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Asia's millennial mums rely on mobile

News, 16 December 2015

SINGAPORE: South East Asia's millennial mums are more connected than their international counterparts and are heavily reliant on their mobile phones, new research suggests.

Indonesian mothers in this age group are the most connected, boasting universal mobile phone access compared to 76% among the population generally, according to research from Dentsu Aegis Network reported in Marketing Magazine.

Jakarta is also the world's social media capital, with the highest number of tweeters internationally. Indonesia is also one of the biggest markets for Facebook globally.

Mobile subscriptions and penetration in Southeast Asia are already significant, with Indonesia, the Philippines and Thailand among the most mobile-enabled countries anywhere in the world, according to Informa.

In much of Asia, smartphones have overtaken desktop as the preferred connection channel for consumers. In Indonesia, mobile accounts for as much as 57% of total internet traffic.

In China and Singapore, one in eight millennial mums accesses the internet daily using two or more devices with more than half of millennial mums accessing social media via mobile. More than two thirds of Indonesian mums secretly maximize their time by praying and posting to social media at the same time, or use bathroom breaks to browse the web on their phone.

Online video is a big trend in South East Asia, where branded content is popular with consumers. In Singapore almost half of mums are watching TV programmes on their mobiles, a popular commuting activity. And 37% of millennial mums in Singapore watch online videos compared to 30% in the US respectively.

Many are also using their devices to shop online. More than half of Singaporean mothers multitask by shopping from their mobile phone. In China, mums look to chat app WeChat to get information about infant brands.

Data sourced from Marketing Magazine; additional content by Warc staff