Digital Mum

Survey
Indonesia 2022
June 2022

#1 parenting app in Southeast Asia

Table of Contents

Demographics 6

General app usage 11

Social media apps 19

Online shopping apps 28

Online TV apps 49

Other apps 54

Call to Action 59
 What is DMS?

Digital Mom Survey (DMS) is one of “theAsianParent” syndicated reports

that will be held annually starting from 2021.

The report consists of key information covering moms’ behavior towards

digital media as part of moms’ primary source of information and
understanding of their daily activities.

Following aspects were tracked to see how much digital media has
impacted moms daily lifestyle

3
 Asking the right information

Digital media usage Area of interest with Online shopping Recent popular Apps
behavior digital media behavior behavior

What time do they usually What are moms activities while How do moms usually shop How moms behave in recent
spend on digital media? using social media? online? What are the steps? online TV streaming?

How do moms usually spend Which of social media content Do moms usually planned their How moms behave in recent e-
their time in digital media? moms like the most? online purchase? consultation Apps?

What are the trends of gadget What Apps do moms prefer Which of online shopping Apps How moms behave in recent
usage this year? while using social media? do moms usually use? transport/delivery apps?

Which contents are currently What products do moms

popular for moms this year? usually purchase online?
4
How do we collect our data

Questionnaire Deciding target Launching Validity check Report publication

Development respondent survey to our before launching to general
community reports audiences
platforms
The timelines

DMS 2021 DMS 2022 DMS 2023

(Feb-Mar) (Feb-Mar) (TBA)
N=670 N=1035

5
01
Demographics
 Where do they reside?
Jabodetabek
Medan
34%
2% Bandung Bali / Nusa Tenggara
6% 2%

Others
Yogyakarta North area 8%
6% Central area 33%
East area 3%
Malang
Surabaya
2%
4% *North area: Sumatera, Kepulauan Riau
Central area: Jawa, Kalimantan
6
Base: 1035, All Respondents 2022 East area: Bali, Nusa Tenggara, Sulawesi, Papua
 Majority of the respondents were first time moms, pure
housewife and belonging to SEC middle

Occupation Monthly Expenditure

19% 11%
SES A
Employed
26%
10% SES B
Business owner 50%
SES C
71% 13%
Housewife/Unemployed SES D

Age groups Parenting Status

21%
18 – 24 years old 66%
47% First time mum
25 – 29 years old
24%
30 – 34 years old 34%
8% Experienced mum
35 – 40 years old

7
Base: 1035, All Respondents 2022, 100% caretaker of child
 Age of the youngest child
(amongst those who have children)

29% 20% 38%

0-6 7-11 1-2

months old months old years old

10% 2% 1%

3-4 5-6 >7

years old years old years old

Base: 1035, Mums with children 2022 9

02
General app usage
 What are moms device usage?
Significant decrease in desktop/laptop usage observed this year by the moms, most likely
driven by the factors of recent study-at-home policy from their children.

Ever Used Device

97% 99%

55%
Based on 2021
35% ↓
29% Based on 2022
26%
15% 12%
6% 6%
n/a n/a
Desktop / Smart/Android
Smartphones Regular TV Tablet Smartwatch*
Laptop TV

*Small base
NOTE: Regular TV (TV without built-in Android / company-owned apps); Smart

11
TV (TV with built-in Android/company own apps)
N=670 (all respondent 2021), N=1035 (all respondent 2022)
↑↓ Significantly higher / lower compared to previous year with 95% confidence level
Q: Can you please tell me which of these devices you own for yourself?
 Which smartphone brands do moms use most often?
Vivo is seen to have a gradual increase on its users this year, while the majority are
still opted for Samsung and Xiaomi. However, iPhone has been gradually declined.

