Article
The Impact of Digital Health Literacy on Consumer Adoption of Women's Digital Health Services
The rapid expansion of India's Femtech sector has transformed women's access to digital healthcare through mobile applications for menstrual health, fertility, pregnancy, and reproductive wellness. Despite this growth, unequal digital literacy, language barriers, and socio-cultural constraints continue to limit adoption among rural and low-income women, creating a persistent "literacy paradox" in which those who need digital health services the most are least able to benefit from them. This study investigates how digital health literacy influences consumer adoption of women's digital health services in India and identifies the interface-related factors that shape user trust and sustained engagement. A descriptive and exploratory research design was employed using secondary data analysis. Data were triangulated from the National Family Health Survey (NFHS-5), Ayushman Bharat Digital Mission (ABDM) reports, and approximately 1,200 Google Play Store reviews of the five leading Femtech applications in India. Cross-tabulation, qualitative thematic content analysis, and socio-technical comparative analysis were used to examine relationships between digital readiness, usability challenges, and healthcare technology adoption. The findings reveal that digital literacy, smartphone ownership, language accessibility, interface complexity, and privacy concerns significantly influence consumer acceptance of Femtech platforms. English-centric interfaces, complex navigation, technical terminology, and limited privacy on shared devices reduce user confidence and increase application abandonment. The study concludes that technological innovation alone cannot ensure equitable digital healthcare. Sustainable adoption requires multilingual, voice-enabled, low-cognitive-load interfaces supported by transparent privacy features and community-based digital literacy initiatives. The research contributes to technology adoption literature by demonstrating that consumer behavior in women's digital health is shaped by the interaction of digital capability, socio-cultural realities, and inclusive design, offering practical recommendations for developers and policymakers to promote equitable Femtech adoption in India.