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 mums 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 highlights and questions answered in this report:

Demographics of the Respondents

A total of 589 Singaporean digital mums were surveyed for this report.

78% of the digital mums surveyed are Millennials (ages 25 – 39) while the rest are from Gen Z and Gen X.  For more details on the respondents’ demographics, please see the full report.

COVID-19 caused a surge in both internet and broadcast TV usage

54% of Singaporean digital mums started watching more TV while 78% started spending more time on the internet amidst COVID social restrictions. Among these mums, more than half increased their TV and internet usage by 1 – 4 hours. 12% of our digital mums increased their usage by 8 hours!

Most Singaporean digital mums are not yet consuming modern, non-visual media

When online asked which activities they rarely do online, 87% of Singaporean mums mentioned that they do not play PC games. However, the most notable takeaway from this part of the report is that more than half of the Singaporean digital mums also do not consume e-books, audiobooks, and podcasts.

It’s either non-visual media aren’t ideal for Singaporean digital mums or non-visual media that target Singapore mums can further improve to increase effectiveness.

Q: What are Singaporean mums watching?

The top things that the majority of Singaporean mums watch are 1) Parenting videos, 2) Funny videos, 3) Broadcast TV, and 4) Online TV (e.g Netflix).

Younger generation mums (Gen Z and Millennials) consume more online TV than broadcast when compared to Gen X.

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

Singaporean mums 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 mums in Singapore also browse parenting apps/websites at least once a day.

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

The result of mums spending more time online is less distinctive peak hours.

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

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

About 40% of SG mums 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 mums consuming the most during the pandemic?

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

Aside from parenting and kids related content, they also like reading about baby product reviews (50%) and cooking recipes (58%).

Q: Where do Singaporean mums get parenting-related information?

75% of Singaporean digital mums get information from parenting websites. Aside from these websites, they also source information from social media (55%) and their friends & family (56%).

Q: What are the top social media and messaging apps for Singaporean digital mums?

The top social media apps of the mums in order are Facebook, Instagram, Youtube, Twitter, and Tiktok. However, 20% of mums feel like they should be spending less time on Facebook. 10% of them feel like they should be spending less time on Instagram.

On the messaging side, the top apps used by Singaporean mums are Whatsapp, Facebook, and Telegram.

Q: How frequently do mums in Singapore shop online?

When compared to other countries in the Southeast Asia region, Singaporean mums are the most tech-savvy. This led them to adapt to online shopping faster. 56% of Singaporean mums shop online at least once a week, while 75% shop 2-3 times a month. 34% of them shop online a few times a week.

When shopping online, the e-commerce platform they prefer the most is Shopee. However, a lot of mums also shop through Qoo10, Lazada, and Carousell.

Q: How do they pay for their orders online?

Singaporean mums use PayNow and their credit cards the most when paying for their orders online.

Download the full report to continue reading!


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