Smartphone Currently Used

Based on 2021
32%
Based on 2022

24% ↓ 25% 24%

17% 17%
↓
13% 13%

8% 8% 7% ↓ 6% 7%

n/a

N=670 (all respondent 2021), N=1035 (all respondent 2022) 12

Q: What is the brand of your smartphone that you are currently using?
 Which service providers do moms often use?
The recent news of Indosat acquisition with Tri successfully may have contributed to the
increase of its users in 2022. Also, mobile data is much preferred than internet-at-home

Current Internet Provider Current Internet Usage Type Based on 2021

Based on 2022

41%
39%

51%
46%
26%
23% 35% 37%

15% 14% 15%

12%
9% 14%
7% 8%
5% 4%

Telkomsel Indosat XL Axiata 3 (Tri) Others Use mobile Fibre Internet Standard Others Home
Ooredoo Providers data only Internet Internet

n=670 (all respondent 2021), n=1035 (all respondent 2022)

↑↓
13
Significantly higher / lower compared to previous year with 95% confidence level
Q: Which service provider are you using for your primary/main phone? | Q: What home internet are you currently using mostly?
 Price sensitivity might be one of many factors

Based on trends Based on the package service value

Provider Detail Paket Masa Harga

RESEARCH ARE OUTSIDE OF THIS STUDY

Aktif
Telkomsel Kuota Internet 1,5GB 30 hari Rp 60.000
*Kuota Internet (lokal) 8,5GB
Kuota Sosmed 8GB
WhatsApp, Line, Zoom,
TikTok, Facebook, Instagram,
MusicMAX, GamesMax
*besaran kuota tergantung wilayah

Indosat Kuota Utama 18GB 30 hari Rp 60.000

*Based on Google Trends, 2022
Nelpon ke IM3 dan Tri
sepuasnya

From Jan 2021 – Jan 2022, Indosat reached the highest Tri (3) Kuota utama 24 jam 30 hari Rp 50.000
trend point on January 2-8 2022. During that period, (2G/3G/4G) 2GB
Indosat and Tri had a merger on Jan 4, 2022. Kuota 4G 24 jam 8GB
*Based on Telkomsel, Indosat, and Tri official website

With a similar price, Indosat is offering the largest internet quota, but
this must also taken into consideration the internet speed that every
provider provided and benefits that each user with different needs.
13
 Average time spent on daily activities
Social media usage have increased this year with an average of 3 hours for both weekdays
and weekend, while online TV streaming spending is seen to be much lower.

3.5hr 3.8hr
16% 18%
Higher than
Higher than 2021
2021
Social Media
“On average, moms Social Media

1.4hr 30%
1.5hr 28%
spend about 6 hours Online TV
Streaming
Lower than
2021
Online TV
Lower than
2021

a day on media Streaming

usage”
1.6hr 1.7hr
Traditional TV
Traditional TV

Meanwhile, online TV presence 0.8hr 0.9hr

Live Streaming Live Streaming
is seen as high as traditional TV

Weekdays Weekends

Base (N=1035; all respondent 2022) 14

Q: How many hours do you spend on weekends on each of these app categories? | Q: How many hours do you spend on weekdays on each of these app categories?
 What time do moms surf and browse internet?
While mums were active at different times throughout the day, 7-9 PM would be the best time
to engage during the weekdays and later at night at 9-11 PM during the weekend.

Before 6am 6-8am 8-10am 10am-12pm 12-2pm

24% 19% 19% 18% 27% 28% 33% 31% 27% 27%

2-5pm 5-7pm 7-9pm 9-11pm After 11pm

18% 19% 16% 19% 36% 33% 31% 36% 13% 17%

Weekdays

n=1035 (all respondent 2022) Weekends 15

Q: What is the time that you use to surf and browse the internet on weekdays and weekends?
 Key takeaways

Moms are spending more on social media When to communicate with moms?
this year
Moms’ social media spending is seen to increase by around 10% Night time starting at 7-11 PM would be the best time for
this year with social media browsing for 3.5hours a day. advertisers to connect with moms online.

Key implication: Key implication:

• Advertisers need to pay attention to moms’ shifting behavior in • Placing relevant and engaging content to catch moms’
social media spending with the increment observed this year. attention during night time as they have just finished their
• Increasing investment in social media would be an opportunity chores and having relaxing personal time.
to boost awareness and engagement.
03
Social media apps
 In 2022, moms are still enjoying as content creator
The amount of moms that enjoying as creator content is similar (with 83%) against last year.
Increment has been observed with moms taking their time to browse on social media before
making any online purchase.

