A Survey of the Use of Social Media by Women for Pregnancy
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Abstract
Background:
Despite both Ireland and the United Kingdom providing free maternity care to all women, epidemiologically adverse fetal and maternal outcomes remain closely linked to social disadvantage. A European survey found 42.4% of respondents had limited functional health literacy, closely linked to economic deprivation(1). Apart from direct interpersonal consultations with a healthcare professional, traditional media and information leaflets remain the main media of communication to pregnant women. It is likely that many of these messages are not adequately communicated to those most at risk. This prospective study examined the use of digital media by pregnant women to access healthcare information for pregnancy.
Objectives:
The aim of this study was to assess the use of digital media in women attending for maternity care, both in general and for pregnancy-related information, and to explore the potential for expanding digital communication channels for this group of women.
Methods:
A standardised questionnaire was distributed to antenatal and postnatal maternity patients attending a large Dublin maternity hospital.
Results:
A total of 522 women responded, comprising 42% (n=218) antenatal patients and 58% (n=304) postnatal patients. There were 71% (n=372) attending public clinics and 29% (n=150) attending semi-private and private clinics, 62% (n=324) lived in Dublin and 38% were from surrounding counties (n=198), 19% (n=101) were unemployed. The majority of women surveyed (61%) were aged between 25-34 years. Most women (55%) already had at least one child. Overall 95% (n=498) used the internet to access information about pregnancy; 89% (n=90) of unemployed women used the internet to access healthcare information. Overall 76% (n=399) of women had a smartphone. Pregnancy apps for smartphones were used by 59% (n=237) of smartphone owners. Newspapers were read by only 32% (n=167) of women, while 65% (n=339) of women used the internet to access current affairs news. All women wanted some form of online/digital support during their pregnancy, including weekly text messages about pregnancy stage-specific issues (cited by 49%), a maternity smartphone app (47%) and a website for feedback regarding their care (45%). One third of women (31%) wanted a hospital Facebook page and a similar number wanted online access to their ultrasound images. Usage of digital media was similar across all age-groups with no differences between women aged less than 35 years and those aged 35 years or more. Women who already had a child were just as likely to want digital communication services for informed care of their baby as were first-time mothers.
Conclusion:
Digital media use in pregnant women is widespread across all socioeconomic groups, age-groups and parities. Most women use the internet to access information regarding their pregnancy. Digital communication channels are more commonly used than traditional forms of media. Health communications about pregnancy should use contemporary social media as well as the traditional media channels.
References:
1) HLS-EU Consortium (2012): Comparative report on health literacy in eight EU member states. The European Health Literacy Survey HLS-EU, online publication: http://www.health-literacy.eu
Despite both Ireland and the United Kingdom providing free maternity care to all women, epidemiologically adverse fetal and maternal outcomes remain closely linked to social disadvantage. A European survey found 42.4% of respondents had limited functional health literacy, closely linked to economic deprivation(1). Apart from direct interpersonal consultations with a healthcare professional, traditional media and information leaflets remain the main media of communication to pregnant women. It is likely that many of these messages are not adequately communicated to those most at risk. This prospective study examined the use of digital media by pregnant women to access healthcare information for pregnancy.
Objectives:
The aim of this study was to assess the use of digital media in women attending for maternity care, both in general and for pregnancy-related information, and to explore the potential for expanding digital communication channels for this group of women.
Methods:
A standardised questionnaire was distributed to antenatal and postnatal maternity patients attending a large Dublin maternity hospital.
Results:
A total of 522 women responded, comprising 42% (n=218) antenatal patients and 58% (n=304) postnatal patients. There were 71% (n=372) attending public clinics and 29% (n=150) attending semi-private and private clinics, 62% (n=324) lived in Dublin and 38% were from surrounding counties (n=198), 19% (n=101) were unemployed. The majority of women surveyed (61%) were aged between 25-34 years. Most women (55%) already had at least one child. Overall 95% (n=498) used the internet to access information about pregnancy; 89% (n=90) of unemployed women used the internet to access healthcare information. Overall 76% (n=399) of women had a smartphone. Pregnancy apps for smartphones were used by 59% (n=237) of smartphone owners. Newspapers were read by only 32% (n=167) of women, while 65% (n=339) of women used the internet to access current affairs news. All women wanted some form of online/digital support during their pregnancy, including weekly text messages about pregnancy stage-specific issues (cited by 49%), a maternity smartphone app (47%) and a website for feedback regarding their care (45%). One third of women (31%) wanted a hospital Facebook page and a similar number wanted online access to their ultrasound images. Usage of digital media was similar across all age-groups with no differences between women aged less than 35 years and those aged 35 years or more. Women who already had a child were just as likely to want digital communication services for informed care of their baby as were first-time mothers.
Conclusion:
Digital media use in pregnant women is widespread across all socioeconomic groups, age-groups and parities. Most women use the internet to access information regarding their pregnancy. Digital communication channels are more commonly used than traditional forms of media. Health communications about pregnancy should use contemporary social media as well as the traditional media channels.
References:
1) HLS-EU Consortium (2012): Comparative report on health literacy in eight EU member states. The European Health Literacy Survey HLS-EU, online publication: http://www.health-literacy.eu
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