Connect with us



theAsianparent’s Singapore Digital Mums Survey 2019

Mothers are a highly sought after demographic for brands and businesses

Photo by Tran Mau Tri Tam on Unsplash

Did you know that Qoo10 is the top e-commerce platform for Singapore’s mums, ahead of Lazada, Shopee and Carousell? Or that a whopping 46% of Singaporean mums have a car; 63% shop online; 65% use the internet after 9 pm, perhaps when their baby is asleep; 23% are stay at home mums?

theAsianparent, a Southeast Asia’s social network and community platform for mums with a monthly network reach of nearly 30 million users has revealed insights in theAsianparent’s Singapore Digital Mums Survey 2019.

Here are some insights from its Singapore Digital Mums Survey 2019:

  • Qoo10 is the #1 e-commerce platform among Singaporean Mums;
  • Hello online shopping! 96% of them shop online at least once a month, and the top items that they shop for are children’s clothes, baby products & toiletries and clothes for themselves;
  • But brick-and-mortar stores are not dead. Mums still prefer in-store shopping for items like groceries, cosmetics and health supplements; 
  • Top considerations for purchase include price, benefits and word-of-mouth recommendations;
  • Mums are getting more tech-savvy, with an increased 38% in online activities by 1- 4 hours per day since becoming mothers;
  • Mums are night owls, with 65% preferring to go online after 9 pm.

A total of 39,039 babies were born in Singapore in 2018, per data from the Immigration and Checkpoints Authority (ICA), and it’s no surprise that mothers are a highly sought after demographic for brands and businesses. The infant formula market size in Asia alone is the largest globally and amounted to 30.35 billion USD in 2015, per Statista’s estimates. This year, the global baby care market is presumed to hit 66.8 billion USD in sales. In Southeast Asian countries such as Indonesia and Thailand, sales for baby and child-specific products are expected to reach 280 million USD and 141 million USD by 2020, respectively.

Read more on the insights here.

Sign Up for Our Newsletter

Editorial Team
Written By

Do you have an article, infographic, podcast, presentation slides, press release or a key individual from your organisation that you'd like to highlight on Marketing In Asia? Head on over to Upload Your Content for more info.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

apple laptop notebook office apple laptop notebook office

Lotame Unveils Panorama ID, The First Global Cookieless Identity Solution For A Privacy-First Open Web


crop man with dollar banknotes in pocket of jacket crop man with dollar banknotes in pocket of jacket

SquirrelSave Launches Innovative “Invest With Just S$1” Campaign, Highlighting Benefits Of Automation In Investments


man using macbook and iphone x man using macbook and iphone x

Delvify Releases ‘The SMART Guide To Visual AI’ To Inspire Next Generation Online Shopping Experiences


Pulse Electronics Switches To Rimini Street Support For Its SAP Applications


Sign Up for Our Newsletter