Jakarta, February 21, 2025 — theAsianparent, Southeast Asia’s largest content and community platform for parents, has just published The Digital Mum Survey (DMS) Indonesia 2024, providing an in-depth look into the concerns, purchasing habits, and digital behaviours of today’s Indonesian mothers. With 1,000 respondents representing diverse socioeconomic backgrounds and stages of motherhood, this study offers a comprehensive view of how evolving technology is shaping the lives of modern mothers.

By employing a Purposive Random Sampling methodology, the survey ensures a balanced representation of mothers aged 18 to 45. The findings serve as a roadmap for brands, policymakers, and organizations looking to understand and engage with this key consumer segment. Nimas Kusuma, Regional Head of Research at theAsianparent, explains, “The Digital Mum Survey Indonesia 2024 aims to uncover patterns in motherhood-related challenges, shopping preferences, and digital activities to better understand the evolving role of technology in their lives, focusing on the motherhood journey, general and online purchase behaviour, digital app usage, and community engagement.”

Key Digital Engagement Insights

The latest edition of DMS reveals several pivotal trends shaping how Indonesian mothers navigate their digital world, with the notable ones being:

• Over 90% of mums engage with social media daily, with Instagram leading as the most-used platform.
• Shopee remains the top marketplace, but TikTok Shop and Tokopedia are gaining momentum.
• Parenting communities play a crucial role in purchasing decisions, with 8 out of 10 mums relying on peer recommendations.

“These insights reveal that digital engagement is no longer optional—it’s a necessity for brands seeking to connect meaningfully with mothers,” Nimas adds.

Accelerating Adoption of Digital Trends

Technology is redefining the digital habits of Indonesian mums, with notable growth in several areas:

• Parenting apps: Over 50% of mums are active users.
• Affiliate marketing: 70% of mums make purchases through affiliate links, underscoring the impact of engaging content and convenience.
• Short-form video content: There has been substantial growth in the consumption of product reviews, tutorials, and comparisons.

These trends underscore a shift towards digital empowerment, as technology continues to streamline parenting, shopping, and household management while providing access to reliable communities, expert advice, and customised solutions for Indonesian mothers.

Yet challenges endure. Many Indonesian mothers contend with information overload, counterfeit products, and delivery delays. These issues create an opening for brands to develop targeted digital strategies and community-focused approaches that accentuate credibility, convenience, and trust.

Transformative Insights into the Parenting Market

Ardyanto Firman, Head of Sales at theAsianparent, outlines the report’s key insights: “Clients are keen to understand today’s Indonesian mum consumers. Our Digital Mum Survey provides an in-depth, comprehensive analysis of their digital behaviours, preferences, and challenges – from growing trust in e-commerce and increased affiliate purchases to the reliance on community recommendations by eight out of ten Indonesian mums.” He continues, “Brands targeting mums, babies, and families stand to enhance their marketing strategies substantially by leveraging these insights.”

Rayfienta Khairunnisa, Research Executive at theAsianparent, also remarked during her presentation of DMS Indonesia at The Parentinc’s Media Day held last 21 February 2025, “The 2024 DMS Indonesia report is a catalyst for rethinking digital engagement. It uncovers emerging trends—such as the rapid adoption of short-form video content and parenting apps—that are reshaping how mothers interact with technology. These findings empower organisations and policymakers to design initiatives that genuinely enhance the digital experience for modern mums.”

###

About theAsianparent

theAsianparent is the largest parenting community in Southeast Asia with an active community of over 25 million mothers. Available in 11 languages across 13 countries, theAsianparent aims to help parents have healthy pregnancies and raise healthy, happy, confident children. theAsianparent is the flagship brand of The Parentinc, Southeast Asia’s leading mum and baby consumer goods company headquartered in Singapore. The Parentinc investors include: Vertex Ventures, Central Group, East Ventures, Fosun International, JD.com, LINE SEA Corp., Mirae Asset, Naver Corporation, and SCB 10X.