Because of the COVID-19 pandemic, digital growth in Thailand has immensely accelerated. This has brought lasting changes to Thai 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 Thai mums are behaving digitally in the year 2021.
Below are the highlights of this report:
Demographics of TH digital mum survey respondents
A total number of 560 digital mum respondents was surveyed for this report. 43% of them are living in the Greater Bangkok area while the other 57% are living in various areas in Thailand.
Among these digital mum respondents, 10% have an average household monthly income of above 60,000 THB, while 42% are earning less than 20,000 THB a month. The remaining 48% are in the middle. For other details on the respondents’ demographics, please see the full report.
Thai mums are the caretakers and decision-makers of the household
Among the Thai mums surveyed, 74% takes care of their children themselves. This is evidence that a lot of mums in Thailand 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, 58% of mothers in Thailand shop for products and choose the brand of products themselves.
Gadget ownership of Thailand’s digital mum survey respondents
90% of mothers in Thailand owns a smartphone, while 26% owns either a desktop or a laptop, which makes their gadget ownership fairly low (when compared to other countries in the region). Among these smartphone owners, 31% uses Samsung, making it the top owned smartphone brand in the country for Thai mums.
Half of Thai digital mums rely on mobile data for their daily internet needs, while half use fibre internet
Around half of Thai mums rely on mobile data for internet access at home, while most of the other half relies on Fibre internet. Even though their gadget ownership is slightly lower than other countries in the region, Thailand has one of the biggest percentages of mothers that have already adopted fibre internet connection.
In relation to this, the top used telecom brand by mothers in Thailand is AIS which is used by 44% of our digital mums.
Internet use of Thailand digital mums
Around 60% of mums in TH 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 60% more Thai mums residing in Greater Bangkok that surf the internet at night than mums in other areas. 40% of Greater Bangkok mums also surf the internet more in the morning.
While on the internet, these mums use social media the most, with an average daily use of 4 hours per day.
Social media usage among Thailand mothers
Mothers in Thailand use Facebook the most. 92% of these digital mums use Facebook, while 83% use Instagram, and 64% use Youtube.
These mums’ internet usage is fairly high and they make sure that they don’t stay behind trends. A good 53% of these mums use the more youth-oriented app, Tiktok.
When they are on social media, mums like posting photos/videos the most. In the past 3 months, 79% 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.
Many mums in TH don’t use food delivery, transport, and healthcare apps
35% of mothers don’t use food delivery apps and 62% do not use transport apps. While 43% of Thai mums are still reluctant to use healthcare apps!
Mums will continue to shop online even after the pandemic
After the pandemic, Thai mothers are expecting to still continue online shopping regularly. 66% are firm about this. 17% will reduce online shopping and 16% are not yet sure. Only 2% of moms in Thailand are going to stop online shopping post-COVID.
The majority of mums use Shopee for online shopping
96% of Thai mothers are online shopping. Many of these mums prefer to use Shopee for online shopping. 71% of them do! While their second favourite is Lazada at 25%.
Mums like checking product reviews and compare prices before buying online
When buying online, mums in Thailand 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.`
Thai 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.
Mums in Thailand are catching up to the usage of streaming platforms
Although 69% of mums in the country are not yet subscribed to OTT apps, 31% are catching up and the numbers continue to grow with time. Of these OTT users, 29% are subscribed to Netflix which makes it the top used streaming platform for mums in the country, but LineTV (27%) and Youtube Premium (23%) are not far behind.