JMIR Publications

ABSTRACT

Background:

Parents are increasingly using Infant Feeding Apps for information and decision making related to breastfeeding and other aspects of their baby’s care. Few studies have explored how users conceptualize data privacy risks in relation to feeding apps and how concerns are balanced with app use.

Objective:

This qualitative study forms part of the Infant Feeding App project exploring how feeding apps influence parent–child communication in Australian families. A focus of this investigation was users’ views and concerns around privacy practices and terms and conditions when using these apps.

Methods:

We included first time parents of children aged 0 – 4 years who were breastfeeding at the time of the first interview and previously or currently use one or more infant feeding apps. Twenty-four participants completed the first-round interview, of those, 22 returned for a second-round interview approximately six months later, and 7 participated in the focus group discussion. Reflexive thematic analysis was used to analyse the data.

Results:

This paper draws primarily on findings from the key category of ‘Data and/or Privacy Practices’. This category was further refined into two main themes: Lack of awareness or acceptance of the terms and conditions associated with the mobile app and the risk mitigation behaviours mothers took to protect their privacy.

Conclusions:

Despite privacy concerns, mothers engaged with the Infant Feeding App and these findings resonate with the growth in digital technology availability and engagement. This paper has highlighted that privacy, a fundamental human right is at risk when those engaging with mobile apps are not aware of how data about themselves and their child may be used. A call for a move toward privacy by design, transparency in privacy policies and an approach of non-alienation in the use of data are called for.