Survey on Awareness and Practices Regarding Information Gathering for Pregnancy Planning

Lunala, a women's healthcare service operated by MTI Ltd. that supports women throughout their lives, regularly conducts awareness surveys within its platform and publishes them as the 'Lunala Tsushin' (Lunala Newsletter).

Issue No. 70 presents an awareness and reality survey on information gathering during pregnancy planning. The survey reveals how Lunala users—those who have experienced or are considering fertility efforts—collect and utilize information, along with specific tools used and challenges faced.

The survey found that while one in three women feel uncertain about where to begin when starting pregnancy planning, the most commonly used method for gathering information is 'fertility and menstrual cycle tracking apps,' with over 70% reporting usage. This indicates that many women are taking their first steps in fertility planning by learning about their own bodies through apps.

On the other hand, awareness of information provided by local governments regarding fertility and childbirth (hereinafter referred to as 'municipal information')—that is, social support programs—remains low, with only about 10% confirming they have actively reviewed such information. Although awareness of municipal information is limited, over 40% expressed regret, saying they 'wish they had known about it earlier.' Many shared that with earlier knowledge, they 'could have considered the timing for starting fertility efforts or infertility treatment,' 'reduced financial burdens,' or 'lessened anxiety and stress.' These results suggest a need to establish systems that deliver essential fertility-related information at appropriate times.

We hope these survey findings offer helpful insights for a more reassuring pregnancy planning journey and inspire individuals and their partners to consider a fertility approach that suits their needs.

Survey Period: May 8 (Fri) – May 12 (Tue), 2026 Method: Survey conducted via 'Lunala' and 'Lunala Body Temperature Note' apps Valid Responses: 3,514 women

The first step in pregnancy planning begins with 'understanding your own body.'

Q. When you first became aware of pregnancy planning, what actions did you take initially? (Multiple answers allowed, up to 3)

We first asked users who have experienced or are considering pregnancy planning about their initial actions. The most common response was 'started recording menstrual and ovulation dates' (47.6%), followed by 'started measuring basal body temperature' (47.1%), and 'researched optimal timing for conception' (41.9%). A clear trend emerged showing that many women begin not with internet searches or social media, but by first understanding their own physical condition.

Additionally, the top reason for choosing these actions was 'wanting to know the optimal time for conception' (54.5%), indicating that many women proactively take initiative in their fertility journey by starting with what they can do independently.

On the information front, 'not knowing where to start' is a major concern—over one in three face a lack of fertility information.

Q. When engaging in pregnancy planning, have you faced any difficulties or concerns regarding 'knowledge or information'? For those planning to start, please describe your current situation. (Multiple answers allowed)

When asked about difficulties or concerns regarding 'knowledge and information,' the top response was 'not knowing where to begin' (35.5%), revealing that over one in three women struggle with insufficient knowledge or information about fertility. Particularly among those who answered 'hope to become pregnant and plan to start pregnancy planning,' this figure rose to 50.6%, suggesting that nearly half harbor such anxieties.

While many are taking steps to understand their bodies, uncertainties remain about whether these actions are correct, highlighting ongoing concerns in the knowledge and information domain.

Information gathering is 'app-centric,' with over 70% usage! Meanwhile, one in ten uses AI.

Q. When you first started thinking about pregnancy planning, what tools did you initially use (or would like to use) for information gathering? (Multiple answers allowed, up to 3)

As the lack of fertility information became evident, we asked what tools respondents use for gathering information. The top answer was 'fertility and menstrual tracking apps' (72.6%), followed by 'internet search' (59.5%), and 'obstetrics and gynecology clinics/hospitals' (28.9%). While this survey targets Lunala users—thus naturally showing higher app usage—the results reaffirm that everyday apps serve not only for menstrual tracking but also as a starting point for fertility-related information gathering.

Additionally, the proportion of users gathering fertility information through 'generative AI (including chatbots)' reached 10.5%, indicating that one in ten women are now using AI in their fertility journey. By age group, AI usage was highest among those in their 20s at 17.7%, showing a trend of higher adoption among younger individuals.

The most common perception of AI use in fertility planning: 'It's easier to consult about sensitive issues I can't discuss with others.'

Q. Which of the following best matches your impression of using AI in pregnancy planning or infertility treatment? (Multiple answers allowed) / In what scenarios would you consider using AI for fertility or infertility treatment? (Multiple answers allowed)

We found that about one in ten women use AI for fertility information gathering. When we asked again about perceptions of AI use in fertility or infertility treatment, the most common response was 'It's easier to consult about sensitive issues I can't discuss with others' (58.3%), suggesting that some appreciate AI's benefits for handling delicate topics. On the other hand, cautious attitudes were also observed, with 'concerns about information accuracy' (35.9%) and 'worries about personal data and privacy' (30.8%) cited by a significant number.

Regarding potential use cases, 'predicting menstrual cycles and ovulation dates' (58.1%), 'recommending optimal conception timing' (56.8%), and 'diet, sleep, and lifestyle advice' (47.3%) were top responses, while only 8.8% said they 'would not consider using AI.' This indicates strong expectations for AI as a supportive tool in daily health management and lifestyle guidance during fertility planning.

While AI is one option for information gathering, users should verify information accuracy themselves and consider consulting medical professionals if they have concerns or uncertainties.

Awareness of municipal fertility and childbirth-related information is low, with 'didn't know' being the most common response.

Q. Have you previously accessed fertility or childbirth-related information provided by your local municipality? / What kind of municipal information have you seen? (Multiple answers allowed)

Having clarified individual information-gathering behaviors, we now focus on how well publicly provided fertility information from government sources is known.

On June 3, 2026, the Ministry of Health, Labour and Welfare announced that Japan's 2025 birth count was approximately 670,000—marking the tenth consecutive year of record lows—and the total fertility rate reached a historic low of 1.14. Amid this ongoing decline in birthrate, local governments are offering support such as infertility treatment subsidies and consultation services for those hoping to conceive.