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
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www.advertising.microsoft.com/asia Microsoft Advertising worked with Starcom MediaVest Group on a study to understand the role of digital media in the lives of Asian mothers and to determine which channels wielded the most influence on their online purchase decision-making paths. The findings are based on results from online self- completion questionnaires, where respondents were recruited from online panels and digital media properties of Microsoft Advertising. Fieldwork was also conducted with a total of 2,835 samples across eight Asian countries including China, Hong Kong, India, Japan, Korea, Malaysia, Singapore, and Taiwan. Respondents were mothers aged 20-49 years, which were divided into sub-groups based on the ages of their children. The The Internet is Key to a Digital Mom’s Life 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. The Internet is Her Lifeline to Being a Better Mom The Internet dominates an Asian mom’s product information sourcing for her child and family as well as for herself. In Asian households, 86 percent of digital moms are the sole decision makers on baby/child care product purchases. The study indicates that when searching information on child-related matters, the top sources Asian moms use are search engines, portals, websites for moms and parenting, and shopping sites. The Internet is their functional resource, with 78 percent of Asian moms surveyed stating that the Internet helps them make better decisions, and 77 percent stating that it simplifies their lives. These sources do not change significantly when she is no longer in “mom-mode” and seeks information for herself, with 91 percent of moms being the sole decision makers on their personal purchases. DIGITAL MOM: Uncovering the Online Lives of Asian Moms 1 53% of Asian moms’ media time spent on Internet 2.7 hours Magazines 3.0 hours Newspapers 3.1 hours Radio 7.6 hours Television 8.5 hours Internet (for work/study) 9.8 hours Internet (for personal use)
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www.advertising.microsoft.com/asia
Microsoft Advertising worked with Starcom MediaVest Group on a study to understand the role of digital media in the lives of Asian mothers and to determine which channels wielded the most influence on their online purchase decision-making paths.
The findings are based on results from online self-completion questionnaires, where respondents were recruited from online panels and digital media properties of Microsoft Advertising. Fieldwork was also conducted with a total of 2,835 samples across eight Asian countries including China, Hong Kong, India, Japan, Korea, Malaysia, Singapore, and Taiwan. Respondents were mothers aged 20-49 years, which were divided into sub-groups based on the ages of their children.
The
The Internet is Key to a Digital Mom’s LifeAsian 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.
The Internet is Her Lifeline to Being a Better Mom The Internet dominates an Asian mom’s product information sourcing for her child and family as well as for herself. In Asian households, 86 percent of digital moms are the sole decision makers on baby/child care product purchases. The study indicates that when searching information on child-related matters, the top sources Asian moms use are search engines, portals, websites for moms and parenting, and shopping sites. The Internet is their functional resource, with 78 percent of Asian moms surveyed stating that the Internet helps them make better decisions, and 77 percent stating that it simplifies their lives.
These sources do not change significantly when she is no longer in “mom-mode” and seeks information for herself, with 91 percent of moms being the sole decision makers on their personal purchases.
DIGITAL MOM: Uncovering the Online Lives of Asian Moms
The Mom Stages Influence Her Information NeedsThe online search and purchasing behaviors of mothers differs based on the ages of the womens’ children, from birth to more than six years. As a result, there are four main stages Asian mothers experience: Mom-to-be, Baby Mom, Toddler Mom, and Experienced Mom.
Across the different stages, advertisers need to understand the differences in the online behaviors of Asian moms in order to plan campaigns that will be highly visible during their time spent online.
Mom-to-be• Spends the most time with media, with an average of
38 hours per week, of which almost 20 hours are spent on the Internet.
• Information sourcing relates directly to anticipation of her baby’s arrival. Online mom support networks and destinations are still not established.
Baby Mom • Shares experiences with her online mom
support network.
• After the opinions of family and friends, online customer reviews and parenting sites become the most influential deciding factors in purchases for her child.
• The focus moves to personal development, with the Internet providing the flexibility to stay up-to-date with news and to search for personal development products related to fashion and beauty.
