Because of the COVID-19 pandemic, digital growth in the Philippines has immensely accelerated. This has brought lasting changes to Filipino mothers’ digital behaviours. These changes include how they make daily decisions, such as choosing where to shop or when to browse Facebook.
Although these changes seem little for others, this affects the marketing of many brands. Especially those who have products and services that cater to young families.
Our team here at theAsianparent Insights conducted a survey in the country to find out how Filipino moms are behaving digitally in the year 2021. One year after the strict lockdowns in the country started.
Below are the highlights of this report:
Demographics of PH digital mom survey respondents
A total number of 640 digital mom respondents was surveyed for this report. 36% of them are living in Metro Manila, 11% in Bulacan, 10% in Laguna/Batangas, and the remaining others scattered in different parts of the Philippines.
Among these digital mom respondents 8% have an average household monthly income of above Php55,000 while 37% are earning Php10,000 or less. The remaining 55% are in between these two income ranges. For other details on the respondents’ demographics, please see the full report.
Filipina moms are the caretakers and decision-makers of the household
Among the Filipina moms surveyed, 78% takes care of their children themselves. This is evidence that a lot of moms in the Philippines knows their children better than their spouses or other members of the family because they spend most of their time with their kids.
Because of this, they are considered the decision-makers of the household as they know the needs of their family better than anyone. When shopping, 78% of mothers in the Philippines shop for products and choose the brand of products themselves.
Gadget ownership of Filipina digital mom survey respondents
99% of mothers in the Philippines owns a smartphone in the country which means that they have the highest percentage of smartphone ownership when compared to other countries in the region. However, only 37% owns either a desktop or a laptop. Among these smartphone owners, 26% uses Samsung, making it the top owned smartphone brand in the country for Filipina moms.
Most Filipina digital moms rely on mobile data for their daily internet needs
More than half of Filipina moms rely on mobile data for internet access at home, while only less than 1/4 has fibre internet access. In the country, only affluent families are likely to have standard or fibre internet connections. This makes it clear that the use of mobile data for internet access is related to their income capabilities as prepaid data is generally cheaper.
In relation to this, the top used telecom brand by Filipina mothers is Globe which is used by 58% of digital moms.
Internet use of Filipina digital moms
Over 60% of moms in PH use the internet whenever they catch a break from the office or household work. Over 50% also surf the internet before sleeping at night. Interestingly, a lot of moms in the country also multi-task by surfing the internet while taking care of their children.
While on the internet, these moms use social media the most, with an average daily use of 3 hours per day.
Social media usage among Filipina mothers
Mothers in the Philippines use Facebook the most. 74% of these digital moms use Facebook, while 59% use Youtube, and 53% use Instagram.
These moms’ internet usage is fairly high and they make sure that they don’t stay behind trends. Among all the other countries in the region, Filipina moms use the more youth-oriented app, Tiktok, the most.
When they are on social media, moms like posting photos/videos the most. In the past 3 months, 82% have shared their own photos and videos on their social media pages which is why moms make good targets for user-generated content. Other things they like doing best on social media are searching for reviews of products and other activities related to online commerce.
More than one-half of moms don’t use food delivery, transport, and healthcare apps
48% of mothers don’t use food delivery apps, 59% do not use transport apps, and 66% do not use healthcare apps. The majority of Filipino mothers who don’t use these applications are moms from non-NCR regions!
Moms will continue to shop online even after the pandemic
After the pandemic, Pinay mothers are expecting to still continue online shopping regularly. 48% are firm about this. While 30% will reduce online shopping and 14% are not yet sure. Only 7% of mothers are going to stop online shopping post-COVID.
The majority of moms use Shopee for online shopping
92% of Filipino mothers are online shopping. Many of these moms prefer to use Shopee for online shopping. 76% of them do! While their second favorite is Lazada at 21%.
Moms like checking product reviews and compare prices before buying online
When buying online, moms in the Philippines do a lot of research before checking out their carts. These moms like checking product reviews on the e-commerce pages of what they’re thinking of buying and other reviews on social media platforms.
Pinay mothers also like comparing the prices of products in retail stores and other platforms.
Online parenting apps for tracking child development and seeking advice
Among the digital mums surveyed, the majority of them use parenting apps to track their children’s development or their own pregnancies. When they’re not tracking these, they’re interacting with the community or seeking advice from their fellow parents in the app.
Moms in the Philippines are catching up to the usage of streaming platforms
Although 78% of mums in the country are not yet subscribed to OTT apps, 22% are catching up and the numbers continue to grow with time. Of these OTT users, 87% are subscribed to Netflix which makes it the top used streaming platform for mums in the country.