THAILAND, 27 February 2020 – Reaching over 7.7 million users monthly, theAsianparent Thailand — part of Southeast Asia’s largest parenting community platform under multinational tech and digital publishing company Tickled Media — revealed insights about mothers in Thailand based on findings from its annual Digital Mum Survey for 2019.
Conducted in six Southeast Asian markets, theAsianparent’s Digital Mum Survey is conducted on an annual basis to investigate how mothers utilise the internet. With more than 5,000 respondents, theAsianparent Thailand revealed insights on internet usage behaviours of mothers in Thailand via an official launch event called “Digital Mum Survey Reveal by theAsianparent.com”, giving event attendees a glimpse of how theAsianparent Thailand can help its clients analyse and develop future marketing strategies to more effectively target audiences.
Key takeaways pertaining to internet usage habits from theAsianparent’s Thailand Digital Mum Survey 2019 include
- theAsianparent is the top parenting app in Thailand, utilised mostly for its pregnancy and baby development tracker alongside sharing experiences with fellow parents;
- Thai mothers are most active on the internet from 6pm to 10pm;
- Thai mothers spend most of their time online visiting parenting websites or mobile apps (86%), followed by using social media (73%) and shopping online (64%); and
- 84% of Thai mothers usually look for parenting guides and information from parenting mobile apps, while 74% of the mums obtain their information through parenting sites.
theAsianparent’s Thailand Digital Mum Survey 2019 also revealed interesting shopping insights on Thai mothers, including
- 92% of Thai mothers are the Chief Household Officers, making or co-making decisions for household purchases;
- “Free shipping” is the most attractive promotion that influences a mother’s purchases;
- The “buy 1 get 1” marketing strategy has more impact on purchasing decisions compared to the “50% discount” strategy;
- “Cash on delivery” is the most popular among all payment methods, followed by mobile banking methods and e-wallets; and
- Advice from doctors or experts is the main influence that helps mothers make purchasing decisions. Online and celebrity influencers help increase product or brand awareness among mothers.
“Our Digital Mum Survey results illustrates the importance for Mum & Baby brands to understand internet usage behavior, from online activities, selected applications or trending topics on social media, to the shopping habits of the parents in this digital age. This also serves as an assurance for our partners that theAsianparent understands its community, enabling effective and efficient targeted communication. In 2020, we aim to expand our community and encompass the entire family unit through the development of new, inclusive and targeted content via media such as videos and podcasts,” said Ms. Pilawan Wanichchinchai, Deputy Country Manager of theAsianparent Thailand.
theAsianparent Thailand is the number one parenting community in Thailand with over 7.7 million unique visitors per month, 32 million page views and over 1.1 million Facebook fans. Through its content, community and technology via its app, it aims to help parents raise healthy children and families. theAsianparent Thailand also hosts a variety of in-house events and partnership events with industry top baby brands. Some events to look out for in 2020 include Baby Bash & theAsianparent FamFunFest, which features top pregnancy and baby brands alongside a specially curated programme and great deals for families.