TheAsianParent.com Digital Survey for Pinay Moms unveiled

theAsianparent.com  survey reveals that the Philippine mom has gone digital, is mobile first,  and is the new “Chief Household  Officer” A new survey from  theAsianparent.com reveals  that Filipino moms  increase their use of the Internet once they  become mothers, are increasingly  mobile-first and are primary decision makers for household  purchases.

Do not underestimate  the Asian mom. She’s  technically the most powerful  player at home. According to the  latest Annual Asian Digital  Mom Survey, run by theAsianparent.com,  a notable 83% of  mothers in the region consider  themselves the primary  decision makers in the household. As the  key influencers of their  respective homes, they often  control product choices, domestic arrangements, and even  life-changing family decisions.

6 Highlights From The 2015 Annual Asian  Digital Mom Survey

1.  She’s the leader  of the digital pack

Held for the second  year, theAsianparent  Asian Digital Mom Survey  paints the picture of a highly connected,  modernized Filipino mom.  In fact, out of the six countries  surveyed (Philippines, Singapore,  Thailand, Indonesia,  Malaysia, and India), the  Filipino mom leads the digital pack and is noted to be the most active  on Facebook groups,  forums, and online communities.

2. She’s ma-chika!

An astounding 22%  of these active mommies  even admit to interacting  on these online communities multiple  times per day. This  comes as no surprise, as 63%  of Filipino moms spend one to six  hours on the internet for  work, and engagement seems  almost second nature.

3. She strives to  better herself as a parent  and homemaker

Even after-hours,  the Filipino mom is still  online, with 49% of them  even more active on social media past seven  p.m. It seems that as the  chaos of the home quiets  down, Filipino moms find solace on digital  space. She devours parenting  tips foremost, with a  whopping 98% seeking out tips and tricks  to be the best parents and  raise happy, healthy children.  The parenting topic is followed closely by cooking and baking,  sought out by the domestic  divas of the household. The  Filipino mom’s thirst for knowledge  can’t be quenched  as 66% continue on to education and enrichment  tips.

4. She opts for  screen time over face time

Because the Filipino  mom’s day is often booked  with appointments  and family engagements, she hardly has time  to meet up with other  moms to discuss the tales  and travails of motherhood. In fact, only 12% have the luxury  of bonding face-to-face  with other moms. The rest or a substantial  77% of Filipino moms  interact with other moms  online through various communities and  social platforms.
 5. She seeks out  parenting advice online

A good 84% of Filipino  moms regularly gather  online advice from friends  and family members in their online network.  Similarly, a close  82% of Filipino moms trust  parenting websites to curate advice for  them and offer them the  best solutions for their mommy  concerns.

6. She prefers digital  over traditional media

After becoming  a mother, Filipino moms admit  that the faster, more  accessible digital media is more aligned with  their busy lifestyle. In fact,  because the Filipino mom’s  days are packed and her schedule full,  she’s able to both gather  information and find some  me-time when she is online. Figures show  that upon becoming  a moms, 30% decreased their  television consumption, 47%  lessened their magazine  me-time, and 54% broke  their broadsheet habit. With the ability  to filter, specify, and choose  the information she needs  through digital platforms, Internet  search increases exponentially  for 75% of new moms. Overall, the Filipino  mom is online and that’s  where you need to talk  to her to affect her wants, her household,  and her life. As such,  theAsianparent.com is the best medium to reach  the digital mom and  the right voice to use to influence  her.

The goal of The Asian Digital Mom Survey was to bring into focus the habits of moms in  this region and to help brand marketers better understand the behavior of this high  potential, attractive market segment.  

