Health Information Seeking and Use among Postpartum Women in Estonian Online Motherhood Communities

Abstract Background The postpartum period is a critical yet often overlooked phase for maternal and infant health. Despite the abundance of digital health information, little is known about how postpartum women in Estonia engage with health information in online environments. This study addresses that gap by focusing on women active in online motherhood communities. It explores the role of social media and digital tools in shaping health behaviour after childbirth, offering insights relevant for public health communication and support strategies. Methods A mixed-methods cross-sectional study was conducted via a semi-structured online questionnaire distributed in two Estonian Facebook groups for mothers of babies born in 2023. The sample consisted of 83 women. Quantitative data were analysed descriptively, and qualitative responses were thematically analysed. Results Of respondents, 61.4% were first-time mothers, and the average age was 30.5 years. A majority (55.4%) reported greater health information needs after childbirth. Before delivery, most relied on midwives (83.1%) and pregnancy apps (67.4%), while after birth, family doctors (79.5%) and social media groups (72.2%) became the primary sources. Information most commonly sought included infant development (91.5%), maternal recovery (69.8%), and breastfeeding (63.8%). While 77.1% did not actively post health-related questions, 41% had shared advice with others. Trust in peer-provided information was moderate. Key barriers included conflicting advice (78.3%) and information overload (49.4%). Conclusions Postpartum women in online communities actively seek health information but face challenges with fragmented sources and mixed quality. Public health strategies should consider developing centralized, expert-driven digital platforms that integrate peer support with professional guidance. Such innovations could improve maternal wellbeing, reduce confusion, and strengthen digital health literacy in vulnerable life stages. Key messages • Social media plays a significant role in postpartum health information seeking, though trust remains moderate. • Centralized, expert-supported digital platforms could better meet new mothers’ information needs.