83% 85% 66%

Moms actively Moms casually Moms are using
creating browse social media as
something on something on secondary
their social their social source of
2% media apps 5% media apps 3% online purchase
Lower than 2021 Higher than 2021 Higher than 2021

N= 1035 (social media users 2022) 18

Q: Please select all the actions that you have done on social media in the past 3 months?
 Stories and reels as the most preferred content by moms
Majority of moms loves to see and engage with Instagram stories and reels this year.
They have also posted stories frequently in their Instagram feed together with pictures/videos

Types of posts mom upload on social media Types of posts mom viewed on social media

Posted picture / videos 64% 66%

Instagram Stories

Posted stories 63%

Instagram / YouTube Reels 53%
Posted reels 36%
Short videos on TikTok 39%
Doing live stream 30%

Posted an items / product on their Watching livestream on social media 35%

11%
social media

N= 1035 (social media users 2022) 19

Q: Please select all the actions that you have done on social media in the past 3 months?
 Also, not neglecting the product placement in social media
At least 48% of moms have seen the product in social media and 32% of them seeking for
any product reviews through social media as well

Type of activities in social media

Looking at product on social media 48%

Searching for reviews of product / restaurant 32%

Ever clicking on an Ad in any social media 29%

Buying items from merchant's social media page 25%

Reviewing any of products 17%

N= 1035 (social media users 2022) 20

Q: Please select all the actions that you have done on social media in the past 3 months?
 Short video content are the best option to scale up viewers
As moms would love to keep their sound on when watching videos; hence, it is important to
have good voice over or music in social media ad placements to draw moms attention.

Most liked advertisement Preference of switching the sound

when watching videos on social media

40% 56%
Video (shorter than 20 sec)
I keep the sound on most of the time
27%
Images
22% 41%
Video (shorter than 2 minutes) Sometimes I keep it on, sometimes I keep it off
7%
Blogs/articles-display ads 3%
4% I keep sound off most of the time
Video (longer than 2 minutes)

n=1032 (social media users 2022)

Q: Out of the different formats, which format of the advertisements do you like the most?
Q: When you watch videos on social media, do you switch on the sound?
21
 More moms are seeking holiday-related content in 2022
Advertisers should pay attention in behavioral changes during pandemic as more moms
are now seeking holiday-related content with Traveloka as their preferred travel app

78% Parenting tips

Contest/
51% Giveaways
Poll: Which travel apps
do you prefer most?
Top 5
Holiday
preferred 46% 80%
related content
content
18%
43% Info on Promotions/ n=185 (Quickpoll Survey Results)

Discounts

35%
Inspirational
Quotes

n=1035 (social media users 2022) 22

Q: Please select the top 5 kinds of content you would watch/ enjoy?
 Pinterest and Linkedin have also been downloaded by moms
Aside from popular social media apps, it is also interesting that some of the moms are
looking up Linkedin and Pinterest as part of their consideration set

Social Media apps used

94% 87% 84% 24% 15%

Instagram Facebook Youtube Pinterest LinkedIn

44% 60% 17%

Twitter Tik Tok Others

N=1035 (social media users 2022) 23

Q: Please select all the Social Media apps that you currently downloaded?
 Instagram attracts more engagement
Instagram is counting as the most-often used social media app. Furthermore, Facebook and
Tiktok still able to engage with moms

Most Often Used Social Media 69%

16%

8%
N=1035 (social media users 2022) 6%
Q: Please select the social media app that you use 1% 24
most often?
 Key takeaways

Moms still enjoying creating Short-video advertisement Scale up holiday-related

content this year is key content, if possible

Moms loves to share their experiences, Short-video content is preferred against Aside from parenting tips and giveaways,
photos and product reviews, which they other types of advertorial content. moms are also enjoy seeing holiday-
are still enjoying as creator content (with Majority of moms also prefer turning on related content on their social media
83%) their sound when looking at this content. platform.