Spanning six markets in Asia, the research findings include Singapore,Thailand, Indonesia, Malaysia, Philippines, and India.  The survey documented the behavior of  2,700 mothers who have kids up to the age of 16 and explored what media and social  channels she is using, what makes her share content with other moms, and what  influences her purchasing behavior. 
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November 1, 2015

TheAsianParent.com Digital Survey for Pinay Moms unveiled

| |

theAsianparent.com  survey reveals that the Philippine mom has gone digital, is mobile first,  and is the new “Chief Household  Officer” A new survey from  theAsianparent.com reveals  that Filipino moms  increase their use of the Internet once they  become mothers, are increasingly  mobile-first and are primary decision makers for household  purchases.

Do not underestimate  the Asian mom. She’s  technically the most powerful  player at home. According to the  latest Annual Asian Digital  Mom Survey, run by theAsianparent.com,  a notable 83% of  mothers in the region consider  themselves the primary  decision makers in the household. As the  key influencers of their  respective homes, they often  control product choices, domestic arrangements, and even  life-changing family decisions.

6 Highlights From The 2015 Annual Asian  Digital Mom Survey

1.  She’s the leader  of the digital pack

Held for the second  year, theAsianparent  Asian Digital Mom Survey  paints the picture of a highly connected,  modernized Filipino mom.  In fact, out of the six countries  surveyed (Philippines, Singapore,  Thailand, Indonesia,  Malaysia, and India), the  Filipino mom leads the digital pack and is noted to be the most active  on Facebook groups,  forums, and online communities.

2. She’s ma-chika!

An astounding 22%  of these active mommies  even admit to interacting  on these online communities multiple  times per day. This  comes as no surprise, as 63%  of Filipino moms spend one to six  hours on the internet for  work, and engagement seems  almost second nature.

3. She strives to  better herself as a parent  and homemaker

Even after-hours,  the Filipino mom is still  online, with 49% of them  even more active on social media past seven  p.m. It seems that as the  chaos of the home quiets  down, Filipino moms find solace on digital  space. She devours parenting  tips foremost, with a  whopping 98% seeking out tips and tricks  to be the best parents and  raise happy, healthy children.  The parenting topic is followed closely by cooking and baking,  sought out by the domestic  divas of the household. The  Filipino mom’s thirst for knowledge  can’t be quenched  as 66% continue on to education and enrichment  tips.

4. She opts for  screen time over face time

Because the Filipino  mom’s day is often booked  with appointments  and family engagements, she hardly has time  to meet up with other  moms to discuss the tales  and travails of motherhood. In fact, only 12% have the luxury  of bonding face-to-face  with other moms. The rest or a substantial  77% of Filipino moms  interact with other moms  online through various communities and  social platforms.
 5. She seeks out  parenting advice online

A good 84% of Filipino  moms regularly gather  online advice from friends  and family members in their online network.  Similarly, a close  82% of Filipino moms trust  parenting websites to curate advice for  them and offer them the  best solutions for their mommy  concerns.

6. She prefers digital  over traditional media

After becoming  a mother, Filipino moms admit  that the faster, more  accessible digital media is more aligned with  their busy lifestyle. In fact,  because the Filipino mom’s  days are packed and her schedule full,  she’s able to both gather  information and find some  me-time when she is online. Figures show  that upon becoming  a moms, 30% decreased their  television consumption, 47%  lessened their magazine  me-time, and 54% broke  their broadsheet habit. With the ability  to filter, specify, and choose  the information she needs  through digital platforms, Internet  search increases exponentially  for 75% of new moms. Overall, the Filipino  mom is online and that’s  where you need to talk  to her to affect her wants, her household,  and her life. As such,  theAsianparent.com is the best medium to reach  the digital mom and  the right voice to use to influence  her.

The goal of The Asian Digital Mom Survey was to bring into focus the habits of moms in  this region and to help brand marketers better understand the behavior of this high  potential, attractive market segment.  

Spanning six markets in Asia, the research findings include Singapore,Thailand, Indonesia, Malaysia, Philippines, and India.  The survey documented the behavior of  2,700 mothers who have kids up to the age of 16 and explored what media and social  channels she is using, what makes her share content with other moms, and what  influences her purchasing behavior. 
Gallery:









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