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Understand the influence of COVID-19 on the Pregnancy Tracking Application Market with our analysts monitoring the situation across the globe.

Market Overview

The pregnancy tracking application market is widely used by women to efficiently track fertility, pregnancy, and parenting solutions. The application is a part of women’s healthcare and aids in taking care of the well-being of the mother and child by keeping the mother informed and educated about the physical and mental changes occurring during this time. It has been widely used by fathers to keep track of the basic requirements. The app offers features such as fertility and menstrual cycle tracker, and its easy deployment on the IOS and Android systems has made it more efficient, interoperable, user-friendly, and beneficial for the users.

Decelerating Maternal Mortality Rates to Drive the Market Growth

The advent of pregnancy tracking applications is subsequently decelerating the prevalence of pregnancy complications caused by diabetes, high blood pressure, anemia, and kidney problems. As per an article published by the United Nations International Children's Emergency Fund (UNICEF), globally, there is about a 38% reduction in the maternal mortality rate from 2000 to 2017. Similarly, the neonatal mortality rate has declined significantly in the last few years, further rising the demand of pregnancy tracker applications. 

Neonatal-Mortality-RateBusy Lifestyles and Career-Driven Approach to Drive the Market Growth

Today, rising teenage pregnancy rates and busy lifestyles and career focussed approach are subsequently increasing the usage of pregnancy tracker application among working women to provide minute details about the changes in the embryo and other such issues. These applications have helped impart knowledge about pregnancy and parenting to them by providing adequate information related to the menstrual cycle, fertility, and many other articles about their overall health. There is a regression seen in the rate of teenage pregnancies over the years. Adequate knowledge has helped in preventing unintended conceptions and further difficulties.


Data Breaching to Hamper the Market Growth

Data security and integrity are the prime factors of a software application; however, rising risk of data breaching and non-adherence to the Health Insurance Portability and Accountability Act (HIPAA) restrains the market growth. The pregnancy tracking applications maintain the personal information of the woman such as their fertility charts, ovulation dates, the ups and downs during the trimesters, and other health-related information. The data can be accessed by third-party applications and health insurance companies to decide on the coverage plans without the consent of the individual. As stated by ‘The Pregnancy Panopticon,’ online privacy and free speech non-profit the ’Electronic Frontier Foundation (EFF)’ in 2017, almost all the pregnancy applications send essential private data to third-party applications. For instance, Flo Period & Ovulation Tracker application sends information to Facebook.

Impact of COVID-19

The pregnancy tracking application market has been witnessing a significant surge amidst the COIVD-19 pandemic. The high risk involved in visiting hospitals has compelled pregnant women to use pregnancy tracking applications. The application helps the doctor to keep track of the pregnancy and analyze data through the app. The software companies are actively working to integrate artificial intelligence to treat patients more effectively.

Pregnancy Tracking Application Market: Segmentation

Rising Prevalence of Infertility to Prompt the Need for Efficient Pregnancy Tracking Application

The pregnancy tracking segment holds the highest market share as the application provides expert advice and helps track everyday changes. The fertility tracking segment, on the other hand, is projected to grow with the highest CAGR on account of the rising prevalence of PCOS, uterine fibroids, and ovarian cysts. As per the Centre for Disease Control and Prevention (CDC), the infertility rate in women aged 15–49 is about 13.1%. The key players offering pregnancy tracking services include Ovia Health, The Knot, Ovuline, Med ARTStudios, and Glow.

Android System Segment to Hold the Largest Market Share

On the basis of type, the pregnancy tracking application market is segmented into Android system and IOS system. The android system segment holds the largest market share on account of its rising popularity, and easy availability and extensive compatibility. The IOS system, on the other hand, is extensively used across the U.S., and the segment is projected to grow with a lucrative CAGR during the forecast period. 

Regional Overview

Surging Application of Healthcare IT to Drive North America’s Pregnancy Tracking Application Market

North America holds the highest market share in the pregnancy tracking application market on account of increasing healthcare awareness and robust presence of prominent players such as Everyday Health, Ovia Health, The Knot, Ovuline, HelloBaby, WebMD, BabyCenter, Med ART Studios, and Glow. Surging application of healthcare IT is driving the adoption of pregnancy tracking applications. As per an article published in the Commonwealth Fund, in the U.S., approximately 20% of the women aged 18–64 years suffer from chronic diseases. Moreover, high healthcare cost is subsequently driving the demand for efficient pregnancy tracking application, further driving the regional market growth.

Government Initiatives to Drive Asia-Pacific’s Pregnancy Tracking Application Market 

Asia-Pacific is projected to be the fastest-growing region for the pregnancy tracking application market on account of rising population, rapid digitalization, rising government initiatives for women's health, an increasing number of polycystic ovary syndrome (PCOS).

As per the United Nations, by 2027, India is expected to surpass China and become the most populated country in the world, thus increasing the demand for better healthcare facilities. Additionally, increasing government initiatives such as the Pradhan Mantri Surakshit Matritva Abhiyan and Digital India campaign provides an impetus to the country’s market growth. The burgeoning use of smartphones, availability of fast internet, and rising awareness regarding women's health drives the market growth. As stated in the GSMA Mobility report 2020, smartphone penetration is projected to rise by 17% by 2025.

Key Players

  • Everyday Health (the U.S.)
  • Ovia Health (the U.S.)
  • The Knot(the U.S.)
  • Fehners Software (the U.K.)
  • Nighp Software (China)
  • Ovuline (the U.S.)
  • Hello Baby (the U.S.)
  • Web MD (the U.S.)
  • Baby Center (the U.S.)
  • Med ART Studios (the U.S.)
  • Smiling Mind (Australia)
  • Glow (the U.S.)

Recent Developments

  • On August 27, 2019, Everyday Health acquired BabyCenter, one of the leading global parenting resources. The acquisition aims at supporting the company with a strong digital platform further expanding its reach to around 100 million customers
  • On February 14, 2019, Glow partnered with Match Group to provide employees with fertility benefits. The latest technology has enhanced the company’s offering and increased its customer base.

Pregnancy Tracking Application Market Segmentation

By Solution

  • Fertility tracking
  • Pregnancy tracking
  • Parenting solution

By Deployment Type

  • Android system
  • IOS system

By Application

  • Private users
  • Commercial users

By Region

North America

  • The U.S.
  • Canada
  • Mexico


  • The U.K.
  • Italy
  • France
  • Spain
  • Germany
  • The Rest of Europe

The Middle East and Africa (MEA)

  • Saudi Arabia
  • Egypt
  • South Africa
  • The Rest of MEA


  • India
  • China
  • Japan
  • Australia
  • South Korea
  • The Rest of Asia-Pacific

South America

  • Columbia
  • Brazil
  • Chile
  • Peru
  • Argentina
  • The Rest of South America

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