Key implication: Key implication: Key implication:

• Good opportunity for advertisers to • Advertisers should prioritize short- • Worth for the advertisers to scale up
amplify their brands in parenting video content to leverage their users content related to holiday activities or
community platform, as moms are now together with the incorporation of good destinations that may draw viewers.
acting as an influencer that could help voice over (VO) / ambiance music in the
in promoting the brands. campaign / ad placement.
04
Online
Shopping Apps
 Online shopping usage
Although majority of the moms still use e-commerce; however, there has been a slight decline
on usage rate against last year, which is most likely driven by eases of social restriction that
allow moms to start offline activities

Do you shop online through e-commerce/

brand’s website?

2021 97% 3%

5%
Lower than
2021

2022 92% 8%

Ever Used Never Used

n=670 (all respondent 2021), n=1035 (all respondent 2022) 27

Q: Do you shop online through e-commerce/ brand’s website?
 Research will be done by moms before they purchase
any products online
Majority of moms (more than 90%) are taking their time for research and reading reviews
before purchase any products online

97% of moms would do some 91% of moms would see

research before buying online reviews beforehand
Base: 954 (those who shop online) Base: 924 (those do research before purchase online)

28
Q: Do you usually do some research for baby product you want to buy online? | Q: Please select top 3 steps that would take before buying product online!
 Only 9% of moms would also look the product in physical
form before decided to purchase online
When it comes to online purchase, reviews plays an important role (with 92%) against
comparing prices (with 53%).

53% 31%

9%
Will compare Will seek
prices recommendation

Will see the

91% of moms would see

30% 31% product offline

reviews beforehand
Base: 924 (those do research before purchase online)
Will check Will check other source
official websites of Information

29
Q: Do you usually do some research for baby product you want to buy online? | Q: Please select top 3 steps that would take before buying product online!
 Nearly half (42%) of the purchase is planned by moms when
decided to buy online
However, only 8% of moms are impulsively purchase (unplanned) the product through
online platforms.

How do moms purchase product online?

42%
50%
Always Planned
their purchase
Sometimes
Planned & 8%
Unplanned Purchased their
brand Unplanned

n=954 (those who using online shopping App / Purchase Online)

Q: Please select all the statements that describes how you often end up buying something for your baby product online
30
 Unplanned purchase required seeking more reviews, while
planned purchase would seek more product information

Planned Unplanned
Total
Purchase Purchase
Base 551 231 44
1- 2 blogs/articles 36% 43% 60%
3-4 blogs/articles 51% 45% 30%
5-6 blogs/articles 8% 7% 10%
More than 6 blogs/articles 5% 5% 0%
Average no. of blogs/articles 3.1 3.2 2.5
Base 761 319 61
1-5 reviews 35% 43% 37%
6-10 reviews 38% 34% 41%
11-15 reviews 10% 10% 4%
More than 15 reviews 17% 12% 18%
Average no. of reviews 7.9 7.2 7.9

n=954 (those who using online shopping App / Purchase Online)

Q: Please select all the statements that describes how you often end up buying something for your baby product online
31
 Moms prefer to purchase in online shopping platform
Rather than spending more investment on selling the products in the website; hence, it is
better for having improvement on the sales channel that moms usually visit.

Where do you usually buy the items when shopping online?

Base – 2022: 954

98%
2%
Usually bought their products
through Online Shopping
Platform (e.g. Lazada,
Shopee, Tokopedia, etc.) Would purchase through other
platforms (brand websites, social
media, etc)

n=954 (e-commerce users 2022)

Q: Where do you usually buy the items when shopping online?
32
 Tokopedia is seen to acquire more moms this year
While Shopee still dominates online shopping app used by the moms; however, Tokopedia
is seen to gather more users in 2022.

98%
95% Ever Used Apps

65% 2021
56% 2022
50%
45%

20%
15% 16%16%
8% 8%
4% 1%

Others

Shopee Tokopedia Lazada Blibli Bukalapak Zalora Others

Base: N= 650 (2021) N=954 (2022); e-commerce users 2022 ↑↓ Significantly higher / lower compared to previous year with 95% confidence level 32
Q: Please list down the Online Shopping apps that you currently have downloaded ?
 Electronics are more popular in Tokopedia
In 2022, there has been an increase among moms that purchased consumer electronics
in Tokopedia against other products in the past 6 months.

