theAsianparent publishes the Digital Mum Survey Indonesia 2024

JAKARTA, 21 Feb 2025: theAsianparent published The Digital Mum Survey (DMS) Indonesia 2024, an in-depth look at the concerns, purchasing habits and digital behaviours of today's Indonesian mothers. With 1,000 respondents aged 18 to 45 from diverse socioeconomic backgrounds and stages of motherhood, selected by purposive random sampling, the study shows how technology is shaping the lives of modern mothers.

"The Digital Mum Survey Indonesia 2024 aims to uncover patterns in motherhood-related challenges, shopping preferences, and digital activities to better understand the evolving role of technology in their lives," said Nimas Kusuma, Regional Head of Research at theAsianparent.

Key findings: over 90% of mums engage with social media daily, with Instagram the most-used platform. Shopee remains the top marketplace, while TikTok Shop and Tokopedia are gaining momentum. Parenting communities play a crucial role in purchasing decisions, with 8 out of 10 mums relying on peer recommendations. Over 50% of mums actively use parenting apps, 70% make purchases through affiliate links, and short-form video reviews, tutorials and comparisons are growing fast.

Challenges endure: many mothers contend with information overload, counterfeit products and delivery delays, creating an opening for brands to build digital strategies and community-focused approaches that put credibility, convenience and trust first.

"Clients are keen to understand today's Indonesian mum consumers. Our Digital Mum Survey provides an in-depth, comprehensive analysis of their digital behaviours, preferences, and challenges," said Ardyanto Firman, Head of Sales at theAsianparent. "Brands targeting mums, babies, and families stand to enhance their marketing strategies substantially by leveraging these insights."

Rayfienta Khairunnisa, Research Executive at theAsianparent, presented the findings at The Parentinc's Media Day on 21 February 2025.

About The Parent Inc

The Parent Inc is Southeast Asia's largest parenting platform, headquartered in Singapore. Its businesses include theAsianparent (Webtretho in Vietnam), the theAsianparent Awards, the brands Mama's Choice and Little Rei, the distribution of global mum and baby brands across the region, and Motherswork retail.

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First published on theparentinc.com on 21 Feb 2025. Details are as at that date.