Digital Mum Survey 2021

Indonesia
April 2021

#1 parenting app in Southeast Asia

01

Demographics
 Where do mums in the community live?

Medan Jabodetabek
2% 55%

Bandung
6% Surabaya Others
7% 31%
Base: 670, All Respondents
 Occupation
Education Employed 39%

JuniorHigh & below 1% Business Owner 33%

High school 17% Housewife 28%

Vocational School 9%

Diploma 28%
Monthly Income of HHs
Undergraduate 29%
3,000,000 & below 24%
Specialist 8%
3,000,001 - 5,000,000 18%
Master’s degree & above 8%
5,000,001 - 7,000,000 13%

7,000,001 - 10,000,000 21%

Above 10,000,000 24%

Base: 670, All Respondents Household income above IDR 7 Juta- Affluent Households
Household income IDR 7 Juta or less - Low income Households
 Age distribution 86% of audience are mums with….

21-25 years old 20%

26-30 years old 53% 64% 27%

31-35 years old 21%
1 Child 2 Children
36-40 years old 5%

7% 2%

3 Children More than 3

27% of our audience are pregnant

Base:670, All Respondents
 Age of child

28% 16% 67%

0-6 7-11 1-3

months old months old years old

25% 11%

4-7 >8
years old years old

Base: 602, Mums with children

 Trimester

23% 44%
1st trimester 2nd trimester
Parenting Status
First time pregnant 15%

Have kids not pregnant 73%

Have kids & Pregnant 13%

Base: 670, All respondents 33%

3rd trimester
Base: 183, Currently pregnant mums
Mums are caretakers & decision makers as well

Which one of the following statements best describes how

Who takes care of your child most of How involved
your involvement are mums
in household when
shopping shopping
for in general?
the time? for products in general?

I choose the brand,

I take care of the kids myself 75% but someone else
buys it for me
My husband / spouse 4%
Other family members (in-laws, sisters, parents etc) 15%

Day care 0%
79% 19% 2%

Nanny / maid 4%
I buy it myself,
even if I don’t
Other 2% always choose the
brand
I buy it myself and
I choose the brand
Base: 602 , Mums with children Base: 670, All Respondents
 02
Smart Devices Owned &
Preferred Telecom Provider
 Smartphone has universal ownership

More than one half of mums own a laptop however few mums own other smart devices.
Android phone prevails among Indonesian mums.

Smart Devices Owned Most often used - Mobile Brand

Smartphone 97% 32%

Desktop / Laptop 55% 25%

Tablet 15% 17%

13%
Smartwatch 12%
8%

Other Brands 6%

Base: 670, All Respondents

simPATI preferred network provider for ID mums

One half of ID mums rely on mobile data for internet access at home, higher
among Gen Z mums

Most often used - Telecom Brand

41%

12%
Use mobile data only Standard Internet

12% 46% 60% 42% 14% 12% 14%

11%

9%

6% Fibre Internet Other

Other 35% 23% 39% 5% 5% 5%

9%
NET Gen Z Millennial

670 135 527

Base: 670, All Respondents

03
Internet surfing
When do mums use internet &
how long?
 ID mums surf the Internet whenever they can catch a break

Mums are active online: before sleeping (night) & in the morning before the day (especially for working
mums). Advertisers looking to connect with mums online- night & morning slots could be quite productive.

71 70 63 56 40 40 19 17 12 14

Weekday

Weekend

During breaks- Before bed - In the morning While watching TV While working
office/household (night) before starting
the day

More millennial mums (80%) use the Internet (weekday/weekend) before sleeping (night) as compared to Gen Z
mums (20%).

Base: 670,
780, All Respondents
 Average time spent daily
on each activity Weekday/Weekend

3hr
Social Media
Mums spend about 5 hours per day
on Social Media & Messaging apps.

