to developing a culturally adapted app, with increased uptake by the target population. Objective The goal of this study was to explore culturally relevant preferences for features of smoking cessation mHealth apps among Black adults who use tobacco products. Methods A comprehensive list of features of mHealth apps for tobacco cessation was developed based on previous research and a review of existing mHealth literature. Through a content analysis, this list was divided into subgroups and used to develop a focus group guide. We recruited participants from Instagram, a social media platform. Eligible focus group participants included people who reported current use of a tobacco product, identified as being African American or Black, were 21 years old or older, and had access to Wi-Fi or the internet. Participants had to indicate interest in the use of an mHealth app for tobacco cessation. Participants discussed their opinions about different app features, including what features they felt would increase the use of an app by Black adults. Recordings from the focus groups were transcribed and coded deductively and inductively. We conducted a thematic content analysis of the resulting transcripts. Results Forty adults aged 21‐69 (mean 43, SD 13.6) years participated in 8 focus groups. Fifty-seven percent were female, and 88% endorsed current cigarette use. Four central themes that represented app features emerged. (1) Participants wanted representation and inclusivity through personalization and featuring people with similar lived experiences, including representative images and relevant health information. (2) Participants desired the app to feature a diversity of experiences such as testimonials from individuals from different backgrounds rather than solely focusing on racial identity or excessive targeting of the Black community. (3) Participants desired accountability through trusted connections with health care professionals and other support groups within the app, as well as app tracking capability. (4) Encouragement and motivation were more salient incentives than monetary rewards. Conclusions Black adults who use tobacco products prefer a tobacco cessation app with features that are inclusive, relatable, supportive, and motivating. These findings can serve as the groundwork for the development of an mHealth app that will appeal to Black adults, potentially leading to increased app use, successful cessation, and health equity.