Understanding the digital-era mom

Ariani Dwijayanti (Google Indonesia’s Industry Analyst), explains the tren and insight about “Understanding the mom’s behaviour in digital world, in Ice Palace, Lotte Shopping Avenue, South Jakarta. (photo: IO/Raihan)

IO, Jakarta – A mom’s role in the fam­ily is irreplaceable. More than just her domestic role, moms nowadays must also understand the latest technologi­cal developments in order to help with young kids’ education. Being a mom in the digital era means that one can no longer afford to stop learning – be­cause the internet helps moms to dis­cover their potential by writing blogs, making videos, study new skills online, communicate with people across the sea, seek information, and even start internet businesses.

Based on research by Google In­donesia, nearly 60% of Indonesian citizens are connected to the internet, and nearly 8 of 10 Indonesian inter­net users (79%) use the internet daily, especially via a smartphone. And the most surprising finding is that 1 of 4 Indonesian internet users are moms. The Independent Observer team had the opportunity to hear about the lat­est trends and insight from Google Indonesia in a Google Press Briefing: ‘Trends and Insight: Understanding Mom’s Behavior in the Digital Era’ on 22 February 2018 at the Ice Palace, Lotte Shopping Avenue, South Jakar­ta.

Ariani Dwijayanti, Google Indo­nesia’s Industry Analyst, said that ‘parenting’ or ‘family’ are the most-fre­quently searched terms of moms in the millennial era when using the inter­net. ‘From 2016 to 2017, searches on “parenting” increased 26% annually. More than 50% did searches on “preg­nancy”’, she said. Other than ‘family’ and ‘parenting’, today’s moms scour the search engine for ‘cooking recipes’ to help them in the kitchen, and ‘enter­tainment’. Ariani said that moms tend to prefer to watch than create content: only a few like to make variable con­tent. ‘The search serves as a gateway or starting point for moms,’ she said.

‘Online housewives purchase more varieties of product – 3.5 times more than offline moms.’ Ariani then said that the percentage of product pur­chases is based on the fact that online moms will choose 2.3x more product types than offline moms. They also tend to buy baby care products at a size 1.5x bigger and 1x pricier. How­ever, they usually don’t change their brands easily: only 29% of online housewives are open to new brands. After study, 59% become open to try­ing new brands. These moms also watch YouTube videos to find parent­ing information and product reviews, increasing 4.7x annually.

This study shows an interesting view on how consumers seek and se­lect products nowadays. The average Indonesian internet user needs 1 week to do product research, but most re­search is made within hours or even minutes before a purchase is made. By understanding this tendency and distributing relevant messages in these crucial last moments, a brand will have the opportunity to change a con­sumer’s mind and make her want to try its products.

‘To summarize the presentation: First, moms in Indonesia are very active in the digital world. They real­ly like to consume content, whether website content or online articles. Sec­ond, 7 of 10 moms will do their prod­uct research online, i.e. by reading the reviews of these products. Therefore, it is very important that a brand be discoverable during online research, so it will be easily consumable. Third, as moms love to consume creative content, the brand has the opportu­nity in terms of increased brand credi­bility, brand relevance to the category, and mom’s interest in these brands themselves,’ Ariani said as she wound up her presentation. (Raihan Ismail)