Shopee Tokopedia Lazada Apps Used Most Often

87% 89% 86%

Category purchased in P6M

NETT - Household Products 66% 75% 66%
80% 80% 76%
75%
66% 66% Household necessities 42% 50% 36%
Groceries 29% 38% 20%
Home accessory items 27% 31% 37%
Consumer Electronics 13% 21% 11%
Significantly higher compared to others
Self Care Product Household Product Baby Product

Category Purchased in the Past 6 Months

Base=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
33
 Tokopedia Electronic Campaign
RESEARCH ARE OUTSIDE OF THIS STUDY

Tokopedia has “Electronics

Pilihan” section which appear
frequently on their main page.

Tokopedia had also affiliated with

Indonesian Youtuber “GadgetIn”
which has more than 9M subs to
Tokopedia promotes electronic help promote Tokopedia app and
campaign by holding a giveaway campaign.
“Tukar Tambah" is unique
with various electronic gifts such
feature that is owned by
as household electronics and
Tokopedia where users could
gadgets.
exchange their phones easily.

34
 Nevertheless, increasing the presence in Shopee would be
the best to engage more moms in online purchases.
Similar score observed between this and last year for most often used apps by the moms

Most Often Used E-Commerce Apps

80% 82%

2021
2022

10% 10% 8% 7%
2% 1%

Others

Base: N= 650 (2021) N=954 (2022); e-commerce users 2022

↑↓ Significantly higher / lower compared to previous year with 95% confidence level
35
Q: What is the Online Shopping app that you use most often?
 Moms are also seeking more baby products this year
About 8% of increment (against last year) in baby products to be bought by moms during
the past 6 months

2021 2022

82% 90%
Baby Product
Base : 650 Base : 954

N=650 (e-commerce users 2021), N=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
36
 Category purchased online in the past 6 months
Significant increase against last year for baby clothes and diapers, which followed by baby
care and baby toys

Baby Care - Oil , Creams,

Baby Clothes & Diapers Baby Toys
Shampoo, Powder etc
60% 74% ↑ 59% 62% 42% 51%

Baby Food - Solid foods etc* Formula Milk* Baby Bottles*

28% 24% 21%

Based on 2021
Based on 2022

N=650 (e-commerce users 2021), N=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
↑↓ Significantly higher / lower compared to previous year with 95% confidence level
37
*NOTE: New added product in 2022.
 Moms’ interest for parenting tips have also increased
Moms are actively seeking information online related to baby and parenting tips. Thus, there
is a 3% increase of moms that are actively reading product reviews through social media.

2021 +65% 2022

66%
INSTAGRAM
500K+ 830K+
FOLLOWERS

Moms are using TIKTOK

social media as 11K+ 280K+
secondary
FOLLOWERS
source of online +25X
purchase
3%
Higher than 2021 More moms are seeking information about
parenting tips on theAsianparent (TAP) social
media platform

N=650 (e-commerce users 2021), N=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
38
 Besides baby products, household products have also
seen an increment this year
Derived from an increment towards home accessories items (for instance, bedding, pillow,
home decoration)

Self Care Product Household Product

2021
Base : 650
81% 54%

2022
79% Base : 954 66%

N=650 (e-commerce users 2021), N=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
39
 Types of self care products purchased online in the
past 6 months
Although self care products in category have slight decreased this year; however, clothing
(not baby) has significant increased, which probably driven by restarting of normal
activities by the moms

Self Care Product

Makeup & Accessories Health & Supplements Clothes (not baby) Skin Care Products*

55% 36% 51% 36% 39% 53% 45%

Based on 2021
Based on 2022

N=650 (e-commerce users 2021), N=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
40
 Types of household products purchased online in the
past 6 months
Home accessory items have seen to increase significantly this year, which indicates more
moms are now willing to take their time to decorate or making their place more comfortable
during the pandemic.

