What’s On

Asian moms, primary home decision makers, are going mobile first

Highlights
  • The Asian mother is clearly the new ‘Chief Household Officer’
  • The internet is the key platform for mothers across Southeast Asia
  • Southeast Asian mums are mobile first and they surf on­-the-­go
  • Social media is the preferred conversation platform for Southeast Asian mums
  • Southeast Asian mums are primary decision makers for their household purchases

As technology impacts everything in its wake, it is not surprising to see its impact on households as well. In the Asian region, the Asian mother is clearly the new ‘Chief Household Officer’, because increasingly she is in charge of, and is the primary decision maker for all household purchases.

theAsianparent.com, a Southeast Asia focussed online parenting destination that claims to reach over 1.2 million mothers, has taken a closer look at the changing role of the Asian mother and her media consumption patterns. One of the key insights emerging from the study is that the Asian mom has gone digital with over 80 per cent of women in Singapore, Thailand, Malaysia and Indonesia increasing their usage of the internet once they become parents.

The report titled, ‘The Asian Digital Mum Report 2014’, survey found that digital channels attract more mothers than traditional channels such as newspapers, TV and magazines. The survey revealed that mums increasingly surf on the go with their phones to check email, visit parenting sites and use social media, and are the primary purchase decision makers of their households.

The online parenting company also launched a market research arm, theAsianparent Insights in order to work with marketers and agencies to tap into the knowledge of over 1.2 million mums who are now one of most important consumer group in the Southeast Asian region.

“Asian mums influence 89 per cent of all household purchases, yet most respondents told us that marketers need to do a better job in understanding what mothers want and need – what is the opportune time to reach them or the right platform to do so. We created theAsianparent Insights to help brands and media agencies better understand the Asian digital mother and how to effectively reach this coveted audience,” said Roshni Mahtani, CEO of Tickled Media, the publisher behind theAsianparent.com.

Key points from the survey
The internet is the key platform for mothers across Southeast Asia
● Digital channels attract more consumers than more traditional ones like newspapers, TV and magazines.
● 80 per cent of Asian women increase their internet usage once they become mothers. TV, meanwhile, faces significant loss as 58 per cent of mothers spend less hours watching TV after entering motherhood.

Graph 1 The Internet is Key

Southeast Asian mums are mobile first and they surf on­-the-­go
● While they connect online using a variety of devices such as PC, laptop, tablet and mobile phones, 99 per cent of Asian mothers own a smartphone.
● Asian mothers use their smartphones for various internet activities: checking email (85 per cent), visiting parenting websites (83 per cent), using social media (81 per cent), shopping online (73 per cent) and browsing the internet (72 per cent).

Social media is the preferred conversation platform for Southeast Asian mums
● 88 per cent of mothers use the internet primarily to check social media sites while 99 per cent own at least one social media account.
● Facebook and Google+ are the two most used social platforms.
● WhatsApp and Line are the two most used messaging apps.

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Graph 2 Surf on the Go

Southeast Asian mums are primary decision makers for their household purchases
● 89 per cent of digital Asian mums deem themselves as the primary decision makers for purchases in their households.
● Before the Asian mum clicks to buy, she taps into social networks for recommendations.
● 91 per cent of mums in Singapore have made a purchase based on recommendations received through social media or other online channels.

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“After becoming a mum, I really do not have the time nor interest to read magazines or newspapers. Watching TV is also out, as I believe babies should have no screen time until they are at least one year old. As a new mother, my baby is mostly with me,” observed theAsianparent.com Associate Editor, Justina Goh, 33, mother of a 15­month old.

Methodology
Spanning four markets in Asia, the 2014 Asian Digital Mum survey findings include Singapore, Thailand, Indonesia and Malaysia. The survey documented the behaviour of 10,000 expectant mothers and mothers with kids up to the age of 16 and explored what media and social channels she is using, what makes her share content with other mums and what influences her purchasing behaviour.

Noor Fathima Warsia

A veteran journalist in the Indian marketing, media and advertising fraternity, Noor Fathima Warsia took on the role of Group Editor -– APAC for Digital Market Asia in May 2013. Noor has focussed on tracking trends and developments in the Indian media industry.
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