MANILA, PHILIPPINES — It was an afternoon of learning and insightful sharing as theAsianparent Philippines shared the latest results of the Digital Moms Survey 2019. A study done yearly garnering over a thousand responses from the active users of theAsianparent app.
The program began with a keynote message from Ms Susana Tsui, CEO of Media as she shared the latest company growth journey showing throughout the past 10 years. She has also shared how theAsianparent Philippines has grown to have 3.5 million unique views and over 200,000 active users on the app making it the #1 parenting platform in the country.
Following Ms. Susana Tsui’s keynote was Mr. Alex Cruz, App Marketing Manager of theAsianparent Philippines who shared the different app features available and how this has continued to guide every Filipina mom in various life stages from trying to conceive, as they go through their pregnancy and while raising their child. The app also has several features apart from the developmental trackers such as a media section with its very own rendition of the famous Baby Shark, it has Food & Nutrition that guides moms on what is safe to eat whether you’re pregnant, lactating or when eating your child. The app has an active community of moms seeking questions and sharing experiences with one another.
Regional Head of Content, Ms Carla Perlas, shared this year’s Digital Moms Survey results. After gathering data from over a thousand respondents, theAsianparent Philippines shared valuable insights to client brands, partner agencies, it’s group of TAPfluencers and to the press on what are the digital usage and purchasing behaviours of today’s Filipina mom.
To further provide more personal insights during the program, our host and moderator, Ms Dazzle Sy, facilitated a fun discussion with celebrity mom LJ Reyes, Candice Venturanza of theAsianparen Philippines, Bernadette Zulueta of Millennial Moms PH and MK Bertulfo of Filipina Homebased Moms who gamely answered several questions on parenting, their purchasing habits and how they acquire and share information online.
So, who’s the Filipino digital mom, according to theAsianparent Philippines?
1) She remains to be the Chief Household Officer (CHO)
88% of the respondents shared that they make the biggest purchasing decisions in their household most especially when it is for the baby. One of the key drivers of making purchasing the product is knowing the benefits and use of the product (55%).
2) Wa-is mom is also a digital-savvy mom
31% of our mom respondents have shared that their screen time has increased by 4 hours after being a mom. She also gets tips on parenting through social media and the top 3 apps that they use on a daily basis includes : Facebook (33%), theAsianparent app (31%) and Instagram (27%).
3) She continues to strive to be a better version of herself as a mom and a homemaker.
Most of our respondents find themselves actively online past 9pm (28%) after putting the kids to bed. It’s then that she would engage with fellow moms through the app’s community feature or on social media (33%).
4) Shopping for the digital Filipina mom is just a tap away
While our respondents still like shopping in physical stores (70%), she also loves online shopping for diapers (48%), clothes (20%) and milk (15%) especially during baby fairs and big promotions.
5) She’s your everyday millennial mom
theAsianparent mom is a young mom in her twenties (64%). She is either pregnant with her first child or has one child that’s 3 years old and below (63%). She’s a college graduate (65.2%) but has chosen to be a stay-at-home mom to take care of her family. Nonetheless, she keeps herself updated through social media and regularly communicates with her family and friends through the different messaging apps (62%).
Today’s Filipino mom is on top of her game when it comes to making the right decisions for her family. She knows where to seek the information that she needs and also willingly offers tips and advices when asked. As such, theAsianparent is the best medium to reach today’s digital mom and the right voice to use to influence her.
About theAsianparent
theAsianparent is the flagship brand of multinational tech and digital publishing company Tickled Media Pte. Ltd., which focuses on content and community platforms for Asian women.
theAsianparent reaches more than 25 million users per month on its website and app. It is available in 12 languages in 13 countries.
