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Digital mom: Uncovering the online lives of asian moms


Published on

Asian moms spend an average of 34.7 hours per
week on media-related activities and 53 percent of this
time is spent on the Internet. To search for information
and complete purchases, mothers are making a move
from traditional media to digital media. With 84
percent of mothers stating that the Internet is now
part of their lives, and 64 percent planning to use it
more often, this target group presents vast
opportunities for online advertisers

Published in: Self Improvement, Business

Digital mom: Uncovering the online lives of asian moms

  1. 1. Advertising worked with Starcom MediaVest Group on a study tounderstand the role of digital media in the lives of Asian mothers and todetermine which channels wielded the most influence on their online purchasedecision-making paths.The findings are based on results from online self-completion questionnaires, where respondents wererecruited from online panels and digital media propertiesof Microsoft Advertising. Fieldwork was also conductedwith a total of 2,835 samples across eight Asian countriesincluding China, Hong Kong, India, Japan, Korea,Malaysia, Singapore, and Taiwan. Respondents weremothers aged 20-49 years, which were divided intosub-groups based on the ages of their children.TheThe Internet is Key to a Digital Mom’s LifeAsian moms spend an average of 34.7 hours perweek on media-related activities and 53 percent of thistime is spent on the Internet. To search for informationand complete purchases, mothers are making a movefrom traditional media to digital media. With 84percent of mothers stating that the Internet is nowpart of their lives, and 64 percent planning to use itmore often, this target group presents vastopportunities for online advertisers.The Internet is Her Lifeline to Beinga Better MomThe Internet dominates an Asian mom’s productinformation sourcing for her child and family as well asfor herself. In Asian households, 86 percent of digitalmoms are the sole decision makers on baby/child careproduct purchases. The study indicates that whensearching information on child-related matters, the topsources Asian moms use are search engines, portals,websites for moms and parenting, and shopping sites.The Internet is their functional resource, with 78 percentof Asian moms surveyed stating that the Internet helpsthem make better decisions, and 77 percent stating thatit simplifies their lives.These sources do not change significantly when she is nolonger in “mom-mode” and seeks information for herself,with 91 percent of moms being the sole decision makerson their personal purchases.DIGITAL MOM: Uncovering theOnline Lives of Asian Moms153% of Asian moms’ media time spent on Internet2.7 hoursMagazines3.0 hoursNewspapers3.1 hoursRadio7.6 hoursTelevision8.5 hoursInternet (for work/study)9.8 hoursInternet (for personal use)
  2. 2. Mom Stages Influence HerInformation NeedsThe online search and purchasing behaviors of mothersdiffers based on the ages of the womens’ children, frombirth to more than six years. As a result, there are fourmain stages Asian mothers experience: Mom-to-be, BabyMom, Toddler Mom, and Experienced Mom.Across the different stages, advertisers need tounderstand the differences in the online behaviors ofAsian moms in order to plan campaigns that will behighly visible during their time spent online.Mom-to-be• Spends the most time with media, with an average of38 hours per week, of which almost 20 hours are spenton the Internet.• Information sourcing relates directly to anticipationof her baby’s arrival. Online mom support networks anddestinations are still not established.Baby Mom• Shares experiences with her online momsupport network.• After the opinions of family and friends, onlinecustomer reviews and parenting sites become the mostinfluential deciding factors in purchases for her child.• The focus moves to personal development, with theInternet providing the flexibility to stay up-to-date withnews and to search for personal development productsrelated to fashion and beauty.Toddler Mom• Dependence on networks to make decisions decreasesgradually, with reduced need to search.• Shift in online activities to regain “me-time”.Information interests expands beyond her child andbasic information to shopping guides, music, anddigital products.Experienced Mom• The older the child of an Experienced Mom, the lesslikely she is to seek out and contribute to onlinemom conversations.• Information search is focused on health, education,and news.• Top sources of influence in purchase decision makingfor her child and family are online customer reviews,price comparison sites, and friends and family.2Mom stagesMom-to-be“I need toknoweverything,yet I don’tknow what Idon’t know.”Toddler Mom(3-5)“I know most,and I wantto keepup-to-date.”ExperiencedMom (6+)“My focus isnow more onfamily andeducation.”Baby Mom(birth-2)“I needauthoritativeadvice.”
