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

Understanding Malaysian 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 Malaysian mums has sky-rocketed.

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

Below are some of the highlights/questions answered in this report:

Demographics of the Respondents

A total of 655 Malaysian digital mums coming from Kuala Lumpur & Selangor, Johor Bahru, were surveyed for this report.

83% of the digital mums surveyed are Millennials (ages 25 – 39), 13% are Gen Z (ages 24 below), and 4% are Gen X (40 above).  For more details on the respondents’ demographics, please see the full report.

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

57% of Malaysian digital mums started watching more TV, while 75% started spending more time on the internet amidst COVID social restrictions. Among these mums, more than half increased their TV and internet usage by 4 – 7 hours. 16% of our digital mums increased their usage by 8 hours!

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

When asked what they don’t do as much online, 88% of Malaysian mums mentioned that they do not play PC games. However, the most notable takeaway from this part of the report is that the majority of Malaysian digital mums also do not consume e-books, audiobooks, and podcasts.

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

Q: What are Malaysian mums watching?

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

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

Malaysian mums tend to use the internet the most to check what’s currently going on in their social media pages (90%).

Other top activities they participate in are searching for information (78%), messaging friends & families (74%), reading news & articles (69%), and browsing parenting apps/websites (63%).

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

The result of mums spending more time online is less distinctive peak hours. However, very subtle dips can be observed for Malaysian mums’ online presence during lunch and dinner hours.

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

40% of Malaysian mums 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 Malaysian mums consuming the most during the pandemic?

During the pandemic, the kind of written content Malaysian mums consume the most are COVID-related content (91%). 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 (60%) and cooking recipes (76%).

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

75% of Malaysian digital mums get information from parenting websites. Aside from these websites, they also source information from social media (56%).

Q: What are Malaysian digital mums’ top social media and messaging apps?

The top social media apps of the mums in order are Facebook, Instagram, Youtube, Twitter, and Tiktok. However, 36% of mums feel like they should be spending less time on Facebook. 18% feel like they should be spending less time on Instagram, as well.

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

Q: How frequently do mums in Malaysia shop online?

35% of Malaysian digital mums shop online at least once a week, while 55% shop 2-3 times a month.

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

Q: How do they pay for their orders online?

Malaysian mums seem to prefer mobile banking options when paying for their orders online than e-wallets. 56% of the respondents Maybank2U and 33% use CIMBClicks.

Download the report to continue reading!


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