The 2015 Asian Digital Mom Survey Says …

Moms all over the world have different approaches to raising children. What's noticeable though is that many mothers have now embraced technology and use their learnings to help them bring up their children and manage their households.

According to a survey ran by, Asian moms are technically the most powerful member of the family. In fact, 83% of mothers in the region consider themselves the primary decision makers when it comes to household purchases.  

Being key influencers in their respective homes means Asian moms often control product choices, domestic arrangements, and even life-changing family decisions. In the Philippines, women have been found to become more internet-savvy once they become moms. In addition, they are increasingly mobile and are the new CEOs (Chief Household Officers).  

The 2015 Annual Asian Digital Mom Survey reveals six highlights:

1. Mom is the leader of the digital pack. Out of six countries surveyed (Philippines, Singapore, Thailand, Indonesia, Malaysia, and India), the highly connected and modernized Filipino mom is noted to be the most active on Facebook groups, forums, and online communities.

2. She’s ​ma-chika​! Did you know that 63% of Filipino moms spend one to six hours on the internet for work? Thus, engagement seems almost second nature. It is not surprising then to know that 22% of these active mommies admit to interacting on online communities several times a day! 

3. She strives to be a better parent and homemaker. A significant 98% of digital moms look for information online for being the best parent who raises happy and healthy children. Apart from parenting topics, cooking and baking tricks are also sought out by these domestic divas. Survey results further reveals that 49% of Filipino moms find solace in digital space past 7PM after the day's work is done. They augment their thirst for knowledge with education and enrichment tips.

4. She opts for screen time over face time. As much as we'd like to see friends in person, the Filipino mom’s day is often booked with appointments and family activities so she hardly has time to meet up with other moms to discuss the many facets of motherhood. It was found out that only 12% are able to bond face-to-face with fellow moms while a substantial 77%  interact with others online through various communities and social platforms. I can definitely relate with that!

5. She seeks out parenting advice online. A good 84% of Filipino moms regularly seek advice from friends and family members in their online network. Similarly, a close 82% of Filipino moms trust parenting websites to gather advice for them and offer them the best solutions for their parenting concerns.

6. She prefers digital over traditional media. After having children, Filipino moms admit that the faster and more accessible digital media is more aligned with their busy lifestyle. And because her days are packed and her schedule full, she’s able to both gather information and find some me-time when she is online. Figures show that upon becoming moms, 30% decreased their television consumption, 47% lessened their magazine me-time, and 54% broke their broadsheet habit. With the ability to filter, specify, and choose the information she needs through digital platforms, Internet search increases exponentially for 75% of new moms.

In conclusion, the Filipino mom can be found online. That’s the best medium to reach her to influence her wants, her household, and her life. 

* The goal of The Asian Digital Mom Survey was to bring into focus the habits of moms in this region and to help brand marketers better understand the behavior of this high potential, attractive market segment.

Spanning six markets in Asia, the research findings include Singapore, Thailand, Indonesia, Malaysia, Philippines, and India. The survey documented the behavior of 2,700 mothers who have kids up to the age of 16 and explored what media and social channels she is using, what makes her share content with other moms, and what influences her purchasing behavior.

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