Digital growth in Indonesia has immensely accelerated and this has brought lasting changes to Indonesian mothers’ digital behaviours. They have been relying on digital to learn and work from home as well being active in social media. Our team here at theAsianparent Insights conducted a survey in the country to dive into the mind of a digital Indonesian mum and discovering how they behave digitally today in the year of 2022. The latest edition of Digital Mum Survey also illustrated the increase of social media usage within this year with average spent about 4 hours in the weekday and 3 hours during the weekend.   Some of the key highlights from the survey includes: 1. Time that is best connect with moms 2. Moms are still enjoying their time as content creator 3. Holiday-related contents emerged as top 3 the most read and sought for the moms 4. Product reviews over prices when purchase online. 5. Baby products purchase have increased 6. Other online behaviour related to TV streaming, e-consultation and transportation / food delivery apps usage   Download the full report to continue reading. The post Digital Mum Survey 2022: Indonesia appeared first on theAsianparent Insights.

Ramadan is a sacred event in the lives of most Indonesians, including moms. At the end of this event, every Indonesian mom looks forward to the celebration of Idul Fitri where shopping and gift-giving are part of the tradition. Like every other holiday, moms lead the shopping sprees during these occasions.  In this report, we explore the behavior of Indonesian moms during their most anticipated holidays, 2 years after the pandemic has started. Has their shopping habits changed? Do they still prefer to shop online? Let’s find out. Below are the highlights and the questions answered in this report: Demographics of the Holiday Season Report 2021: Indonesia A total of 563 Indonesian moms, aged 18-45 were surveyed for this report. Among these moms, 61% are in the social-economic group B. To know more about the demographic of the Holiday Season ID survey, please download the report. Q: What is the most anticipated holiday in Indonesia by Indonesian moms? Since the majority of Indonesia’s population is Muslim, their most anticipated holiday is quite obvious – Idul Fitri. 85% of Indonesian moms celebrate this occasion. The second most anticipated holiday in the country is Christmas, albeit only 15% of mothers have celebrated it in the past. Q: What are Indonesian moms’ top activities during the holidays? The number 1 activity of Indonesian moms during the holidays is visiting friends and family at home. Now that vaccinations are more widespread, it’s no doubt that Indonesian moms are excited to spend the holidays with each other again. This is closely followed by sending money, gifts or other treats, hosting dinner for friends and family, going to malls/shops for shopping, and decorating the home. It seems that ID mums have missed shopping physically as they are more eager to shop inside malls than online for this year’s holiday season. However, when buying gifts, online channels still win over their preference. Q: How much money do moms spend on gifts during the holidays? According to the data we have gathered, more than half of moms purchase more than 5 gifts for their loved ones during holidays. When purchasing these gifts, moms spend around 20% of their monthly income. On average, the total amount is Rp 1,913,242. Q: Who do Indonesian moms purchase these gifts for? The majority of gifts purchased by Indonesian moms go to their relatives. However, a lot of these gifts also go to their children, spouses, friends, and even for their neighborhoods. When giving these gifts, more than half of ID moms prefer to give them out personally rather than sending them through delivery couriers, despite the ongoing pandemic. Q: How do moms allocate budget for holiday gifts and activities? 63% of Indonesian moms have stated that have a fixed budget for holiday spendings, while only 12% have looser budgets. Because of this, most Indonesian moms are still heavily persuaded by discounts especially when purchasing big-ticket items. Q: Are moms still on social media during the holiday season? No matter how busy the holiday seasons are, moms still spend an average of 4.2 hours on social media during these festivities. Posting warm messages during the holiday seasons can help your brand connect with moms in a meaningful way. Download the report to continue reading! The post Holiday Season Report 2021: Indonesia appeared first on theAsianparent Insights.

