Table 2 Summary statements and touchpoints (these are explained in more detail below, before being adapted into themes and sub-themes)

Capability for health behaviours

Capability comes from a holistic understanding of health, health information and feeling empowered.

Theme: Health is multidimensional and a few key health behaviours are valued over all others

Sub-theme: Health information can empower and disempower health behaviours

Sub-theme: Everyday life can empower and disempower health behaviours

Social connections and shared experiences are integral to capability.

Theme: Social connections and shared experiences build knowledge and increase confidence in decision-making.

Sub-theme: Looking to other sources of information when health professionals are not trusted

Digital health information and supports increase capabilities for health behaviours.

Theme: Digital health information and support needs to be evidence-based and reputable to increase capability.

Opportunity for health behaviours

A range of resources create opportunities for health behaviours.

Theme: Personal responsibilities prioritised over health behaviours

Sub-theme: Resources that make health behaviours easier

Social connections are shared experiences are integral to opportunity.

Theme: Social connections and shared experiences increase opportunity for health behaviours

Sub-theme: Being listened to shared experiences are important

Digital health information and supports increase opportunities for health behaviours.

Theme: Digital health information and support needs to be relevant and increase opportunity for social connection

Sub-theme: Ease of access and convenience are essential

Sub-theme: Chat-bots and virtual assistants may be useful but they probably will not replace authentic social interactions

Motivation for health behaviours

A desire to feel well and live well motivates health behaviours.

Theme: A range of factors motivate health behaviours.

Sub-theme: Pregnancy planning motivates behaviour change.

We thrive when we are together.

Theme: “We’re not designed to be alone… We thrive when we’re together”

Sub-theme: A range of motivating benefits come from social connections

Digital health information and supports have the potential to increase motivation for health behaviours.

Theme: New digital health information and support needs to be innovative to meet expectations of their target audience.