Toddler Mom • Dependence on networks to make decisions decreases
gradually, with reduced need to search.
• Shift in online activities to regain “me-time”. Information interests expands beyond her child and basic information to shopping guides, music, and digital products.
Experienced Mom • The older the child of an Experienced Mom, the less
likely she is to seek out and contribute to online mom conversations.
• Information search is focused on health, education, and news.
• Top sources of influence in purchase decision making for her child and family are online customer reviews, price comparison sites, and friends and family.
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Mom stages
Mom-to-be
“�I need to know everything, yet I don’t know what I don’t know.”
The Digital Engagements of Asian Moms Differ by MarketThe social and Internet context differs across Asian countries. The amount of time spent by Asian Moms on the Internet for work, study, or personal reasons varies by country. The prevalent culture of the country can have differing impacts on what moms search for when in “mom-mode” and when in “me-mode”, and whether they work outside of their homes.
Children’s education features predominantly across all cultures as a search priority and information sourced from the Internet.
For online advertisers, understanding search behaviors by country can assist in tailoring messages towards moms in different markets, as moms living in different countries are motivated by the cultures and social settings of those countries.
Many Differences across Asia yet Key CommonalitiesThough the motivations of Asian moms to use the Internet for gathering child-related information can differ by country, there are four key behaviors that prevail in all Asia moms.
Moms Love to Talk – Join Her ConversationsWhen a product or service satisfies Asian moms, they share the experiences, with 80 percent of Asian moms believing that good brands are worth talking about. The word of mouth of an Asian mom is effective online and offline, with 59 percent of Asian moms persuading their friends and families to buy what they buy.
As a brand, it is imperative to monitor where Asian moms are voicing their opinions, whether it be social networking sites or blogs. More importantly, what are they saying about your brand and how much of what they say can you influence through online advertising?
Moms Trust Other Moms – Be Part of Her CommunityAsian moms rely heavily on the advice from their networks, which differ across countries due to cultural reasons. For example, in China, the online mom community is often more credible than friends and family. The one-child policy makes it difficult for moms to find other moms, within their circle of family and friends, who are experiencing the same challenges and have similar needs.
South Korean moms prefer women with the same backgrounds as them to be a part of their mom network. As a hierarchical society, this ensures that the decisions they make for their children are typical of the class of society to which they belong.
For Indian moms, the mom network consists of moms she knows online or offline as it helps her relate to them and to take their recommendations seriously. As online advertisers, it is important to understand the basis on which moms develop trust for each other and within their network.
Mom Radar is Always On – Know Her Way ‘In’Digital moms are on ongoing quests to discover more about their children and through the process, more about their identities as mothers. When communicating online to moms, remember that it is not about products and services, rather it is always about mothers themselves. Focusing on the mothers themselves creates pull demands for products and services.
Moms are e-Shopaholics – Test, Learn, GrowThe study indicates that over the last 12 months, 67 percent of Asian moms have purchased online for their children, and 69 percent intend to purchase online in the next 12 months. When shopping for her child, the Asian mom purchases a whole range of products from educational needs, baby food, baby hygiene, clothes, to toys and entertainment such as DVDs and video games.
However, online shopping is not limited to their children alone, with 81 percent of Asian moms having purchased online for themselves over the last 12 months, and 73 percent planning to make a purchase in the next 12 months. Moms usually test online shopping by buying items for themselves, and where satisfied, they will take the next step of buying for their children.
The on-demand nature of the Internet is rapidly growing an e-commerce culture among Asian mothers, motivating 70 percent of digital moms to prefer online shopping. Mothers view online shopping as a hassle-free alternative to traditional shopping environments, which are not conducive or convenient for moms and their children.
In ConclusionWith the Internet rapidly replacing traditional media as a decisive information source and way to connect with social groups, understanding the Asian digital mom market and their online behaviors presents vast opportunities for online advertisers to connect with women and penetrate the market effectively.
For more information on the global study, visit http://advertising.microsoft.com/asia, or email Heidi Lau, Head of Research, Greater Asia Pacific, Microsoft Advertising, [email protected].
