Insights into Information-Seeking Behaviors of Pregnant and New Mothers

In a recent survey conducted by Tomorrows, an impressive 70% of expectant mothers and around 40% of those parenting their first child (aged 0-6 years) reported that they gather information related to pregnancy and parenting several times a week. This survey aimed to understand the frequency and methods by which these mothers collect information.

Background

Welcoming a first child is filled with both excitement and apprehension, and many women face a myriad of questions and uncertainties during this pivotal time in their lives. Today's mothers have a wide range of resources to turn to for guidance, from healthcare professionals and specialist publications to social media platforms and app-based services. However, the vast array of available information can lead to confusion, as many women express uncertainty about which sources to trust and whose advice to follow. Additionally, expectant and new mothers often lack nearby confidants to discuss their concerns, making the process of filtering through information all the more challenging. In response to these needs, Tomorrows initiated the survey targeting women in their 20s to 40s who are either pregnant with their first child or raising a child aged 0-6.

Survey Summary

- Information Gathering Frequency: Approximately 70% of pregnant women and 40% of those with children aged 0-6 check for information on pregnancy and parenting several times a week.
- Motivations for Information Search: The primary reasons cited for seeking information included resolving concerns, acquiring knowledge, and achieving peace of mind.
- Main Information Sources: The leading channels for gathering information were identified as online searches, social media, and advice from family and friends, with nearly half of pregnant women also utilizing parenting-related applications and services for information.
- Most Influential Information Sources: Unsurprisingly, internet search engines ranked as the most influential sources for pregnancy and parenting information.

Detailed Findings

Frequency of Information Gathering

When asked how often they sought out information about pregnancy and parenting, respondents indicated the frequency as follows: 34.7% stated they look for information nearly every day, while 32.4% do so as needed and 21.5% a few times a week. Combined, over half of pregnant and new mothers engage in information gathering several times a week. Notably, 50.5% of expectant mothers reported that they seek information almost daily.

In contrast, among mothers currently parenting, 43.4% reported that they only seek information when necessary, with only 16.3% looking for information nearly every day.

Reasons for Seeking Information

The survey also asked why mothers pursued information regarding pregnancy and parenting. The results revealed that 64.1% did so to alleviate concerns, while 62% aimed to enhance their knowledge, and 45.5% sought reassurance. Interestingly, pregnant women primarily reported wanting to gain knowledge as their first reason (65.6%), while mothers focused more on resolving issues (73.1%).

Information Sources

When inquiring about the main sources for their information, the leading responses were: internet searches (61.4%), social media (51.0%), and family/friends (43.5%). Among expectant mothers, nearly 54% reported using both social media and internet searches, with about 48.7% utilizing parenting apps. On the other hand, 70.5% of mothers reported relying on internet searches as their primary source.

Most Influential Sources

Finally, the survey asked participants about the sources they felt most influenced their views on pregnancy and parenting. Internet searches topped the list (24.9%), followed by social media (21.2%) and advice from family and friends (18.6%). Notably, expectant mothers attributed equal influence to social media and internet searches, highlighting the significant role these platforms play in their information-gathering activities.

Conclusion

The findings of this survey underscore the significant role that internet searches and social media play in the information-seeking behaviors of pregnant and new mothers. These insights reveal a clear pattern: many women are actively seeking knowledge and reassurance during this transformative phase of their lives. In light of these results, Tomorrows' platform, Merci,Maman!, aims to facilitate a supportive environment where mothers can share their experiences and concerns. This online community allows mothers to connect in real-time, exchange valuable information, and help one another through the challenges of pregnancy and parenting. Through this initiative, Tomorrows hopes to foster an atmosphere of camaraderie and trust among mothers, ultimately aiding them in alleviating their worries and achieving peace of mind.

About Tomorrows

Tomorrows, based in Minato-ku, Tokyo, operates various media service and web marketing initiatives to empower expectant and new mothers through informed decision-making.

For more information, explore the Merci,Maman! platform.