Alternatively, just over a quarter of women suggested that the information would be best delivered through a website or e-mail program, with a handful of women suggesting an i-phone application would be of value. ‘‘Via e-mail or i-phone application – better environmentally’’ (Jacqui, 36) A combination of mail, online technology (website or e-mail) as well as phone technology was suggested by a few women in order to distribute the information by tailoring the approach to the needs and lifestyles of all women. This was reinforced by the views of key stakeholders. ‘‘All of the above – Take into account lower incomes (need leaflets), older adults (no computer), modern mums (X Gen, I-phone)’’ (Key Stakeholder) Online Calendar: What Women Liked Presentation/Easy to use. Most women mentioned that the online activity calendar was well presented and particularly liked the simplicity of the layout. Moreover, women suggested that the program was easy to understand and user-friendly, which appeared to be an important factor for key stakeholders also. ‘‘Well thought through. Easy to read. Easy to operate. Good layout’’ (Hilary, 44) Self monitoring/planning. A large proportion of women and key stakeholders mentioned that the online activity calendar was a good way to plan and track physical activity goals, with some women suggesting it would work as a ‘reminder’ to exercise. ‘‘I’m a schedule-loving soul so right up my alley’’ (Verity, 64) Motivational. A number of women believed the online activity calendar could be used as a motivational tool and that it was encouraging and somewhat rewarding. This view was replicated by key stakeholders. ‘‘An incentive to reach your goals. A reward when you do’’ (Adelle, 58) Tailored to the individual. A couple of women also suggested that they liked how the online activity calendar was personalised and tailored to individuals, which was reinforced by a key stakeholder. ‘‘Very personalised. Lots of positive reinforcement’’ (Key Stakehold- er) Online Calendar: What Women did not Like Although only seven women said that they would not use the online activity calendar, most women suggested that there were aspects of the calendar that they did not like. Time-consuming. Many women believed that the activity calendar would be energy- and time- consuming, with most Promoting Physical Activity in Disadvantaged Women women suggesting that they already lacked time in their lives and therefore logging on to this program may be seen as a chore. ‘‘That it’s another chore to add to already too many I have’’ (Rachel, 45) Goal non-achievement. A few women mentioned their concern about how they would feel if they did not achieve their physical activity goals for the week, suggesting that the online activity calendar may have negative effects on their motivation and achievement. ‘‘If you don’t reach goals at end of week could be depressing – Think people would tire of doing this every week’’ (Fiona, 56) Condescending tone. Several women felt that the online activity calendar was condescending; in particular the feedback provided when one achieved or did not achieve their weekly goals. A couple of women also suggested that self-motivated women may actually resent the program. ‘‘A bit condescending I think. Common sense – shouldn’t need to log-on etc to get motivated’’ (Ingrid, 55) Other Suggestions to Improve the Online Activity Calendar Weight loss information. Several women suggested that the online activity should provide weight loss information and tips, including information on nutrition as well as a calorie counter. ‘‘Tips on nutrition and diet’’ (Wilma, 63) Additionally, one key stakeholder suggested that the online activity calendar should include a weight tracker in order to monitor women’s weight loss throughout the year. ‘‘Could have a weight tracker which graphs weight’’ (Key Stakeholder) Information on physical activity ideas and facilities. A number of women felt that the online activity calendar should include a section with physical activity ideas and tips for example on overcoming barriers to physical activity, as well as information on local facilities and events, similar to the information provided in the information booklet. ‘‘A section with loads of ideas of things to do in various situations e.g. bad weather, injury, recovery from illness, no money’’ (Bannie, 55) Link to existing diary system. A couple of women suggested linking the online activity calendar to an i-phone application or to a system which people already use (e.g. Microsoft outlook), in order to minimise the number of programs women have to log onto each day. ‘‘Link it to an existing diary system perhaps an application on i-phone or attachment for outlook or similar’’ (Nicole, 30) PLOS ONE | www.plosone.org 5 November 2012 | Volume 7 | Issue 11 | e49583