The B.C. Lung Association has launched a new website aimed at men only, QuitNow Menafter researchers found more men smoke — but fewer of them want to use existing tools online to help them quit.

UBC researchers found that while 18 per cent of men in B.C. still smoke — compared to 11 per cent of women —most of the people using the association's regular smoking cessation website were women, not men.

"We need a new approach for men, we need an approach that men can relate to with language that speaks to them and with tool that they'll find useful," Gayl Sarbit with UBC Okanagan told Daybreak South's Chris Walker.

Sarbit was part of the group of researchers at the Institute for Healthy Living and Chronic Disease Prevention which developed the site.

"We started by meeting with a lot of different men around the province," she said.

"They told us that they wanted to be able to choose their method of quitting. That they respond better to positive messages. That they wanted to interactively engage with tools to help them quit. They find it useful to hear about other men's experiences."

A test group of men have already been using the website for three months and providing feedback for the team.

"The results were overwhelmingly positive for the website. They liked the look and feel of it. They liked the resources," said Sarbit.

"We did do a few minor revisions, based on their suggestions, but mostly they were suggesting what else we could add."

To hear more about why QuitNow Men, click the audio labelled: QuitNow launches site for men.