Indonesian Digital Mums Survey 2017

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2017 Indonesian Digital Mums Survey The annual Indonesian Digital Mums survey highlights Indonesian Mums as active and avid Internet users. They are a high potential, attractive market segment for online marketers who want to penetrate these homes and influence purchase decisions made for their families.

This survey was conducted with three objectives: • Identify the most prevalent and frequent online habits of Indonesian mums; • Identify trends in their behaviour and attitudes, especially when it comes to consumption; and • Give marketers a better understanding of how they can effectively reach this highly-coveted audience

More than 1,000 digital mums from Indonesia participated in this self-administered online survey.

Key findings: 1. The Indonesian Digital Mum is the primary household purchase decision maker She influences up to 98% of household purchases and considers herself the reigning CHO (Chief Household Officer) of the modern Indonesian family.

2. Motherhood Reduces the indonesian mums consumption of media Once digital Indonesian women become mums, they’re so busy that they spend less time on traditional media channels and even online. In fact, their TV viewing habit reduces by a stark 80%!

3. She is “mobile-only”, actively browsing the web while on-the-go on her smartphone. Only 8% of Indonesian digital mums surveyed used a laptop or tablet for browsing. Her favourite smartphone is Android and she uses it to visit parenting sites, browse the web, Facebook, Instagram, or watch YouTube.

4. She relies heavily on parenting websites, Google, and her family for advice Her favourite activity online is to read parenting tips, recipes, and tips on getting healthy. When she needs parenting advice, she turns to parenting sites, Google, or listens to her family. Very few Indonesian digital mums take parenting advice from fellow mums or health care professionals. However, they do rely on fellow mums for product recommendations or advice on purchase decisions.

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Research Overview The purpose of “2017 Indonesian Digital Mum” survey was to: • Identify the most prevalent online habits of Indonesian digital mums; • Identify trends in their behaviour and attitude, especially when it comes to consumption; and • Give marketers a better understanding of how they can effectively reach this highly-coveted audience

Respondent profile Sample respondent: This survey was targeted towards the following audience: • Women living in Indonesia, specifically Jakarta, Greater Jakarta, Bandung, Surabaya, and Medan • Are pregnant or have up to 4 children in the 0-10 years age group • Aged between 18-44 years (76.14% were aged between 25-34)

Data collection methodology: • Results of the annual “Indonesian Digital Mums” survey are based on data acquired from self-administered questionnaires filled out via the online survey platform, Questionpro. • The link to the survey itself was marketed using side pop-ups on theAsianparent.com. The survey was also distributed via the social media pages of the portal and its weekly newsletters. • Data collection took place during the month of August 2017.

Statistical analytics and significance: • A total of 1,070 mothers answered the survey. • Mothers spent an average of 11 minutes to complete the survey. • Respondents were divided into subgroups based on their children’s age.

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State of Digital in Indonesia in 2017

Source of information: e-marketer, Tech in Asia, Indonesia Top 50 Brands

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14 things to know about the 2017 Indonesian digital mum 1. Media consumption for women goes down once they become mums The Indonesian Digital Mum is so busy when she becomes a mum that her media consumption reduces drastically.

On average, 46.5% of Indonesian women decrease their usage of the Internet once they become mums. consumption of print media such as newspapers and magazines falls to very negligible levels.

TV, meanwhile, faces a significant loss, as 81% of women spend fewer hours watching TV upon entering motherhood. This is a significant decline from 2014, where only 58% of Indonesian mums reduced their TV consumption.

Decline in TV viewership is steepest for new mums

After becoming a mum, I really do not have the time nor interest to read magazines or newspapers. Watching TV is also out, as before one year your baby should have no screen time – and as a new mother, my baby is mostly with me. - Siti Mayah

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The highest decline in TV viewership, at 83%, is amongst mums with children between 6 months to 1 year. The least decline in TV viewership, at 77.5%, is amongst mums who have children aged 4-6 years.

The highest screen time consumption via TV is amongst mums who have children aged 4-6 years old at 53%, while the smallest at 44% is amongst mums who have older children.

