Because of the COVID-19 pandemic, digital growth in Indonesia has immensely accelerated. This has brought lasting changes to Indonesian 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 dive into the mind of a digital Indonesian mum and discover how they behave digitally today in the year 2021.
Below are the highlights of this report:
Demographics of ID digital mum survey respondents
A total number of 670 digital mum respondents was surveyed for this report. 55% of them are living in Jabodetabek, 7% in Surabaya, 6% in Bandung, 2% in Medan, while 31% live in other parts of Indonesia.
Among these digital mum respondents 24% have an average household monthly income of above 10,000,000 IDR, 34% are earning 5,000,0001 – 10,000,000 IDR, while 42% are earning 5,000,000 IDR below. For other details on the respondents’ demographics, please see the full report.
Indonesian mums are the caretakers and decision-makers of the household
Among the Indonesian mums surveyed, 75% takes care of their children themselves. This is evidence that a lot of mums in Indonesia 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, 79% of mothers in Indonesia shop for products and choose the brand of products themselves.
Gadget ownership of Indonesian digital mum survey respondents
97% of mothers in Indonesia owns a smartphone, while 55% owns either a desktop or a laptop. Among these smartphone owners, 32% uses Samsung, making it the top owned smartphone brand in the country for Indonesian mums.
Most Indonesian digital mums rely on mobile data for their daily internet needs
More than half of Indonesian mums rely on mobile data for internet access at home, while only 1/4 has fibre internet access. The use of mobile data for the internet is higher among Gen Z mums, which could be related to their income capabilities.
In relation to this, the top used telecom brand by Indonesian mothers is SimPATI which is used by 41% of digital mums.
Internet use of Indonesian digital mums
Over 70% of mums in ID use the internet whenever they catch a break from the office or household work. Over 50% also surf the internet before sleeping at night. However, there are 20% more millennial mums in the country that surf the internet at night than Gen Z mums.
While on the internet, these mums use social media the most, with an average daily use of 3 hours per day.
Social media usage among Indonesia mothers
Mothers in Indonesia use Instagram the most. 95% of these digital mums use Instagram, while 85% use Facebook, and 83% use Youtube.
These mums’ internet usage is fairly high and they make sure that they don’t stay behind trends. 46% of these mums use Twitter, while 45% use the more youth-oriented app, Tiktok. Only 23% use LinkedIn.
When they are on social media, mums like posting photos/videos the most. In the past 3 months, 84% have shared their own photos and videos on their social media pages which is why mums 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.
The majority of Indonesian mums use food delivery, transport, and healthcare apps
Only 22% of mothers don’t use food delivery apps, 23% do not use transport apps, and 15% do not use healthcare apps. The majority of Indonesian mothers who don’t use these applications are mums from non-NCR regions!
Mums will continue to shop online even after the pandemic
After the pandemic, Indonesian mothers are expecting to still continue online shopping regularly. 44% are firm about this. However, 36% will reduce online shopping and 20% are not yet sure. Only 1% of mothers are going to stop online shopping post-COVID.
The majority of mums use Shopee for online shopping
95% of Indonesian mothers are online shopping. Many of these mums prefer to use Shopee for online shopping. 79% of them do! While their second favourite is Lazada at 13%.
Mums like checking product reviews and compare prices before buying online
When buying online, mums in Indonesia do a lot of research before checking out their carts. These mums like checking product reviews on the e-commerce pages of what they’re thinking of buying and other reviews on social media platforms.`
Indonesian mothers also like comparing the prices of products in retail stores and other platforms.
Indonesian mums like using e-wallets
As mentioned earlier, ID mums don’t stay behind trends. One of these trends is the use of e-wallets for online shopping and other activities. 88% of all mums use e-wallets, while the top 3 e-wallets they use are OVO (35%), ShopeePay (29%), and GoPay (21%).
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.
Mums in Indonesia are catching up to the usage of streaming platforms
Although 66% of mums in the country are not yet subscribed to OTT apps, 34% are catching up and the numbers continue to grow with time. Of these OTT users, 47% are subscribed to Netflix which makes it the top used streaming platform for mums in the country.
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