Digital Mum Survey 2021 Singapore

Take a look at how Singaporean mothers are consuming digital services in 2021.


What’s Inside

Executive Summary


Because of the COVID-19 pandemic, digital growth in Singapore has immensely accelerated. This has brought lasting changes to Singaporean 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 Insight conducted a survey in the country to find out how Singaporean mums are behaving digitally in the year 2021.

Below are the highlights of this report:

Nearly all mums in SG use food delivery & transport apps, but not healthcare apps

Only 6% of mothers don’t use food delivery apps and 6% do not use transport apps. However, 47% of Singaporean mums are still reluctant to use healthcare apps!

Mums will continue to shop online even after the pandemic

After the pandemic, Singaporean mothers are expecting to still continue online shopping regularly. 84% are firm about this. Only 8% will reduce online shopping and another 8% are not yet sure. No mothers in Singapore are going to stop online shopping post-COVID.

The majority of mums use Shopee for online shopping

96% of Singaporean mothers are online shopping. Many of these mums prefer to use Shopee for online shopping. 65% 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 Singapore 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.`

Singaporean mothers also like comparing the prices of products in retail stores and other platforms.

Think that’s interesting? Download the full report and continue reading!


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