For new mums it is as much about lack of time, as it is about protecting their child from the harmful effects of “scree” time. Their desire not to expose young children to screen, means reduced usage of TVs & tablets by mums.

2. Less TV doesn’t mean NO TV While she spends significantly more time online than watching TV, 48% of Indonesian digital mums still watch TV. She also watches videos on YouTube and via streaming. Note that Netflix is still relatively unknown in Indonesia.

It is easier to watch TV since I don’t need to hold gadget like I do to watch streaming channel. Plus, TV is much more affordable” - Novianita

3. She uses the Internet for both work and play Technology has made it easy to to multitask, and the line between work and personal use of the Internet has blurred. A mum could be uploading a photo of her baby on Facebook while simultaneously reading her work email.

53.5% of Indonesian mums spend at least one hour daily on the Internet for work. When it comes to personal use, 62% of them use the Internet for at least an hour a day.

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Not only does a woman’s Internet consumption change once she becomes a mum, the topics she chooses to read online also change. There is a lot of good quality

With 41% of Indonesian mums reading some form of parenting related

parenting information

content when using the Internet, it is clear that motherhood changes a

available online, on

woman’s priorities even when she is surfing the web.

websites. Last week, my son got allergic I don’t know the cause for sure. Some articles

The most read topic online amongst mums in Indonesia is parenting related content at 41%, with the second most popular online topic being recipes and the third, health tips. She’s not very keen on product reviews or fashion and beauty topics.

in parenting sites explain the kind of allergy so I can have first anticipate before we see a doctor - Nur Amalia

62% of mums with children under 6 months old can spend 1-3 hours a day consuming web content for personal use. The highest Internet consumption on reading parenting content at 27% is also amongst mums with children under 6 months old.

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4. The Indonesian Mum relies on the Internet for advice

I spend most of my time

When seeking advice, Indonesian Digital Mums turn to the Internet for help

at home with my children.

much more than through “traditional methods”, such as consulting with their friends and doctors.

So, Internet is my way to reach out the topic that help me with household, news, parenting, any other stuff.

65% of Indonesian mums turn to Internet sites, search engines,

Internet is the fastest access

and social media - for parenting help.

- Desi Wulandari

to reach information”

19.5% of Indonesian mums seek “traditional methods” of parenting advice, which includes talking to their friends and family. Less than 15% turn to a Doctor for advice.

Amongst what’s available online, parenting websites take a sizeable. 30% of the mum’s time for those with children aged 1-3 years old.

5. The Indonesian Mum prefers the Internet to interact with other parents over face-to-face meet-ups The Indonesian mum is a busy woman, most of her time is split between family, work, commuting, and everything else in between. Unsurprisingly, she prefers to socialize “online” with other mums rather than go out to see them.

It’s interesting to note that 69% of Indonesian mums will not go out to meet friends without taking the kids along.

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In Indonesia, there is a very high level of engagement of mums amongst their peer group, which is mediated via the smartphone. 95% of mums

Handling the kids in the

communicate multiple times with others mums online through forums,

house is already tiring. Can

Facebook groups, or via their social media networks. 47% of mums

you imagine if I need to

communicate at least once a day with other mums online.

bring along all my kids to social gathering? Better I use social media to connect with

This underpins the importance of both - word of mouth recommendations and a mobile first strategy for marketers.

friends -Fransiska Aulia

Only 14% of mums with kids under 6 months old will go out to meet their friends without the kids, this is also the time when mums need the most support from their peer group and they find it online.

This is a significant increase from three years ago, our 2014 survey showed that only 20% of Indonesian mums communicated online with another mum daily!

6. Indonesian Mums are social (media) animals! Indonesian mums are social media addicts! They prefer social media when engaging in conversation, 25% use the Internet primarily to check social

It is very useful for me to join a community where I can share and take the information. Social media is like my way to find some fun

media sites, and 99% have at least one social media account, with Facebook

without having a lot of effort

being the most visited platform.

- Wahyuningsih

19% of mums spend at least 10 hours a day on Facebook! The second most visited platform is Instagram, where roughly 10% of mums spend at least 10 hours daily, followed by Youtube, Twitter, and Path.