The world continues to progress and grow away from outdated mindsets. As societies change, the roles of men and women in these societies change along with it. Dads were once seen as the money makers of the household, while we perceive mothers as the caretakers of it. In the year 2021, these stereotypes continue to slowly fade away. In general, this change is good for the progression of our society. We are finally beginning to step into a world where everyone is given equal opportunities. However, these changes mean different things for people in business and marketing. Since roles are changing, the way we do business are bound to change as well. In this report, we study and explore the behaviour of dads and how much their roles in the household have changed. Now that the role of fathers is becoming more different, we also take a look at the best ways to advertise to dads in the year 2021. Below are the highlights and questions answered in this report: Demographic of the Dadvertising Report: A total of 74 dads were interviewed for this report. The opinions of 552 mums were also collected to support the findings. All in all, 626 mums and dads (ages 18 – 45) participated in the study. Q: Are mums still the main caretakers of babies? 87% of moms and 92% of dads have stated that moms are still the main caretakers of babies. 8% of dads have stated otherwise. Moms are still indeed the main caretakers of babies, but this is proof that dads’ roles are slowly changing. This is especially true because even though mums are the main caretakers of babies, dads are still expected to contribute a lot in the caretaking process. Q: How do mum and dads take care of their children? According to our findings, 62% of mums agreed that they lead when taking care of their babies but they expect dads to contribute while doing so. Q: What are the typical activities of parents when raising their babies? There are 4 regular activity categories that mums and dads do while raising their babies. They are 1) daily baby activities, 2) information search, 3) shopping for baby products, and 4) spending time with baby. Under these categories, there are a total of 23 activities. To read more about these activities, please download the report to continue reading. Q: Do dads change their babies’ diapers? Our findings have found that 37% of dads change their babies’ diapers sometimes and 31% most of the time. Dads who help change diapers more often, help more than once a day. Q: Do dads use theAsianparent app? Our study has shown that 44% of dads visit theAsianparent app multiple times a day. On average, dads visit our app 11 times a week. When browsing the TAP app, dads like reading articles (82%) and participating in polls & surveys (65%) best.  74% of these dads found out about theAsianparent app by hearing it from their wives. Q: What are dads’ roles in family purchases? The majority of FMCG products to be bought for the family are still decided by mums. However, dads are highly involved in the decision-making process when it comes to availing of “high-involvement services” such as toys & developmental tools, hospitals, and schools. Download the report to continue reading and find more valuable insights! The post Dadvertising 2021: Indonesia appeared first on theAsianparent Insights.

This study explores the performances of formula milk brands across Southeast Asia through the perspective of digital mums. Below are the highlights and the questions this report provides answers to: Demographics of this Report A total of 5172 mums with children from ages 0-36 months are a part of this report. 1,618 from Indonesia. 838 from Malaysia. 1,154 from the Philippines. 632 from Singapore. 930 from Thailand. Q: How did you measure the performances of formula milk brands in this study? To evaluate the performance of formula milk brands, our team is using a new metric called Overall Brand Score (OBS). OBS reveals overall brand health and we measure it by taking 7 parameters into account. The following parameters are Meet Needs, Love, Uniqueness, Value for Money, Satisfaction, Recommendation, and Trustworthiness. The mums in this study rates formula milk brands through a 7-point scale. For more information regarding the methods we use for this study, please download the report. Q: How did the formula milk brands involved perform? All formula milk brands in the study have performed well in delivering value and satisfying our digital mums. Across all markets, brands achieve an OBS of 5.31 to 6.13 out of 7. The brand scores for different formula milk brands have hovered around the industry average of respective countries. The close scores could also signify the high competitiveness in the formula milk category. However, mums give a relatively low score to brands for uniqueness. Q: Where do Southeast Asian mothers buy formula milk? All Southeast Asian markets in the study prefer buying formula milk from brick and mortar stores, with the exception of Singapore. Among brick & mortar stores, supermarket/hypermarket is the most popular channel to purchase formula milk in the Philippines, Malaysia, and Thailand. While in Indonesia, their go-to stores are minimarts. Singapore has a more balanced market wherein almost 50/50 of mums go to both brick & mortar stores and online stores for formula milk purchases. Q: How do mums become aware of formula milk brands? Across all markets, family/friends’ recommendation is the top sources of awareness for mothers. This is closely followed by parenting apps and online content. One thing to note is that tv commercials are no longer effective in terms of increasing awareness for digital mums (except in Indonesia.) Q: How often do mums purchase formula milk in a month? Mums from Indonesia, the Philippines, and Thailand purchase the most number of formula milk packs per month (average of 6). They are followed by Malaysia wherein mums purchase around 4 packs each month. Singaporean mums purchase the least number of packs per month (3). This is because mums from Singapore purchase bigger packs each time they shop for formula milk. Download the full report to continue reading!   The post Consumer Voice: Formula Milk Edition 2021 appeared first on theAsianparent Insights.

