Avoiding Social Judgment, Seeking Privacy: Investigating why Mothers Shift from Facebook Groups to Large Language Models

TL;DR

This study explores why mothers prefer large language models over Facebook groups for support, citing privacy concerns and social judgment as key factors, and highlights the shift in maternal digital support systems.

Contribution

It provides empirical evidence on mothers' reasons for shifting from social media to LLMs and identifies design considerations for safe, supportive AI systems.

Findings

41.3% of mothers avoid Facebook groups due to judgment fears

LLMs are perceived as safe, private, and quick support sources

Mothers use LLMs to fill emotional and practical support gaps

Abstract

Social media platforms, especially Facebook parenting groups, have long been used as informal support networks for mothers seeking advice and reassurance. However, growing concerns about social judgment, privacy exposure, and unreliable information are changing how mothers seek help. This exploratory mixed-method study examines why mothers are moving from Facebook parenting groups to large language models such as ChatGPT and Gemini. We conducted a cross-sectional online survey of 109 mothers. Results show that 41.3% of participants avoided Facebook parenting groups because they expected judgment from others. This difference was statistically significant across location and family structure. Mothers living in their home country and those in joint families were more likely to avoid Facebook groups. Qualitative findings revealed three themes: social judgment and exposure, LLMs as safe and private spaces, and quick and structured support. Participants described LLMs as immediate, emotionally safe, and reliable alternatives that reduce social risk when asking for help. Rather than replacing human support, LLMs appear to fill emotional and practical gaps within existing support systems. These findings show a change in maternal digital support and highlight the need to design LLM systems that support both information and emotional safety.