## 3 Findings
### Responsibility for Users' Health
#### 3.11.3 General Perceptions About Who Are the End Users. Interviewees were asked to describe their target audience. Most of the respondents had an upwardly skewed assessment of the number of Internet users in Israel in general and health consumers in particular. These are some of the definitions they gave of the concept of _target audience_: \"The entire population...\",\"the general public...\", \"all Israeli citizens...\", \"from youth upward...\", \"people all over the globe...\" three respondents added a more limited definition to the above definition of target audience: \"The clients of these organizations...\", and three others defined _target audience_ using social categories such as \"families\", \"parents\", \"pregnant women\" _etc._ The expert's perception of the end users is crucial, since it determines both the configuration and the content of the information needed by various users [44]. Thus, _end-user segmentation_--the process of dividing groups into subpopulations according to the approach required to induce behavior change [45], provides a basis for content adaptation. Researchers use a number of terms to describe tailoring. Tailoring involves the development of interventions that conform to specific personal characteristics (e.g., gender, age, culture, attitudes, behaviors, abilities) and often consists of adapting existing materials and programs for different subpopulations [46]. Five interviewees stated that women surf the web for health topics more than men do; three interviewees suggested that the Israeli-Arab population spends less time surfing than does the Israeli-Jewish population. Participants gave conflicting estimations regarding the ages of health-website surfers, and had no information about the distribution of surfers' ages. Seven interviewees assessed surfers' digital orientation as low and eight participants estimated that surfers' health literacy level was low. These participants claimed that they adopted a range of techniques to ensure that health information presented on the site would be understood. The following excerpts provide a sense of the array of responses interviewee gave on this issue. One participant admitted, \"I really don't know who has a hard time [surfing the website] and who does not, nor do I have any way to find out with the existing tools...\"; one interviewee approached the issue thus: \"At this point, I think of my end users much like I regard the end users of Yediyot Achronot [the local daily newspaper with the largest readership]\". Yet another respondent demonstrated a more reserved and resourceful attitude, saying \"at this very moment, without examining the data first, I won't try to draw any distinctions [between types of end users]...\". _Look, I see myself as a user, like when I need a physician's attention. So we talk [with colleague] about what they see, and then we try to approach this from the users' point of view and consider how they could benefit from this. It would be very complicated for me now to run a user survey, to appeal to the population to find out what they would want and how they would want it..._  
_Cultural sensitivity_ is a critical factor in communication and must be taken into account if the website is to be an effective vehicle for communication in a cross-cultural context. Practicing cultural sensitivity means disseminating information in a manner that conforms to visible cultural/ethnic characteristics, as well as to norms, values, beliefs, and relevant historical, environmental, and social forces that characterize the target population [46]. Five interviewees said that it was important to present information in other languages, but only three of them actually addressed the issue.