Mums also spend 2 hours watching

TV/online content. 2hr
Messaging / Video call

1hr 2hr
Playing games TV / Streaming online

Base: 670, All Respondents

 04
Social Media
Apps Used & Online Activities
 Whatsapp is the leading messaging app
Zoom & Telegram are other preferred messaging/video call apps
Mums have presence across all social media platforms: Instagram, FB & YouTube.
Close to one half also active on Tik Tok

Average time spent daily (Hrs) Average time spent daily (Hrs)
Messaging/Video call 2:00 Social Media 3:00

96% 60% 50% 95% 85% 83% 46%

Social Media apps used

Messaging apps used

Whatsapp Zoom Telegram Instagram Facebook YouTube Twitter

35% 23% 6% 45% 23% 22% 9%

Facebook Tik Tok Linkedin Pinterest Others

Messenger Line Others

Base: 670, All Respondents

 Mums love sharing pictures/videos on social media
More than 50% of mums also look for product reviews & like to review products as well

Parameters for ensuring authenticity

Activities done on Social Media in P3M of social media page before purchase

Posted pictures/videos 84% Blue tick (verified) on page name 65%

Base: 670, Social media users

Searched for reviews of product/service 64% Number of followers 60%

Reviewed products Number of posts

51% 45%

Bought items from seller’s page Years in the business

34% 41%
Posted items for sale on Facebook Government approval certificates
31% 23%

It’s essential for companies to pay heed to consumer reviews on social media as more than one half of mums are looking for it,
on which their future purchase decisions would be based.
 05
Online Shopping
Apps used, Frequency & Expenditure
 Nearly all mums shop online & the majority use Shopee most
often followed by Lazada

Usage of online shopping apps Most often used Shopping App

80%
97% 3%
Yes No

10% 2% 8%
others
Base: 670, All Respondents Base: 670, Online Shoppers
 Mums shop online 3 times in a month
Major chunk of shopping involves baby products &
products for herself- clothes & makeup Categories shopped online in P6M
For Baby 82%
Baby Clothes & Diapers 60%

Baby Care - Oil , Creams , Shampo 59%

Baby play toys / games 42%

For Mum 81%

Makeup & accessories
55%

Clothes (not baby) 52%

Health & supplements

39%

Online Shopping Frequency

(times in a month) 3 For Household
Groceries
54%
38%

Home appliances 20%

Base: 650, Online Shoppers

 No. of times shopped online (Out of 10 shopping occasions) in P6M

Baby Clothes & Diapers

Baby Care - Oil , Creams , Shampo

For Baby
Baby play toys / games

Baby Food - Solids , Formula Milk

Health & supplements

For Mum Clothes (not baby)

Makeup & accessories

Groceries
Consumer electronics (smartphones)
For Household
Sports items

Base: mums who shop respective category online

 Due to pandemic, more than 60% of mums have increased their
online purchase of health & supplements and grocery.

% of mums increasing online purchase of categories For Baby

41% 41% 42%

Baby Clothes & Baby Care - Oil , Baby Food - Solids ,

Diapers Creams , Shampoo Formula Milk

For Mum For Household

64% 28% 60%

Health & Clothes (not Groceries

supplements baby)

Base: mums who shop respective category online

 Activity before purchasing online
Check reviews on
Compare prices on other Check with friends
product page on E-comm
platforms and family
sites
84% 74% 19%

Mums follow two step

process before buying online

1. Product review check on

social media & eComm sites

67% 63% 2. Price comparison with both

retail stores & other eComm
Check reviews on Compare prices with platforms.
social media offline stores
Base: 650, Online Shoppers
 Future intention - online shopping

54% 31%
I will continue to I will reduce
shop online shopping
online

1%
I will stop
shopping
online

14%
Don’t know /
not sure

Base: 650, Online Shoppers

06

Other Apps Usage

 Only one third of Indonesian mums use OTT apps
Netflix is the preferred streaming platform

Usage of OTT apps

47%

Most often used streaming platform

34% 66% 9% 6%
Yes No
others

Usage higher among working mums (25%) as compared

to housewives (10%)
4% 12%
20%
Base: 230, Respondents who use OTT services
Base: 670, All Respondents
 Majority of mums pay for OTT subscription & close to one half
are recent subscribers (used for less than a year).

