Mobile technology has been treated as a necessity in both the developed and developing world. The high demand for this technology has resulted in exponential growth in the number of cellular subscribers worldwide. In 2014, there were more than 7 billion subscribers, with an average penetration rate of 96% [1].

Given the unprecedented growth in the use of mobile technology, much research and increasing resources have been devoted to the development of its application in various domains beyond its core functionality of telecommunication. The use of mobile phone devices to support medical and public health practices has led to the emergence of a new field of eHealth known as mobile health (mHealth) [2]. mHealth can be used for complex applications for health; however, simple health support applications using mobile phones’ core functionality have also been developed [2].In Afghanistan, a postconflict country, there were no mobile network operators until 2003; now there are 5 mobile network operators providing services to more than 20 million subscribers with a penetration rate of 83% covering 90% of the population [3]. A lack of landline telephones in most areas, high demand, a competitive market, and decreasing costs of mobile devices and services have all contributed to the rapid growth of mobile telephone services in the country.

Although gender inequality in Afghanistan has been improving in the past decade, accessibility to education and health care remains a great challenge among Afghan women. The national literacy rate for adult females was only 17% in 2012 [4]. Despite the limited access to education and health, a survey among Afghan women has shown that about 80% of women have access to a mobile phone [5]. This high rate of mobile phone use among Afghan women suggests that application of mHealth could be an effective method to promote maternal and child health.

Maternal and child health is a key priority area for the Ministry of Public Health of Afghanistan. The maternal mortality rate has been decreased from 1600 per 100,000 live births in 1990s to 327 per 100,000 live births in 2010 [6,7]. However, maternal mortality and child mortality rates in Afghanistan are still high compared with those in other countries. Lack of information is an important factor that contributes to poor health outcomes [8]. People in rural areas may not have access to many sources of information; for years, radio had been the only reliable medium for transferring information to the rural population.

Studies have shown that mobile phones can be used as an effective means for disseminating health-related messages to target populations. A study in India showed that mobile phones can be considered as an acceptable means of health care delivery [9]. Studies also show positive perceptions toward using mobile phone for health purposes; however, some important factors need to be considered before designing and implementing such a program, including user preference of receiving messages, tone and frequency of messages, and privacy and confidentiality [2,9-13].

This study aimed to determine the perceptions of Afghan women regarding the use of mobile phones for supporting maternal and child health, and the associated factors with those perceptions. This preintervention study could provide viable information in terms of contextualization for the development of appropriate mHealth initiatives.

The recent growth in mobile phone apps and the number of mobile phone subscribers in Afghanistan provides an opportunity for applying mobile technology to support health care in the country. Currently, mHealth initiatives have been adopted and reported to be successful in improving health worldwide [2]. Given a high penetration rate, mobile phones can be an effective medium for transmitting health information to the population, particularly among vulnerable groups, particularly women, who may have fewer opportunities to access health information in general. However, the success of mHealth initiatives may vary across different populations. Low literacy and technical capacities are considered a barrier for mHealth adoption [2]. It is therefore critical to understand the baseline perceptions and needs of particular users before initiating an mHealth program. This study explored the potential of using mobile technology to support maternal and child health among Afghan women.

The literacy rate among the women in our study was 24%, which is higher than the national literacy rate for adult females (17%) in Afghanistan [4]. However, the national literacy rate includes older women, many of whom are illiterate; the target population in our study comprised only women of a child-bearing age. Although only half of the women in our sample owned a mobile phone, more than 90% of them had access to a mobile phone and had routinely used one for an average of 4 years. This high accessibility means there is great potential in using mobile phones as a medium for health education.

Only 20 out of 240 women in this study reported that they had never used a mobile phone. A previous study described cultural restrictions and lack of permission for women regarding the use of mobile phones in Afghanistan [5]; however, this reason was only reported by 9 respondents in this study. The main reason for not using a mobile phone was poverty, which was reported by 12 women living in rural areas and 4 in urban areas.

The characteristics of mobile usage were not significantly different between women living in rural areas and those in urban areas, except for ownership of a mobile phone. This may be attributable to the common cultural and social values shared by women in both the urban and rural areas in the province. However, the difference in mobile phone ownership reflects the socioeconomic difference between rural and urban areas.

The majority of our respondents were not familiar with IVR. The effectiveness of using IVR for health education remains uncertain according to the literature. Some studies show the effectiveness of IVR [14], whereas others describe users’ technical difficulty in using it [15]. A study in Uganda showed that training a target population on how to use IVR before project implementation was possible only for small projects [15]. For larger programs, the alternative of using SMS/voice calls may be more effective.

