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

Understanding Filipino 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 Filipino moms has sky-rocketed.

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

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

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

Filipino moms tend to use the internet the most to check what’s currently going on in their social media pages (87%).

Other top activities they participate in are browsing parenting apps/websites (76%), messaging friends & families (71%), searching for information (69%), reading news & articles (64%), and watching videos/streaming TV (61%).

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

The result of moms spending more time online are less distinctive peak hours. However, during weekends later mornings occur and higher usage are observed from 8pm onwards.

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

More than 30% of Filipino moms have mentioned that when shopping online, they visit a category and browse through the products. Just like how they would browse an aisle at a grocery store!

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

During the pandemic, the kind of written content Filipino moms are consuming the most are COVID-related content (93%). At second, comes parenting articles (85%). 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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