Online life has become an integral part of every stage of life

Microsoft advertising and Star Media jointly released a report on the online life of Asian mothers. focused on investigating and understanding the "ways" and "reasons" behind the attitudes and behaviors of the mothers who live in Asia. The report found that online life has become an essential part of Mother's life at all stages. The respondents spent an average of at least 17 hours a week on online activities. The survey covers 8 Asian-Thai markets including mainland China, Hong Kong, China, Taiwan, India, Singapore, Malaysia and South Korea. The quantitative analysis method that takes Si Wei company as the leader. The star Media interviewed about 3,000 mothers aged 20-49 years. This group has not only purchased related products and services on its own, but also has a significant impact on purchasing decisions throughout the family. The findings will provide advertisers with the latest way to reach target audiences.

"A growing number of mothers have become more proficient in the digital life, but are increasingly picky about the obvious advertising," said Mr Kenneth Andrew Kenneth Andrew, director of marketing for the Pan-Pacific region of Microsoft advertising. Therefore, the brand must continue to innovate, and constantly introduce more unique and appropriate online experience, so that the right information at the right time to reach the target audience. This survey, conducted in conjunction with the Star Media, will help us to design more effective online campaigns for advertisers so that information can be communicated to mothers who seek information, stay online, and try to understand products and make decisions about buying. ”

"We've been looking for a deeper understanding of how mothers can make better use of the Internet to create an interactive, participatory platform for branding," said Joanna von Felkerzam, director of the Asia-Pacific research in the satellite media. While the specifics of each region's markets may vary, we have found ' five facts ' about Asian mothers in the survey, which will inspire advertisers ' internet strategy. ”

This survey summarizes five basic facts about Asian mothers ' online life, analyzes and expounds the internet habits, sources, ways of shopping, habits and habits of Asian mothers, and provides further online business opportunities and models for advertisers.

Five facts about Asian mothers

Mother prefers to talk

Most women who have been mothers are happy to talk about the quality of their products and brands. The survey found that 80% of mothers surveyed agreed that "good brands are worth the time to discuss". Among them, the mother from Malaysia to the views of the majority of the opinion, accounted for 92%, the Japanese mother agreed to the lowest proportion, accounting for 41%. In addition, these Asian mothers are aware of their influence, with 59% of mothers saying: "I can always persuade friends and relatives to buy the same product or brand", especially in India and Malaysia, where up to 72% of mothers agree.

Even the mothers of strangers can trust each other.

58% of mothers surveyed said that in the process of making a purchase decision, the resources of friends, family and co-workers were their first source of information. The second is to refer to online users ' comments, accounting for 46%. In the process of purchasing decisions, many mothers prefer to refer to the recommendations of individual websites and other online resources and product evaluations they trust. When it comes to recommending children's products, Chinese mothers often trust online communities to evaluate more than to trust their friends and relatives.

Asian mothers have different internet habits at all stages

According to the survey, the online activities of Asian mothers depend on the age of their children, and their focus and interest on the product will change as the child grows. In addition, expectant mothers (pregnant women) and mothers under the age of three are very dependent on interacting with similar people on the Internet. Mothers who are older than six and more experienced are more reliant on basic tools such as email and search engines.

Asian mothers meet their and children's daily needs through online shopping

More than two-thirds of mothers surveyed said they were buying products online, with nearly 70% of respondents planning to continue shopping online over the next year. In China and South Korea, the phenomenon that mothers are shopping online for their children or their families is the most common, accounting for 87% and 82% respectively. The findings also reveal the motivations for the diversification of online shopping in various regions, such as the one in Taiwan, where mothers say the benefits of online shopping are "not to be pressured by salespeople", while Indian mothers find online prices are much cheaper.

Maternal vocation makes a sharp insight

Most advertisers should note that the survey found that mothers are more willing to take the initiative to understand the manufacturer's products and related information. In the survey, a Chinese mother said: "If there is an advertisement for baby products, I will put down what I am doing and focus on the advertisement." "Mothers are eager to find product information in a simple, relevant and effective way so that they can make more reasonable purchase decisions at the right time."

Pushkar Sane, chief digital Officer of North Asia and South Asia, said: "The results of this survey are eye-opening, and I believe it will help our customers maintain a competitive edge at all times and will help change the way Asian advertisers think." ”