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:

Demographics of SG digital mum survey respondents

A total number of 600 digital mum respondents was surveyed for this report.

Among these digital mum respondents, 8% have an average household monthly income of above $11,000 while 11% are earning less than $4,000 per month. The remaining 81% are in between. For other details on the respondents’ demographics, please see the full report.

Singaporean mums are mostly the caretakers and decision-makers of the household

Among the Singaporean mums surveyed, 44% takes care of their children themselves. Although this percentage is lower than other countries in the region as Singaporean mums are generally busier than mums in other countries.

However, they are still considered the decision-makers of the household as they know the needs of their family better than anyone. When shopping, 79% of mothers in Singapore shop for products and choose the brand of products themselves.

Gadget ownership of Singapore digital mum survey respondents

98% of mothers in Singapore owns a smartphone, while 81% owns either a desktop or a laptop. Singaporean mums have the highest gadget ownership when compared to mums in their neighbouring countries. Among these smartphone owners, 47% uses Samsung, making it the top owned smartphone brand in the country for Singapore mums.

Singaporean digital mums rely on Fibre internet for their daily internet needs

91% of Singaporean mums have fibre internet access which makes them the top adapter of Fibre internet in Southeast Asia.

In relation to this, the top used telecom brand by SG mothers is Singtel which is used by 38% of digital mums.

Internet use of Singaporean digital mums

Over 70% of mums in SG use the internet before bed at night. Over 60% also surf the internet whenever they can catch breaks.

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 Singaporean mothers

Mothers in Singapore use Facebook the most. 95% of these digital mums use Facebook, while 91% use Instagram, and 79% use Youtube.

These mums’ internet usage is fairly high, however, when compared to neighbouring countries, they haven’t adapted to the use of the more youthful app, Tiktok, as much. However, Singapore mums use LinkedIn more than mums in other countries.

When they are on social media, mums like posting photos/videos the most. In the past 3 months, 77% 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.

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.

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.

Many mums in Singapore use OTT streaming platforms

45% of mums in the country use OTT apps which is high when compared to other countries in the region. Of these OTT users, 84% are subscribed to Netflix which makes it the top used streaming platform for mums in the country.

Download the full report to continue reading!


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