If you have a product or service to sell, theAsianparent.com recommends that you market to the Asian mums – they are the new digital market! This is according to the findings of their recent survey by the leading digital parenting publisher in Southeast Asia.
Over ten thousand mums from four Asian countries – Indonesia, Malaysia, Thailand and Singapore, participated in the survey. These mums were either expecting or have children in the 0 -16 years age group. Here are their key findings:
1) The Asian Digital Mum is the primary household decision maker.
No surprises here. She is the reigning Chief Household Officer (CHO) of the modern Asian family and influences up to 89% of the household purchases.
2) The Asian Digital Mum prefers the digital medium more than traditional media.
Once Asian women become mums, 76% increase their internet usage, while 58% reduce their television consumption. While the Asian mums use a variety of devices such as mobile phone, tablet or laptop to stay in touch, 99% of the mums have a smartphone. Singapore mums are high-internet users, surfing while on the go. They use their smartphones for these various internet activities:
- check email (85%)
- visit parenting sits (83%)
- social media (81%)
- shop online (73%)
- browse the internet (71%)
Mums with children aged 6-12 years are the biggest users of Android phones with 54% indicating it as their primary choice of mobile phones.
3) The Asian Digital Mum is digitally savvy and is “plugged in” regularly.
Asian mums use the internet for both work and play. 86% of mums spend at least 7 hours per week on the Internet for personal use while 72% spend the same amount of time for work. Power-Internet Mums uses several devices to help her multi-task daily. In Singapore, these mums spend at least an hour on each device daily – mobile phones (76%), computer (60%), and tablet (31%).
Mums with children under one-year-old and those above 13 years old spend 14% MORE time on the Internet than mums with children in any other age groups.
Asian mums are social animals! Facebook is the defacto social platform for Asian mums with 99% of Singaporean and Thai mums having a Facebook account, Malaysian mums (96%) and Indonesian mums (92%).
Other social medium that Asian mums prefer are Google+ (53%), Instagram (37%), Youtube (31%), , Twitter (19%) and pin-interest (13%).
4) The Asian Digital Mum relies heavily on word-of-mouth recommendations on the web.
Before the Asian mum clicks to buy, she taps into social networks for recommendation. 91% of mums in Singapore have made a purchase based on recommendations received on the Internet and social media.
“Following brands on social media allows me to find out the latest deals and special offers. I can even look at reviews of other mums to find out more information about a product if it’s not on the brand’s website.” ~ Charmaine Wong, 37, mom of 2 children, aged 3 & 7.
For more information about The Asian Digital Mum Report and Tickled Media, click here.
Also, read about my participation as a panelist on the revelation of The Asian Digital Mum Report.