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

Understanding Thai 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 Thai mums has sky-rocketed.

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

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

Demographics of the Respondents

A total of 897 Thai digital mums coming from North, South, East, and Central Thailand were surveyed for this report.

53% of the digital mums surveyed are Gen Z (ages 25 below) and 47% are Millennials (ages 25 – 39).  For more details on the respondents’ demographics, please see the full report.

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

40% of Thai digital mums started watching more TV while 48% 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. 15% of our digital mums increased their usage by 8 hours!

More millennial mums have reported an increase in internet usage than Gen Z. A good reason for this is a lot of Gen Z mums were already spending a lot of time on the internet even before the pandemic.

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

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

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

Q: What are Thai mums watching?

The top things that the majority of Thai 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 Thai digital mums do online, multiple times a day?

Thai mums tend to use the internet the most to check what’s currently going on in their social media pages (88%).

Other top activities they participate in are watching videos/streaming TV (75%), browsing parenting apps/websites (71%), searching for information (70%), and reading news/articles (68%).

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

The result of mums spending more time online is less distinctive peak hours. However, general internet usage for Thai mums is noticeably higher on weekends. During these weekends, a lot of mums have stated that they stay online even after 2AM.

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

Around 50% of Thai 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 Thai mums consuming the most during the pandemic?

During the pandemic, Thai mums are reading a lot of updates regarding COVID-19. But aside from that, the kind of written content Thai mums are consuming the most are parenting-related content (82%). 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 (63%) and cooking recipes (43%).

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

81% of Thai digital mums get information from parenting websites. Aside from these websites, they also source information from social media (55%).

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

The top social media apps of the mums in order are Facebook, Youtube, Instagram, Tiktok, and Twitter. However, 17% of mums feel like they should be spending less time on Facebook.

On the messaging side, the top apps used by Thai mums are Facebook Messenger and Line.

Q: How frequently do mums in Thailand shop online?

35% of Thai mums shop online at least once a week, while 43% 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 and Facebook.

Q: How do they pay for their orders online?

Thai mums seem to use Credit Cards, Debit Cards, and TrueMoney the most when paying for their online bought goods. However, more Millennial mums prefer using debit cards while on the other hand, more Gen Z mums prefer to use Credit Cards.

Download the full report to continue reading!


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