Indonesian mums hardly use Pinterest or Snapchat. 61% of mums with children aged 7-10 years old connect with other mums through social media. 30.5% of mums with children between the ages of 4-6 years use Facebook as their primary social media platform.

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7. BBM still quite heavily used Most Indonesian mums use Android, with only 10% using iPhones. The Indonesian mum is a heavy Whatsapp and Facebook messenger user when it comes to chatting, but it’s not time to rule out BBM yet.

Some of my friends and family who live in rural areas are still using BBM as their main chatting channel, so I still use BBM till now. - Nawasari

As the most used chatting application, Whatsapp use is at 38.5% amongst mums with children aged 4-6 years old. The highest BBM usage at 21% is amongst mums with children aged 1-3 years old

8. Indonesian digital mums shop online! 38% of Indonesian mums shop online at least twice a month, with 3% shopping multiple times a week. Nearly 50% of her shopping is for her kids. Her online shopping behavior needs to be nurtured through this channel. Her favourite online place to shop is Shopee.

For me who still has a 5 months old baby, I can not bring along my baby outside the house too often. So it is easier for me to buy anything online especially for my baby’s need. - Ade Putri

At 21% Shopee emerge as the shopping destination amongst mums with kids aged 1-3 years.

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9. Indonesian mums are primary decision makers

I share some big responsibility with my

Mums are the Chief Household Officers 98% of Indonesian mums deem themselves as the primary decision maker

husband like kid’s school fee, rent fee, and monthly bills. But for household stuff, I

or co-decisionmaker for purchases in their household. She is influenced by

know the best deals better

social media fan pages and relies on comments posted on the Internet and

than my husband

social networks.

- Siti Aisyah

10. She relies on social networks to decide what to buy Before the Indonesian mum clicks to buy, she taps into social networks for recommendations. 94% of mums in Indonesia have made a purchase based on recommendations received on the Internet and social media. Reading a friend’s review on social media was of primary influence, followed by recommendations from a parenting website being the second driver.

28% of 94% mums who purchased based on recommendation get the insight from parenting websites, the number was even higher amongst mums with children under 6 months old

11. Indonesian mums follow brands on social media Facebook is the leading social media platform for mums to follow brands, with 61% liking or following at least one brand.

Nowadays, every brand has their own official social

media account. I follow

Mums in Indonesia “like” brands on Facebook in order to be updated on the

brand’s social media account

latest products and offerings (46%) and for discounts or coupons (43%).

I often bought the stuffs from. Discounts and new

To engage with these mums most effectively, brands need to focus on

product usually post their

optimising their social media strategies.

latest info in social media first” -Riska Ayuningtyas - Riska Ayuningtyas

The highest rate of following brands for their latest info at 46% is amongst mums with children aged 1-3 years old. The highest rate of following brands for discount coupons at 45.5% is amongst mums with children aged 4-6 years old.

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12. What’s the best way to reach her?

While checking my phone in the morning, Facebook is the first thing I look to. It is like saying hello to the friends without opening my window - Diah Ramadhani

The highest Facebook usage of Indonesian mums at 98.6% is amongst mums who have children aged 6-11 months old

13. What’s the best time to reach her? After a day of accomplishing tasks for work and for the household, night time

When my baby is sleeping, it is a hooray time for me to

becomes a much-coveted “me-time” for the Indonesian Digital Mum.

explore Internet and social

media. So night is perfect!”

Majority of personal Internet usage occurs after 7pm. For example, 50% of

-Zahra Adinda

mums visit social media platform primarily after 7pm. Only 33% use social media in the afternoon, while an even lower 17% use it in the morning.

Mums with kids below 6 months old form the bulk of those who use social media after 7pm, with 61% of them logging on after that hour. Mums with kids 4-6 years old are most likely to use social media earlier in the day, with majority of the mums using it between 12pm-7pm

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14. If she had an extra hour a day, she would... And finally, the overworked digital Indonesian mum would choose spending even more time with her family if she had an extra hour a day, along with getting fit and of course sleep!

As a working mom, having more time with family is a privilege for me. - Ira Fitri

Mums with kids between the age of 7-10 years are least likely to use the extra hour to have body treatments and fitness, with only 28% opting for that choice.