Household Products

Groceries (fresh food / Home Accessory Items

(bedsheet, pillow, etc) Consumer Electronics* Household Necessities*
frozen food, vegetables, etc

28% 28% 20% 43% ↑ 14% 28%

Based on 2021
Based on 2022

N=650 (e-commerce users 2021), N=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
↑↓ Significantly higher / lower compared to previous year with 95% confidence level
41
*NOTE: New added product in 2022.
 How often do moms purchase baby products online?
On average, moms would purchase their baby products once a month whereas for baby foods, it
would be twice a month

Avg
Month
2022
1 2 16 33 30 17 1.0 Baby clothes & diapers

3 3 19 56 16 4 1.3 Baby care - oil, shampoo, powder etc.

2 4 13 36 26 18 1.2 Baby toys

Baby
Product 10 19 29 31 5 5 2.5 Baby food - solid foods etc.

3 16 28 46 4 3
2 Formula milk

1 4 15 30 48
0.6 Baby bottles

N=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
42
 How often do moms purchase other products online?
A similar pattern is also seen in self-care products and household items (once a month),
except for groceries, which are thrice a month.
Avg
Month
2022
4 3 14 26 27 26 1.2 Clothes (not baby)

Self-care
1 3 13 29 29 25 1.3 Makeup & accessories

product 1 3 16 44 24 13 1.1 Skin care products

3 4 12 54 18 9
1.3 Health & supplements

Avg
Month
2022
Household 17 23 23 20 8 9 3.0 Groceries
Items
1 1 9 17 25 46 0.7 Home accessory items

N=954 (e-commerce users 2022)

Q: What are the items/categories that you have bought online in the past 6 months?
43
 Key Takeaways
Moms sometimes being impulsive when Marketplace over official websites for
purchase online moms’ online purchase

Moms can sometimes be impulsive when purchasing any products Moms usually visit the marketplace over official websites for
online (with 8%). This also comes with them taking their time to online purchase. In terms of sales channel, Shopee is still
seek more reviews before the actual purchase decision preferred by moms; however, Tokopedia has seen an increased
towards electronic products purchased.

Key implication: Key implication:

• Advertisers need to ensure that positive products reviews should • Leverage collaboration to include Shopee or Tokopedia to
be delivered to increase awareness and product trial. engage more moms to purchase product online.
 Key takeaways
Review first, price comparison came in Baby products purchase have seen an
second increment this year

Majority of moms would seek more reviews before making Baby products purchase are on the rise this year as more
any online purchase than comparing prices across other moms would also seek information related to parenting apps
platforms/websites. and product reviews on social media.

Key implication: Key implication:

• Placing relevant and trusted product review information • In 2022, theAsianparent social media platform has seen an
shall be able to help moms and have a positive influence improvement and increment of around 50% of followers on
to purchase. Instagram. Therefore, moms are still relying on information
that is perceived to be relevant, inspiring and informative.
05
Online TV apps
 Despite the decrease in screening time; however, there is an
increase membership of any OTT (Online TV streaming) this year

Do you ever use any of Online TV Streaming /

Video-on-demand services?

2021 34% 66%

7%
Higher than 2021

2022 41% 59%

Ever Used Never Used

n=670 (all respondent 2021), n=1035 (all respondent 2022)

Q: Do you ever use any Online TV streaming / Video-on-demand services? ↑↓ Significantly higher / lower compared to previous year with 95% confidence level 47
 What do moms usually watch?
Drama and movies are still their favorite with an average number of content viewed as
high as thrice a week.

How often do you watch TV Streaming / Apps? What type of program do you watch?
Base – 2022: 426 Base – 2022: 426

Every day
13% 80%
Drama
16%
Comedy Specials
34%
3.5 13%
Once every 2-3 days

72%
Once every 4-6 days 18%
Avg number
Once a week of OTT viewed Documentaries
per week
Less than once a
7%
Movies
10%
week

42%
29% Reality Shows

Anime / Cartoon 9%
Variety Shows

N=426 (all respondent 2022) 48

 What TV Streaming Apps / Services used by moms?
Although Netflix still dominates TV Streaming / Apps services; however, it has gradually
declined with Vidio has now seen to acquire more of its viewers in 2022.