Because of the COVID-19 pandemic, digital growth in Indonesia has immensely accelerated. This has brought lasting changes to Indonesian mothers’ digital behaviours. These changes include how they make daily decisions, such as choosing where to shop or when to browse Facebook. Although these changes seem little for others, this affects the marketing of many brands. Especially those who have products and services that cater to young families. Our team here at theAsianparent Insights conducted a survey in the country to dive into the mind of a digital Indonesian mum and discover how they behave digitally today in the year 2021. Below are the highlights of this report: Demographics of ID digital mum survey respondents A total number of 670 digital mum respondents was surveyed for this report. 55% of them are living in Jabodetabek, 7% in Surabaya, 6% in Bandung, 2% in Medan, while 31% live in other parts of Indonesia. Among these digital mum respondents 24% have an average household monthly income of above 10,000,000 IDR, 34% are earning 5,000,0001 – 10,000,000 IDR, while 42% are earning 5,000,000 IDR below. For other details on the respondents’ demographics, please see the full report. Indonesian mums are the caretakers and decision-makers of the household Among the Indonesian mums surveyed, 75% takes care of their children themselves. This is evidence that a lot of mums in Indonesia knows their children better than their spouses or other members of the family because they spend most of their time with their kids. Because of this, they are considered the decision-makers of the household as they know the needs of their family better than anyone. When shopping, 79% of mothers in Indonesia shop for products and choose the brand of products themselves. Gadget ownership of Indonesian digital mum survey respondents 97% of mothers in Indonesia owns a smartphone, while 55% owns either a desktop or a laptop. Among these smartphone owners, 32% uses Samsung, making it the top owned smartphone brand in the country for Indonesian mums. Most Indonesian digital mums rely on mobile data for their daily internet needs More than half of Indonesian mums rely on mobile data for internet access at home, while only 1/4 has fibre internet access. The use of mobile data for the internet is higher among Gen Z mums, which could be related to their income capabilities. In relation to this, the top used telecom brand by Indonesian mothers is SimPATI which is used by 41% of digital mums. Internet use of Indonesian digital mums Over 70% of mums in ID use the internet whenever they catch a break from the office or household work. Over 50% also surf the internet before sleeping at night. However, there are 20% more millennial mums in the country that surf the internet at night than Gen Z mums. While on the internet, these mums use social media the most, with an average daily use of 3 hours per day. Social media usage among Indonesia mothers Mothers in Indonesia use Instagram the most. 95% of these digital mums use Instagram, while 85% use Facebook, and 83% use Youtube. These mums’ internet usage is fairly high and they make sure that they don’t stay behind trends. 46% of these mums use Twitter, while 45% use the more youth-oriented app, Tiktok. Only 23% use LinkedIn. When they are on social media, mums like posting photos/videos the most. In the past 3 months, 84% have shared their own photos and videos on their social media pages which is why mums make good targets for user-generated content. Other things they like doing best on social media are searching for reviews of products and other activities related to online commerce. The majority of Indonesian mums use food delivery, transport, and healthcare apps Only 22% of mothers don’t use food delivery apps, 23% do not use transport apps, and 15% do not use healthcare apps. The majority of Indonesian mothers who don’t use these applications are mums from non-NCR regions! Mums will continue to shop online even after the pandemic After the pandemic, Indonesian mothers are expecting to still continue online shopping regularly. 44% are firm about this. However, 36% will reduce online shopping and 20% are not yet sure. Only 1% of mothers are going to stop online shopping post-COVID. The majority of mums use Shopee for online shopping 95% of Indonesian mothers are online shopping. Many of these mums prefer to use Shopee for online shopping. 79% of them do! While their second favourite is Lazada at 13%. Mums like checking product reviews and compare prices before buying online When buying online, mums in Indonesia do a lot of research before checking out their carts. These mums like checking product reviews on the e-commerce pages of what they’re thinking of buying and other reviews on social media platforms.