COVID-19 Wave II: The Digital Consumption of Singaporean Mothers

Understanding Singaporean mothers’ digital consumption & behaviors amidst the pandemic lockdown.


What’s Inside

Executive Summary


In these times of national lockdowns, working from home and limiting outdoor movement has become the norm. Because of this, fewer avenues of entertainment are available. As a result, the digital consumption of Singaporean moms has sky-rocketed.

TheAsianparent Insights has conducted in-depth research to provide a detailed perspective of the increasing digital consumption by Singaporean mothers.

Below are some of the questions this research provides answers to:

Q: What are the top activities that Singaporean moms do online, multiple times a day?

Singaporean moms tend to use the internet the most to check what’s currently going on in their social media pages (86%).

Other top activities they participate in are messaging friends & family (85%), searching for information (77%), checking emails (66%), reading news & articles (66%), and watching videos/streaming TV (53%).

72% of moms in Singapore also browse parenting apps/website at least once a day.

Q: What are the peak hours for Singaporean moms on social media?

The result of moms spending more time online are less distinctive peak hours.

However, for SG moms, subtle peak hours can still be observed from 10am – 12pm and 8pm – 10pm. While their usage slightly dips at the time of dinner preparation (6pm – 8pm).

Q: How do Singaporean moms shop for FMCG products online (milk powder, diapers, and baby care products)?

About 40% of SG moms have mentioned that when shopping online, they visit a category and browse through the products. Just as how they would browse an aisle at a grocery store!

Q: What kind of content are Singaporean moms consuming the most during the pandemic?

During the pandemic, the kind of content SG moms are consuming the most are covid-related content (92%), while at second comes parenting related articles (76%), This highlights the time-proof nature of parenting content and the insatiable appetite of moms to learn more about parenting.

Download the full report to read all the interesting findings from this report!



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