AMONG most Filipino households today, kids are not the only ones hooked to the modern digital technologies—even their parents, especially the mothers, now juggle between their nurturing role at home and active engagement with their peers and communities, an Asianparent Philippines study revealed.
Based on the results of its 2019 Philippine Digital Moms Survey, the parenting app bared that maternal heads of the family have evolved from being merely plain housekeepers to empowered digital homemakers, who have the authority to decide on family matters at their fingertips.
So who are the digital Filipino moms? The study showed that they are in their 20s—very young yet dynamic. In fact, 64 percent of 1,038 respondents are millennials, or those at the age of 21 to 30. About 32 percent of them are between 21 and 25, and 13 percent are as old as 26 to 30.
More than half or 55 percent of those who were surveyed in the app are pregnant, with majority of them in the first trimester. Those who already have a child are at 45.13 percent, while those with at least two kids are at 25 percent. Age-wise, 62.8 percent of them have little ones who are very young at 0 to 3 years old, while 37.2 percent are already 4 and above.
The subjects of the research mostly finished their tertiary education at 65.2 percent. High-school graduates, on the other hand, are almost 19 percent. Having their own family, though, did not hinder them from pursuing their chosen career. Around 33.94 percent of them are working full time, while 55.73 percent are “stay-at-home moms,” or SAHM, so as to still take care of the house.
Given these profiles, theAsianparent Philippines Regional Head of Content Carla Perlas described them as educated, smart and wise.
Digital-savvy
ONCE a woman becomes “familied,” one would assume that all her attention would be focused on her husband and children. This, in turn, will keep her away from her parents, siblings, and even circle of friends.
Nonetheless, theAsianparent Philippines found it the other way around. The study actually discovered that they remain connected to them online and at a longer duration. To wit, about 31 percent of the respondents shared that their screen time has rather increased by 4 hours after becoming a mom.
“Their preferred mobile communication is messaging apps at 62 percent,” Perlas said after sharing the survey results during a forum dubbed “Tap Into Moms 2019” held recently at the Bonifacio Global City in Taguig. “They are online when the kids go to bed. That’s at 9 p.m.”
MK Bertulfo of Filipina Homebased Moms, an online community with over 165,000 members here and abroad, is among the 28.08 percent of survey participants who agreed with the time for moms to go online.
“9 p.m. is the scheduled posting of the Facebook webinars, or trainings that we do for them, and there are a lot who really watch them at that time,” she said in mixed Filipino and English.
During this period, 33 percent of mothers engage with fellow moms through the app’s community feature or on social media. With this in mind, Perlas advised brands, partner agencies and even mom-entrepreneurs that “this is the best time to do” their online campaign or selling activities.
The other habits of cybermoms are visiting parenting sites (28 percent) and shopping online (16 percent). The leading social media or app they use is Facebook at 33 percent; followed by theAsianparent app, 31 percent; and Instagram, 27 percent.
“In fact, resource of parenting news and information primarily comes from social media and Facebook groups,” the regional head of content explained. “Forty-six percent of moms claim that that’s where they go to for parenting information, followed by, of course, parenting apps at 27 percent, and then friends and family only account for 10 percent.”
Tap to shop
SHOPPING for the digital Filipina mothers is as easy as a click of a button. When analyzing the purchase behavior of the survey participants, theAsianparent realized that they are still experiential shoppers.
Fifty-seven percent of moms continue to go to physical stores to buy things the family needs. Topping the list of their preference are malls at 45 percent as groceries and supermarkets account only for 33 percent. Close to three-fourths or 70 percent frequent there to buy baby products.
While the brick-and-mortar strongly appeals to them, it’s still notable that 43 percent do shop online, with 30 percent of the respondents buying baby essentials. Their go-to e-commerce sites are Shopee at 55 percent; Lazada, 33 percent; and Facebook Marketplace, 5 percent.
Per the research, it’s really the benefits and the actual use of the product (55 percent) that drive them to purchase. Promos and discounts (22 percent) also attract them to purchase items.
Looking at their shopping carts, diapers (48 percent), baby clothes (20 percent) and milk (15 percent) are the top three items moms prioritize to buy. Sixty-six percent of them purchase them in bulk during sales.
When it comes to settling the bill, 75 percent pay in cash, whether shopping online or offline. Only 7 percent of moms use GCash and 5 percent swipe credit cards to pay for their purchases.
“That’s why we go to the actual stores or pay cash on delivery. It’s very reflective of our society,” Perlas said of the usual mode of payment in the country.
Since P30,000 is the average household income of 53 percent of respondent-moms, they always make sure that whatever they buy is worth every cent, she pointed out. She explained that they’re not going to purchase something “because it looks nice or everyone else is buying it,” adding that they do research prior to shopping because they really have to “budget the income that they have.”
This holds true for celebrity mom LJ Reyes, who does her homework well prior to going to the store or purchasing on the Web. She said: “I am naturally inclined to researching on everything I purchase, so I have the right information.”
Chief household officer
FILIPINO moms are on top of their game when it comes to making the right decisions for the family. As shown in the study, 88 percent of participants shared that they make the biggest buying decisions in their household, especially when it is for the baby. Only 9 percent actually let their partners choose what is best for their children.
Candice Venturaza, also of theAsianparent Philippines, is an example mom who usually has the final say on family concerns. She just recently exercised this when they transferred to another abode.
“We currently live in Taguig. My son studies in Greenhills. He is tired of traveling. My husband’s solution is to hire a driver. But I declined. I decided to move to another house near the school because I don’t want my son to have difficulty in traveling,” she said.
Sharing the same attribute with her as the family’s decision maker is Bernadette Zulueta of Millennial Moms PH. She has shown her decisiveness, for instance, when they purchased a car and academic plan for their children.
“Given the Car Seat Law and I have two kids, so we need two car seats. Then, I also need a space for the two strollers at the back. A sedan will not fit a family of four, so that’s why we actually invested on a bigger car,” she said. “The second decision-making I made was when we invested on education. I think I had the final say on that. I actually just laid down all the options to my husband.”
Because mothers like them call the shots when it comes to everything about taking care of their family, it’s just right to call them the “chief household officer,” or CHO.
“I think moms like me can be really considered as the CHO. Why? Because I think the digital moms nowadays are really the queens of their own homes. They’re very hands-on, especially the millennials. They also want to be part of everything in the house,” Zulueta stressed.
As a flagship brand of multinational tech and digital publishing company Tickled Media Pte. Ltd., theAsianparent reaches more than 25 million users a month on its website and app. It is available in 12 languages in 13 countries.
In the Philippines, it has grown to have 3.5 million unique views on its portal and more than 200,000 active users on the app, making it the leading parenting platform in the country.
Image credits: Rudall30 | Dreamstime.com, Skypixel | Dreamstime.com
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