"UPDATE: I'm pregnant!": Inferring global downloads and reasons for using menstrual tracking apps

The market for smartphone apps tracking menstrual cycles has expanded in recent years. These apps market themselves as empowering users to achieve their reproductive goals and maximize the chance of pregnancy. This paper presents the first open-access quantification of menstrual tracking app downloads globally, covering both the Global North and South. We also explore macro and micro-level reasons for app usage, testing national associations with downloads and analyzing user reviews.

We use data on app installations, reviews, and ratings from the Google Play Store and Apple App Store to estimate global app downloads using a Bayesian model. We perform regressions to test for national predictors of use, and multilingual topic models to analyze/cluster reviews left by users to understand individual reasons for use.

We find that the majority of downloads are for three apps: Clue, Flo, and Period Tracker. Higher modern contraceptive prevalence and internet access are associated with more downloads, while low-income countries tend to have fewer. In low-income countries, a higher unmet need for family planning and total fertility rate are associated with more downloads. Individual reviews reveal the most common reasons for use are menstrual cycle tracking, achieving a pregnancy, community engagement, and avoiding pregnancy.

Existing research on menstrual tracking apps is largely confined to the Global North, but our study finds the use of these apps to be as prevalent throughout the Global South. Future research needs to urgently understand the implications these apps could have in a diversity of contexts.