` Indonesian mothers also like comparing the prices of products in retail stores and other platforms. Indonesian mums like using e-wallets As mentioned earlier, ID mums don’t stay behind trends. One of these trends is the use of e-wallets for online shopping and other activities. 88% of all mums use e-wallets, while the top 3 e-wallets they use are OVO (35%), ShopeePay (29%), and GoPay (21%). Online parenting apps for tracking child development and seeking advice Among the digital mums surveyed, the majority of them use parenting apps to track their children’s development or their own pregnancies. When they’re not tracking these, they’re interacting with the community or seeking advice from their fellow parents in the app. Mums in Indonesia are catching up to the usage of streaming platforms Although 66% of mums in the country are not yet subscribed to OTT apps, 34% are catching up and the numbers continue to grow with time. Of these OTT users, 47% are subscribed to Netflix which makes it the top used streaming platform for mums in the country.   Download the full report to continue reading! The post Digital Mum Survey 2021 Indonesia appeared first on theAsianparent Insights.

2020 is undeniably an unusual year, with the world threatened by the global health crisis – COVID-19. What made it worse was the unprecedented economic hit for most industries – and the resultant uncertainty over jobs. Our COVID-19 study, conducted in late March, revealed that 91% of parents across the Southeast Asia region were expecting tough times ahead. So what are the hopes, dreams, fears, and ambitions of these families in the pandemic aftermath? How is their spending behaviour like, towards big-ticket items and new product launches? And what do brands need to do to create a lasting connection with young families, as Gen Z become parents and start families? theAsianparent Insights brings you the Young Families Sentiment Barometer that deconstructs the mindsets of parents in Indonesia, Malaysia, Thailand, Singapore, Philippines, and Vietnam.   keywords: digital consumption, consumer behaviour mum, mom insights, mum insights, parents insights, market research parenting,  market research Indonesia The post Young Families Sentiment Barometer – the COVID-19 Aftermath appeared first on theAsianparent Insights.

In these times of national lockdowns, working from home and limiting outdoor movement has become the norm. Because of this, fewer avenues of entertainment are available.  As a result, the digital consumption of Singaporean moms has sky-rocketed. TheAsianparent Insights has conducted in-depth research to provide a detailed perspective of the increasing digital consumption by Indonesian mothers. Below are some of the questions this research provides answers to: Q: What are the top activities that Indonesian moms do online, multiple times a day? Indonesian moms tend to use the internet the most to check what’s currently going on in their social media pages (90%). Other top activities they participate in are messaging friends & family (83%), searching for information (82%), browsing parenting app/websites (71%), reading news & articles (69%), and watching videos/streaming TV (61%). Q: What are the peak hours for Indonesian moms on social media? The result of moms spending more time online are less distinctive peak hours. However, subtle peak hours can still be observed from 8am-12pm and 6pm – 10pm on weekdays and 8pm – 12am on weekends. Q: How do Indonesian moms shop for FMCG products online (milk powder, diapers, and baby care products)? About 30% of Indonesian moms have mentioned that when shopping online, they visit a category and browse through the products. Just like how they would browse an aisle at a grocery store! Q: What kind of content are Indonesian moms consuming the most during the pandemic? During the pandemic, the kind of content Indonesian moms are consuming the most are parenting-related content (83%). This highlights the time-proof nature of parenting content and the insatiable appetite of moms to learn more about parenting. Download the full report to read all the interesting findings from this report!   keywords: digital consumption, consumer behaviour mum, mom insights, mum insights, parents insights, market research parenting,  market research Indonesia The post COVID-19 Wave II: The Digital Consumption of Indonesian Mothers appeared first on theAsianparent Insights.