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Top 4 Learnings for Marketers 1. The Indonesian Mum is making purchases decisions about all household purchases. If you are not speaking to her, you are not getting into the consideration bracket As the “Chief Household Officer”, the Indonesian digital mum is the gateway when it comes to purchases for the home. And she’s not just buying groceries and baby wipes; she’s purchasing electronics, travel tickets, and other big ticket household items. She should be the primary target for marketing campaigns focusing on purchases related to the home.

2. Motherhood significantly changes a woman’s media consumption patterns When a woman becomes a mum, she prioritizes online over traditional media. Marketers should take advantage of web, social media, search, and instant messaging platforms to reach her. Marketers need to consider which online sources mums are seeking out at each stage of motherhood (Is she pregnant or raising a newborn, toddler, preschooler, big kid, or teen?) Each stage entails different concerns and issues; and therefore, different needs. For example, when targeting a mum with a newborn, marketers should consider parenting websites and social media groups. Whereas when targeting mums with older kids, marketers should consider online coupons and promotions. While marketers should prioritize digital over traditional media with younger mums, they should not abandon TV altogether. When TV and digital are combined, a brand can get the best of both worlds.

3. The power of recommendation cannot be underestimated Marketers must also recognize that while the digital Indonesian mum holds the power to decide on purchases for the household, she is reliant on tried-and-tested recommendations, especially by fellow mums. Therefore, aside from utilizing performance-focused online advertising campaigns, marketers need to leverage web channels that facilitate mum-to-mum conversations. Note that she is also comfortable shopping online.

4. Short, succinct and speedily -- that is how the digital mum want her information Mums are impatient -- when they want information, they want it immediately. From status updates to Instagram posts, she is eager to share her thoughts, worries, interests and proud, joyful moments as they come. The trick is to keep up with her, or be one step ahead. In addition to traditional online advertising, savvy online marketers should be able to spark a dialogue with mums on social networking sites by responding to her questions and running contests. Successfully engaging a mum via online channels not only helps improve brand perception and recall, it also helps drive word-of-mouth recommendations and net promoter score.

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About theAsianparent.com and Tickled Audience Platform Tickled Media (Tickled Audience Platform in Indonesia) is the largest digital parenting publishing house in Southeast Asia. Headquartered in Singapore since 2009, the company runs theAsianparent.com, Southeast Asia’s #1 digital parenting destination that reaches over 11 million mums in the region monthly. theAsianparent.com provides a supportive online community through trusted content and local resources for modern Asian parents on the web and through mobile. For more information, please visit theAsianparent.com

Roshni Mahtani

Sumati Nagrath

Roshni Mahtani is the CEO and Founder of Tickled

Sumati Nagrath is the head of Business Planning at

Media, the publisher of theAsianparent.com. She has

Tickled Media, where she leads the Research and

over 12 years of media and research experience across

Insights vertical. Her team has successfully delivered

the US and Asia Pacific.

numerous consumer-insights projects for clients across

Roshni is actively involved in the startup community.

FMCG, Telcos and Nutrition brands.

In 2012, she founded the Female Founders Network,

Sumati has over 18 years of experience as a Journalist,

a group of 3,000 female founders. She is also an active

Researcher, Consultant and Academic across India, UK

angel investor in many early-stage startups across the

and Singapore.

region.

Her works include a co-authored report for WWF (India), titled ‘The Alternative Urban Futures Report: Urbanisation and Sustainability in India: An

Tim Danker

Interdependent Agenda’. She has published extensively in international academic journals on issues of India’s

Tim Danker is the Insights & Relationship Executive at

culture industries in the era of globalization.

Tickled Media (Malaysia). Previously with Kantar TNS and Ipsos, he’s an experienced market researcher with over 5 years of

Cahya Ningtyas

consumer research experience and has worked with

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a range of clients from the FMCG, automotive and

Cahya Ningtyas handles operations for Tickled

digital industries. He is also well versed with various

Audience Platform in Indonesia. Her previous

research methodologies such as ethnography, in-depth

experiences include working for eCommerce start ups

interviews and online surveys.

ShopBack, PinkEmma and Cantik.com.

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