 The study aims to explore user experiences of and reasons for engaging and not engaging with a wide range of health and well-being apps among adults in the United Kingdom. The participants were recruited via social media platforms and data was analyzed using the framework approach informed by the capability, opportunity, motivation behavior, combi, model and the theoretical domains framework. Factors that influence capability include available user guidance, statistical and health information, reduced cognitive load, well-designed reminders, self-monitoring features, features that help establish a routine, features that offer a safety net and stepping stone up characteristics. Tailoring, peer support and embedded professional support were identified as important factors that enhance user opportunities for engagement with health and well-being apps. Feedback, rewards, encouragement, goal setting, action planning, self-confidence and commitment were judged to be the motivation factors that affect engagement with health and well-being apps. The study provides recommendations for policy makers, industry, health care providers and app developers for increasing effective engagement. This article was authored by Dorothy Sinay, Olga Persky, Andy Jones and others. We are article.tv, links in the description below.