Accessibility, acceptability and preferred modalities for a social media-based antenatal education program among pregnant women in Yaoundé, Cameroon

21/05/2026

AI Summary

High smartphone ownership (89.1%) and universal WhatsApp use among owners; 83.5% willing to participate in a social media antenatal education programme.
Preferred formats were videos (60.9%), text messages (51.0%) and images (44.6%), with 56.9% preferring daily content delivery.
Acceptance positively associated with age ≥25, secondary education and daily WhatsApp use; intimate partner violence history reduced acceptance, necessitating privacy sensitive targeting.

Health Informatics J. 2026 Apr-Jun;32(2):14604582261455106. doi: 10.1177/14604582261455106. Epub 2026 May 21.

ABSTRACT

BackgroundSocial media platforms are increasingly considered cost-effective channels for delivering antenatal health education in settings where maternal and neonatal mortality remain high. This study assessed accessibility, acceptability, and preferred modalities of a social media-based antenatal care (ANC) program among pregnant women.MethodsWe conducted a cross-sectional survey among pregnant women attending their first ANC visit at a major urban facility in Yaoundé. Data were collected using semi-structured questionnaires and analyzed using descriptive statistics and multivariate logistic regression.ResultsAmong 411 participants (mean age 27.5 ± 6.5 years), 89.1% owned a smartphone. WhatsApp was universally used among smartphone owners, followed by Facebook (84.7%) and TikTok (53.6%). Overall, 83.5% expressed willingness to participate in the proposed program. Videos (60.9%), text messages (51.0%), and images (44.6%) were the most preferred formats, with 56.9% favoring daily delivery. Independent predictors of acceptance included age ≥25 years (aOR 4.23, 95%CI:1.86-9.61), secondary education (aOR 2.97, 95%CI:1.06-8.34), and daily WhatsApp use (aOR 2.85, 95%CI:1.45-5.58), while intimate partner violence history was negatively associated (aOR 0.37, 95%CI:0.15-0.95).ConclusionA WhatsApp-based ANC education program is highly acceptable in this urban setting. Sociodemographic, digital engagement, and psychosocial factors should inform tailored, privacy-sensitive implementation within routine ANC services.

PMID:42165358 | DOI:10.1177/14604582261455106

Document this CPD