The radio is still the most used and reliable source of news and information in Afghanistan [16], and most mobile phones can support FM radio; more than half of our respondents use mobile phones to listen to the radio. Women’s perceptions of mHealth were assessed. About three quarters of the respondents responded positively. This perception was not significantly different between the urban and rural population, but was significantly different for other demographic characteristics. The literacy rate and ownership of a mobile phone were strongly associated with positive perceptions. This suggested that improving the literacy rate may have an impact on the success of mHealth implementation. Younger women were also more likely to perceive usefulness of mHealth compared with older women, consistent with a national survey conducted in Kenya [17]. This is likely because younger generations are generally more familiar with mobile technology compared with older people.

Majority of the participants were open to receiving health-related information on their mobile phone. This openness was associated with literacy, mobile phone ownership, and routine use of mobile phones. Literate women were 3.6 times more likely to be open to receiving health-related information on mobile phones in comparison with illiterate women. This suggests that mHealth initiatives in Afghanistan could increase, as literacy rates are improving in the country, especially among women. Very few of our respondents were not open to receiving such information, and the reported reasons were mostly related to culture and gender.

Although SMS is the globally preferred method for receiving health-related messages [2], our study showed different results. Most of our respondents preferred voice calls for receiving health-related information and medical reminders. It is obvious that individuals with a low literacy level prefer voice calls in comparison with SMS and/or IVR. For the effectiveness of any mHealth initiative, it is important to consider the end users and target population’s literacy level and preferred type of communication for receiving health-related information and medical reminders.

SMS is the globally preferred method and it is considered to be nonintrusive, as the receivers can read the messages at their convenience instead of answering a call [2,9]. A study conducted in Karachi, Pakistan, shows that SMS reminders were useful for tuberculosis patients in terms of treatment adherence; however, that study also suggested that a two-way reminder system might better support patients in medication adherence in low-literacy populations [18]. A study from rural areas of India also reported that voice calls were preferred in comparison with text messages for medical reminders and health promotion messages [9]. A study conducted in Kenya also observed that telephone call was a more preferable mode of communication among women living in remote areas, whereas women in nonremote areas were likely to prefer text message as their mode of communication [19]. Considering the low literacy rate among Afghan women, voice calls should be the most effective form of communication for an mHealth initiative. However, this may change if literacy rates continue to improve.

The frequency of health-related message delivery is an important issue to be considered while adopting mHealth initiatives. More frequent messages may result in intervention fatigue [13]. Our study showed that more than half of our respondents preferred to receive messages on a weekly basis, rather than daily or monthly.

Medical reminders can play a significant role in treatment/vaccination adherence. A study in rural Kenya showed that mobile phone–based strategies are useful for delivering reminders to target groups. Text message reminders can effectively increase immunization coverage [20]. In addition, a systematic review study documented that text messaging increased adherence to antiretroviral therapy and smoking cessation [21]. In this study, approximately 90% of the women were willing to receive vaccination reminders. Unlike previous studies, most of our respondents preferred to receive voice call reminders rather than text messages. More than half of our respondents preferred to receive reminders 2 days before the appointment date. Because some respondents live far from health facilities, they would need to plan their visit after receiving the reminder. According to national statistics, only 47% of Afghan children under 1 year of age receive the third dose of the Penta III vaccine (hepatitis B and influenza type B vaccines are added to Diphtheria-Pertussis-Tetanus (DPT) vaccine, and are administered in a single-dose vial) [7]. The World Health Organization also reported that the DPT1 to DPT3 vaccination dropout rate in Afghanistan was higher than 15% [22]. Therefore, an mHealth initiative for vaccination reminders, customized for this specific target group, would be one of the effective methods to increase vaccination coverage in the country.

This study was conducted in one province of Afghanistan, which may not represent all women living in the country, especially those in very remote regions or conflict areas. In addition, our study areas contained at least one mobile network, and most of women in this study had used mobile phones for an average of 4 years. There are still some areas in Afghanistan with no available networks that have only recently obtained a network; perceptions of using mobile phones for supporting maternal and child health may differ among women who are new to mobile phone use. Further studies are needed to assess mHealth perceptions among this group of women.

Our study explored the perceptions of women regarding the use of mobile phones for maternal and child health in Afghanistan. This preintervention assessment yielded valuable information for the design and implementation of mHealth interventions. Although the findings in this study are encouraging in terms of the potential benefits of adopting mHealth interventions in Afghanistan, all the end users’ concerns should be considered and intervention designs should be contextualized according to the target population.