  3. 3. Digital Engagements of Asian MomsDiffer by MarketThe social and Internet context differs across Asiancountries. The amount of time spent by Asian Moms onthe Internet for work, study, or personal reasons variesby country. The prevalent culture of the country canhave differing impacts on what moms search for whenin “mom-mode” and when in “me-mode”, and whetherthey work outside of their homes.Children’s education features predominantly across allcultures as a search priority and information sourcedfrom the Internet.For online advertisers, understanding search behaviorsby country can assist in tailoring messages towardsmoms in different markets, as moms living in differentcountries are motivated by the cultures and socialsettings of those countries.Many Differences across Asia yet KeyCommonalitiesThough the motivations of Asian moms to use theInternet for gathering child-related information candiffer by country, there are four key behaviors thatprevail in all Asia moms.Moms Love to Talk – Join Her ConversationsWhen a product or service satisfies Asian moms, theyshare the experiences, with 80 percent of Asian momsbelieving that good brands are worth talking about. Theword of mouth of an Asian mom is effective online andoffline, with 59 percent of Asian moms persuading theirfriends and families to buy what they buy.As a brand, it is imperative to monitor where Asianmoms are voicing their opinions, whether it be socialnetworking sites or blogs. More importantly, what arethey saying about your brand and how much of whatthey say can you influence through online advertising?Moms Trust Other Moms – Be Part of Her CommunityAsian moms rely heavily on the advice from theirnetworks, which differ across countries due to culturalreasons. For example, in China, the online momcommunity is often more credible than friends andfamily. The one-child policy makes it difficult for momsto find other moms, within their circle of family andfriends, who are experiencing the same challenges andhave similar needs.South Korean moms prefer women with the samebackgrounds as them to be a part of their momnetwork. As a hierarchical society, this ensures that thedecisions they make for their children are typical of theclass of society to which they belong.For Indian moms, the mom network consists of momsshe knows online or offline as it helps her relate to themand to take their recommendations seriously. As onlineadvertisers, it is important to understand the basis onwhich moms develop trust for each other and withintheir network.3Social and Internet context differs by marketPercentage of Non-Working Moms69.4 35.6 25.3 25.2 21.8 17.7 5.958.6Avg Internet hours per week for personal useAvg Internet hours per week for work/study useJP1.77.3KR5.16.5TW9.713.4IN8.56.7HK9.711.3SG10.311.0MY11.111.3CN11.011.7
  4. 4. Radar is Always On – Know Her Way ‘In’Digital moms are on ongoing quests to discover moreabout their children and through the process, moreabout their identities as mothers. When communicatingonline to moms, remember that it is not about productsand services, rather it is always about mothersthemselves. Focusing on the mothers themselvescreates pull demands for products and services.Moms are e-Shopaholics – Test, Learn, GrowThe study indicates that over the last 12 months, 67percent of Asian moms have purchased online for theirchildren, and 69 percent intend to purchase online inthe next 12 months. When shopping for her child, theAsian mom purchases a whole range of products fromeducational needs, baby food, baby hygiene, clothes, totoys and entertainment such as DVDs and video games.However, online shopping is not limited to their childrenalone, with 81 percent of Asian moms having purchasedonline for themselves over the last 12 months, and 73percent planning to make a purchase in the next 12months. Moms usually test online shopping by buyingitems for themselves, and where satisfied, they will takethe next step of buying for their children.The on-demand nature of the Internet is rapidlygrowing an e-commerce culture among Asian mothers,motivating 70 percent of digital moms to prefer onlineshopping. Mothers view online shopping as a hassle-free alternative to traditional shopping environments,which are not conducive or convenient for moms andtheir children.In ConclusionWith the Internet rapidly replacing traditional media asa decisive information source and way to connect withsocial groups, understanding the Asian digital mommarket and their online behaviors presents vastopportunities for online advertisers to connect withwomen and penetrate the market effectively.For more information on the global study, visit, or emailHeidi Lau, Head of Research, Greater Asia Pacific,Microsoft Advertising,© 2011 Microsoft Corporation. All rights reserved. Microsoft is a trademark of the Microsoft group of companies.