theAsianparent survey 2015: Asian mums differ by their media consumption habits, offering marketers new insights into their behaviour.
theAsianparent.com, Southeast Asia’s largest online parenting destination, with a reach of over 6 million parents, today releases its latest survey on the changing media consumption of mothers across Asia, showing that 86 per cent of Thai mothers strongly prefer Internet search over other traditional media channels while Facebook remains the most dominant social networking platform among Asian mothers.
According to theAsianparent.com’s country manager for Thailand Natthanathorn Ford, the “Asian Digital Mum Report 2015” is the website’s annual study on the digital behaviour and emerging trends of women when they became pregnant and mums. Its results are based on data collection from over 1,600 mums in Thailand.
“Today’s women with the role of a mother gain greater influence and purchase decision-making power within households so they are now one of the most important economic players and drivers of the consumer economy. This survey will demonstrate the changing digital behaviour and emerging trends of this consumer group when the Internet has become a very powerful communication channel. This study offers marketers, product and service providers and media agencies new insights that surely help them better understand this high-potential segment and cater to their growing needs effectively,” she said.
The report found that the internet has gained traction over other traditional media with a greater role in the Asian mums’ everyday lives. Here are the five key takeaways about the changing behaviours of the Asian digital mums:
- She is on the go: 82 per cent of Thai mums surf on mobile phones or tablets as compared to just 18 per cent on the desktop.
- She is the chief decision maker in her household: 90 per cent recorded that they are the primary decision makers at home.
- Facebook remains her preferred social media platform: On an average, a whopping 99 per cent of Asian mothers have a Facebook account.
- She loves videos: YouTube is gaining super popularity, used by over 57 per cent of the mums.
- She sticks together with other mothers online: On an average, 55 per cent of Asian mums interact with other mums online at least once a week.
- Regarding the emerging trends among Thai mothers, 86 per cent of them said that their internet search volume increases after giving birth while the frequency of media consumption via traditional channels such as televisions, newspapers and magazines fell to 33, 51 and 33 per cent respectively. Another amazing revelation about the Thai mums over other mums in the region is that they are gaining a strong foothold in their family. The number of mums who consider themselves as the chief household decision makers are 90 per cent.
Other interesting statistics about digital mothers in Thailand include:
- Of all the countries surveyed, Thai mums are the most active users of LINE. 99 per cent state that it is her primary messaging app, an increase from 97 per cent last year.
- An astounding 99 per cent of Thai mums have Facebook accounts. Google+ at 64 per cent and Instagram at 62 per cent are her other favourite social media platforms.
- 56 per cent of Thai mums spend 1 – 6 hours a day on the internet for work.
- 55 per cent of Thai mums interact online with other mums at least once a week compared to a mere 6 per cent of those interacting offline with other mums once a week.
- Most importantly, 87 per cent of Thai mothers are online for parenting tips.
Another study entitled “Mum Media Usage Survey” conducted by theAsianparent.com reaffirms its findings that Thai mothers have changing patterns of media consumption. Social networking platforms become their No.1 source of information, followed by websites, families, friends and traditional media.
46 per cent of Thai mums decided to search online because it provides an easy access to information. 22 percent of them think that the online media is a faster medium to get them updated.
In addition, Thai mothers tend to turn to the internet for any information including parenting advice over traditional methods. The online media is expected to be a proper communication tool that could effectively reach this highly-coveted audience now.
At the event to introduce the latest surveys, three celebrity mothers also come to share their experiences on changes in media consumption in a warm and friendly atmosphere, including Salinrat Wongkeawpothong, mother of two star kids Justin and Jenna, Nichanphan “Tuk” Dilokwongwat, the creator of the “Little Monster” fan page on Facebook with more than 270,000 followers and Napat “Aor” Thanatkumphu, mother of a child and theAsianparent’s representative.
At present, theAsianparent.com is Southeast Asia’s largest online parenting community run by Singapore-based Tickled Media Co Ltd. With a reach of over six million audiences, the website is available in four languages: English, Bahasa Malaysia, Bahasa Indonesia and Thai. theAsianparent.com Thailand now has 512,000 followers on its Facebook fan page.
