Because of the COVID-19 pandemic, digital growth in Thailand has immensely accelerated. This has brought lasting changes to Thai 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 Insight conducted a survey in the country to find out how Thai mums are behaving digitally in the year 2021. Below are the highlights of this report: Demographics of TH digital mum survey respondents A total number of 560 digital mum respondents was surveyed for this report. 43% of them are living in the Greater Bangkok area while the other 57% are living in various areas in Thailand. Among these digital mum respondents, 10% have an average household monthly income of above 60,000 THB, while 42% are earning less than 20,000 THB a month. The remaining 48% are in the middle. For other details on the respondents’ demographics, please see the full report. Thai mums are the caretakers and decision-makers of the household Among the Thai mums surveyed, 74% takes care of their children themselves. This is evidence that a lot of mums in Thailand 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, 58% of mothers in Thailand shop for products and choose the brand of products themselves. Gadget ownership of Thailand’s digital mum survey respondents 90% of mothers in Thailand owns a smartphone, while 26% owns either a desktop or a laptop, which makes their gadget ownership fairly low (when compared to other countries in the region). Among these smartphone owners, 31% uses Samsung, making it the top owned smartphone brand in the country for Thai mums. Half of Thai digital mums rely on mobile data for their daily internet needs, while half use fibre internet Around half of Thai mums rely on mobile data for internet access at home, while most of the other half relies on Fibre internet. Even though their gadget ownership is slightly lower than other countries in the region, Thailand has one of the biggest percentages of mothers that have already adopted fibre internet connection. In relation to this, the top used telecom brand by mothers in Thailand is AIS which is used by 44% of our digital mums. Internet use of Thailand digital mums Around 60% of mums in TH 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 60% more Thai mums residing in Greater Bangkok that surf the internet at night than mums in other areas. 40% of Greater Bangkok mums also surf the internet more in the morning. While on the internet, these mums use social media the most, with an average daily use of 4 hours per day. Social media usage among Thailand mothers Mothers in Thailand use Facebook the most. 92% of these digital mums use Facebook, while 83% use Instagram, and 64% use Youtube. These mums’ internet usage is fairly high and they make sure that they don’t stay behind trends. A good 53% of these mums use the more youth-oriented app, Tiktok. When they are on social media, mums like posting photos/videos the most. In the past 3 months, 79% 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. Many mums in TH don’t use food delivery, transport, and healthcare apps 35% of mothers don’t use food delivery apps and 62% do not use transport apps. While 43% of Thai mums are still reluctant to use healthcare apps! Mums will continue to shop online even after the pandemic After the pandemic, Thai mothers are expecting to still continue online shopping regularly. 66% are firm about this. 17% will reduce online shopping and 16% are not yet sure. Only 2% of moms in Thailand are going to stop online shopping post-COVID. The majority of mums use Shopee for online shopping 96% of Thai mothers are online shopping. Many of these mums prefer to use Shopee for online shopping. 71% of them do! While their second favourite is Lazada at 25%. Mums like checking product reviews and compare prices before buying online When buying online, mums in Thailand 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.` Thai mothers also like comparing the prices of products in retail stores and other platforms. 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 Thailand are catching up to the usage of streaming platforms Although 69% of mums in the country are not yet subscribed to OTT apps, 31% are catching up and the numbers continue to grow with time. Of these OTT users, 29% are subscribed to Netflix which makes it the top used streaming platform for mums in the country, but LineTV (27%) and Youtube Premium (23%) are not far behind.   Download the full report to read more! The post Digital Mum Survey 2021 Thailand 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 Thai mums has sky-rocketed. theAsianparent Insights has conducted in-depth research to provide a detailed perspective of the increasing digital consumption by Thai mothers. Below are some of the highlights and questions answered in this report: Demographics of the Respondents A total of 897 Thai digital mums coming from North, South, East, and Central Thailand were surveyed for this report. 53% of the digital mums surveyed are Gen Z (ages 25 below) and 47% are Millennials (ages 25 – 39).  For more details on the respondents’ demographics, please see the full report. COVID-19 caused a surge in both internet and broadcast TV usage 40% of Thai digital mums started watching more TV while 48% started spending more time on the internet amidst COVID social restrictions. Among these mums, more than half increased their TV and internet usage by 1 – 4 hours. 15% of our digital mums increased their usage by 8 hours! More millennial mums have reported an increase in internet usage than Gen Z. A good reason for this is a lot of Gen Z mums were already spending a lot of time on the internet even before the pandemic. Most Thai digital mums are not yet consuming modern, non-visual media When asked what they rarely do online, 87% of Thai mums stated that they do not play PC games. However, the most notable takeaway from this part of the report is that more than half of Thai digital mums also do not consume e-books, audiobooks, and podcasts. It’s either non-visual media aren’t ideal for Thai digital mums or non-visual media that target Thai mums can further improve to increase effectiveness. Q: What are Thai mums watching? The top things that the majority of Thai mums watch are 1) Parenting videos, 2) Funny videos, 3) Broadcast TV, and 4) Online TV (e.g Netflix). Q: What are the top activities Thai digital mums do online, multiple times a day? Thai mums tend to use the internet the most to check what’s currently going on in their social media pages (88%). Other top activities they participate in are watching videos/streaming TV (75%), browsing parenting apps/websites (71%), searching for information (70%), and reading news/articles (68%). Q: What are the peak hours for Thai mums on social media? The result of mums spending more time online is less distinctive peak hours. However, general internet usage for Thai mums is noticeably higher on weekends. During these weekends, a lot of mums have stated that they stay online even after 2AM. Q: How do Thai mums shop for FMCG products online (milk powder, diapers, and baby care products)? Around 50% of Thai mums 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 written content are Thai mums consuming the most during the pandemic? During the pandemic, Thai mums are reading a lot of updates regarding COVID-19. But aside from that, the kind of written content Thai mums are consuming the most are parenting-related content (82%). This highlights the time-proof nature of parenting content and the insatiable appetite of mums to learn more about parenting. Aside from parenting and kids related content, they also like reading about baby product reviews (63%) and cooking recipes (43%). Q: Where do Thai mums get parenting-related information? 81% of Thai digital mums get information from parenting websites. Aside from these websites, they also source information from social media (55%). Q: What are Thai digital mums’ top social media and messaging apps? The top social media apps of the mums in order are Facebook, Youtube, Instagram, Tiktok, and Twitter. However, 17% of mums feel like they should be spending less time on Facebook. On the messaging side, the top apps used by Thai mums are Facebook Messenger and Line. Q: How frequently do mums in Thailand shop online? 35% of Thai mums shop online at least once a week, while 43% shop 2-3 times a month. When shopping online, the e-commerce platform they prefer the most is Shopee. However, a lot of mums also shop through Lazada and Facebook. Q: How do they pay for their orders online? Thai mums seem to use Credit Cards, Debit Cards, and TrueMoney the most when paying for their online bought goods. However, more Millennial mums prefer using debit cards while on the other hand, more Gen Z mums prefer to use Credit Cards. Download the full report to continue reading! The post COVID-19 Wave II: The Digital Consumption of Thai 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.