Subscribe or Share? OTT App usage duration

OTT app usage duration

Less than 1 year 46%

1- 2 years 38%
81% 19%
I pay for I use someone 3 - 4 years 11%
the app else’s
subscription 4%
More than 4 years

Base: 230, Respondents who use OTT apps

Majority of mums use online parenting apps to track child & pregnancy
development & seek advice from fellow mums.
Reasons for using parenting apps

Tracking child development

62%

Tracking Pregnancy 56%

Get advice from community 41%

Participating in polls and surveys 40%

Contest and rewards 35%

Get recipes for children 24%

Medical Information 18%

Base: 593, Respondents who use parenting apps

 Majority of mums use e-wallet apps, OVO, ShopeePay &
gopay are the top most often used e-wallets.

Usage of E-Wallet apps Most often used E-Wallet

12%
No
35% 29%
88%
Yes

2% 21%
others
Usage is higher among Millenials (90%) & working
mums (89%) as compared to other mums

9%
Base: 670, All Respondents
4% Base: 469, Respondents who use e-wallet apps
 Majority of Indonesian mums use food delivery, ride hailing & healthcare
apps. Adoption of e-consultation apps is high, as compared to its SE Asian
neighbours
Most often used Most often used Healthcare /
Food delivery apps Transport apps E-Consultation apps

1% 46% 2% 23%
50% Others Others
Alodokter

10% 10%
Don’t Use Don’t Use
food 17% e-consultation
delivery app Don’t Use app
Transport app
36%
Halodoc

39% 35% 14%

7%
GrabHealth
9% Other
KlikDokter
Non users of such apps comprise more of young mums,
mums in Non-NCR regions & housewives

Base: 670, All Respondents

Executive
Summary
Key Takeaways
When to communicate with mums:

Mums are active online: before sleeping (night) & in the morning before the day starts (especially for
working mums). Advertisers looking to connect with mums online - night & morning slots could be quite
productive.

Where to communicate with mums:

Mums are spending 5 hours daily on social media & messaging apps. Among social media apps, mums
spend the most time on Instagram followed by Facebook & YouTube.

Social media, not just about sharing pictures & videos but much more:

Apart from sharing pictures & videos, mums engage in multiple activities on social media. More than one
half of mums searched for consumer reviews & reviewed products.

Companies should pay attention to consumer reviews on social media as 64% of mums search for them.
These reviews by others might influence their future purchase decisions.
Key Takeaways
Baby products are quite popular in online shopping:

Mums shop online 3 times a month & majority shop for baby products (clothes, diaper, baby care etc),
followed by makeup & clothes for herself . Shopee is their go-to online shopping channel.

Due to the pandemic, more than 50% of mums increased their online purchases for health supplements
& groceries.

More than half of mums are likely to indulge in online shopping (like they do now) in the future
Covid-free environment as well.

Bargain Hunters:

Mums in ID get the title of ‘Bargain Hunters’ as more than 60% of mums do price checks across platforms,
online as well as offline. They may switch between different channels (different e-comm platforms or
online and offline) if they can get a better deal elsewhere.
Key Takeaways

Parenting app, every mum’s trusted companion:

The majority of mums use parenting apps for tracking child/pregnancy development & seeking advice
from fellow mums. From earlier studies we observed that for baby products, mums always sought
recommendations from mum’s community.

Companies looking to engage with mums can reach out TAP & our teams can provide multiple avenues to
connect with the target audience.
THANK YOU
Prepared by:
Regional Insights Team

[email protected]

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Other Questions
For INTERNAL Information
 Close to half of mums buy insurance & majority buy health
insurance. one third of mums have insurance from BPJS.

Brand of Insurance purchased

47% Insurance
Purchased 53%
Yes No

31% 14% 11% 7%

Type of Insurance purchased

Health Insurance 84%

Life Insurance 24% 42%
Education 15%
Others
Retirement 14%
Others 2%

Base: 228, Respondents who buys insurance