74%
68%
2021
2022
44%

26% ↑
16%
9% 9% 11%
7% 6% 7%
n/a

Others
Netflix Disney+ Vidio iQIYI WeTV Others

Base (N=426 (2022); N=230 (2021); (Those who use OTT services) ↑↓ Significantly higher / lower compared to previous year with 95% confidence level
49
Q: Please list down the TV / Streaming apps that you are currently subscribed to! NOTE: Disney+ are New added brand in 2022.
 Vidio’s Drama and Sport contents increase its acquisition
RESEARCH ARE OUTSIDE OF THIS STUDY

Vidio is famous for its exclusive sports content,

especially for its recent badminton match and premiere
league acquisition from Mola.

Promotional campaign regarding video original drama

Vidio is also famous for its rich FTV content that also series also one of many factors of moms would love to
align with moms’ interest towards OTT (online TV see Vidio compared with other brands.
streaming) for “Drama”.

50
06
Other Apps
 Health consultation App usage
Nearly half of the moms still using e-consultation with Halodoc is preferred and followed by
Alodokter, which recently had cooperation with Ministry of Health for covid online consultation.

2022 E-Consultation Apps

51%
Using E-consultation App
76% 62% 49% 30% 13%

OTHERS
3%

39%
3% 5% 1% 2% 1%
Lower than 2021 12%

n=554 (e-commerce users 2022) Ever Use Apps

Q: Do you usually do some research for baby product you want to buy online?
Q: Select the top 3 steps that would take before buying a product online Most Often Used Apps 52
 Why do moms using e-consultation App?
For those who use e-consultation, saving time and affordable are their key reasons.
Convenience aspect has also been mentioned with medicine directly deliver to their door step.

It saves me time 63%

Using health apps is cheaper than physical visit 36%

Our medicine is delivered directly to our house 33%

Because I live far away from any doctor and this is more
convenient 29%
Because I or my child cannot go to the doctor physically
17%
due to health issues
Because I would like to keep my doctor visits private 11%

n=554 (e-commerce users 2022)

Q: Do you usually do some research for baby product you want to buy online?
Q: Select the top 3 steps that would take before buying a product online 53
 Food / Groceries Delivery App Usage
As expected, Gojek, Grab and Shopeefood became the most used delivery apps by moms.

76%

62% 45%

54%

Most Often Used

Currently Used

27%
22%

10%
6% 5%
1% 1%

Gojek Grab Shopeefood Sayurbox Happyfresh Others Gojek Grab Shopeefood Sayurbox Others

n= 1035 (social media users 2022) n= 931 (social media users 2022)
Q: Please list down the Delivery apps that you currently have downloaded? Q: Please list down the Delivery apps that you use most often?

54
 Transport App Usage
Similarly, the most popular transport app is Gojek where 75% of the downloaded and
58% used most often.

75%

58%
61%

Most Often Used

40%
Currently Used

2% 2% 0% 1%

Gojek Grab Mybluebird Others Gojek Grab Mybluebird Others

n= 1035 (social media users 2022) n= 908 (social media users 2022)
Q: Please list down the Transport apps that you currently have downloaded? Q: Please list down the Transport apps that you use most often?

55
07
Call to Action
Where and when Baby products are Social media is now Relying on other
to communicate popular in online shifting to product reviews instead of
with moms? shopping influence checking prices

Placing relevant and Ensure the availability of Leverage social media Consumer reviews are
engaging contents on online store presence (+8% platform to build awareness, key and the role of
social media to catch increment observed against boost trial and emotionally influencers become
moms’ attention during last year) engage with moms as they prominent to engage and
night-time are now the content creator connect with moms
THANK YOU
Prepared by:
Laksamana Faishal H.
Fatih Rahmah Nurlita
Maju Widjaja

Get updated about the latest parenting industry insights.

Scan the QR code to subscribe to theAsianparent Insights
newsletter.