The majority of moms are worried about COVID-19 and they expect it to have a negative impact on the economy, their finances, and their spending power. The important question is the extent to which spending power will reduce in Southeast Asian countries. theAsianparent Insights has conducted in-depth research to help businesses understand how Southeast Asian moms navigate through this critical pandemic period. The shifting consumer behaviour of Southeast Asian mothers is revealed in this report. Here’s a sneak peek of what you can find inside: Q- How is the consumer sentiment? As expected during a pandemic, majority of SE Asian moms are worried however at least 50% moms expressed that this outbreak wouldn’t change their daily routine. At least 6 out of 10 moms are averse to traveling & have cancelled their travel plans. Q- What are the confidence levels of SE Asian Moms? At least 7 out of 10 moms believe that their country will be in an economical recession and would take at least a year to recover from it. Similarly, 60% of moms feel that this pandemic would impact their personal finances and hence impact their spending power. Q- What are the changes in consumer behaviour? More than one-half of SE Asian moms expressed that they would trim their monthly expenditure across various categories. 4 out 10 moms would move from Premium brands, which they buy for their kids, to economical brands due to the impact on personal finances. Download the report now! keywords: consumer behaviour mum, mom insights, mum insights, parents insights, market research parenting, market research Philippines, market research Singapore, market research Thailand, market research Malaysia, market research Vietnam, market research Indonesia The post Covid-19 Wave I: The Shifting Consumer Behaviour of SEA Moms appeared first on theAsianparent Insights.

Mums in Southeast Asian countries are also called C.H.O. (Chief Household Officers) as they make the purchase decisions for various product categories in their families. However, this decision-making process undergoes a transition once they enter motherhood. How is advertising to moms in Southeast Asia like today? What do mothers in Singapore, the Philippines, Thailand, Vietnam, Malaysia, and Indonesia want to see in advertisements? theAsianparent Insights has conducted in-depth research in 6 countries to help businesses understand the change in their purchase decision criteria. Demographics of the Respondents Mums living in highly internet-penetrated areas in Singapore, the Philippines, Vietnam, Thailand, Malaysia, and Indonesia are the targets of this study. We usually refer to these mums as “Digital Mums.” A total of 3,600 mums are a part of this study. 1,087 of the respondents are digital mums from Thailand. 814 are digital moms from the Philippines. 606 are digital mums from Malaysia. 515 of the digital mums are from Indonesia. Lastly, 271 are digital mum respondents from Singapore. The majority of the participants in this study are aged 25-32. Q: What happens to the purchasing habits of women after starting a family? The purchasing criteria of women change after becoming mums. The top category that increases in their purchasing criteria once they enter motherhood is groceries or food and beverages. High ticket items such as cars and travel-related purchases become their lowest priorities. Q: How many females in Southeast Asia change their purchase criteria after becoming moms? 8 out of 10 moms agreed that they changed their purchase criteria after becoming mums. One thing to take note of is, the larger the family size, the higher the chances of having changes in purchasing criteria. Q: Can mums relate to the moms they see in commercials? The majority of moms expressed that they find it difficult to relate with moms shown in commercials. Commercials show moms being beautiful & confident whereas they miss out on – stressful, emotional, and anxious which are quite synonymous with motherhood. Q- What changes you would like to see in media/advertisements? More than one-half of moms agreed that brands should have a storyline that is more authentic & relatable to their current lifestyle, struggles, and joys.   Download the report now and read on! The post Advertising to Moms in Southeast Asia appeared first on theAsianparent Insights.