Is it compatible with breastfeeding? www.e-lactancia.org: analysis of visits, user profile and most visited products

Introduction One of the factors to influence abandoning breastfeeding is mothers’ use of medications. The www.e-lactancia.org website is a reliable source in Spanish and English for online free-access information about the compatibility of medications with breastfeeding. The aim of this study was to analyse the search profiles, and groups and products, searched the most on this website. Materials and methods A retrospective and descriptive study of the e-lactancia.org website during 2014–2018. Google Analytics was used for data collection. The following variables were analysed: number of users and queries; professional profile; country; language; users’ and groups’ access modes/devices; most searched products. Results We found 16,821.559 users and 63,783.866 pages. Of users, 62.7 % were “mother/father”, and 31.9 % were health professionals. Visits came mostly from: Spain (25.86 %); Mexico (16.87 %); Argentina (7.99 %); Chile (7.31 %). The preferred access mode and device were organic searches (62.1 %) and mobile phones (73.4 %), respectively. Phytotherapy (14.4 %), antibacterial agents (12.3 %) and NSAIDs (12.3 %) were the most searched groups, and ibuprofen (6.25 %) was the most popular product. Conclusion Users and consultations in e-lactation increased significantly during the study period. Mothers/fathers were the main website users, followed by health professionals. The main consulted groups were antibacterial agents, NSAIDs and systemic phytotherapy. Ibuprofen, paracetamol and amoxicillin stood out as the most consulted products. These results revealed increase Internet resources use to solve parents and health professionals’ breastfeeding doubts. Future research should study how users (parents, health professionals) interact with this information