A new survey from theAsianparent.com reveals that Filipino moms increase their use of the Internet once they become mothers, are increasingly mobile-first and are primary decision makers for household purchases.

Manila, October. 23, 2015 –It was a day of fun, learning and meaningful interaction as theAsianparent Philippines unveiled the much-awaited results of the Philippine edition our annual Asian Digital Mom Survey.

Our CEO Roshni Mahtani, all the way from Singapore, graced the event with her presence.

Country Manager of theAsianparent Philippines and Regional VP of Strategy and Client Services Ameetess Dira presented the results of the survey,

Regional Head of Content Carla Casanova-Perlas and Content Director and Special Projects Lead Dazzle Ng Sy facilitated a fun rapid fire question and answer portion which was a great way to get to know our new Parenting Advisory board who accomplished in their careers but as well as a passion for parenting, making it their advocacy.


6 Highlights from the Philippine Edition of the 2015 Annual Asian Digital Mom Survey 

According to the latest Annual Asian Digital Mom Survey, run by theAsianparent.com, a notable 83% of mothers in the region consider themselves the primary decision makers in the household. As the key influencers of their respective homes, they often control product choices, domestic arrangements, and even life-changing family decisions.

Here are six insights on the Filipino digital mom:

1. She’s the leader of the digital pack
Held for the second year, theAsianparent Asian Digital Mom Survey paints the picture of a highly connected, modernized Filipino mom. In fact, out of the six countries surveyed (Philippines, Singapore, Thailand, Indonesia, Malaysia, and India), the Filipino mom leads the digital pack and is noted to be the most active on Facebook groups, forums, and online communities.

2. She’s a social animal
An astounding 22% of these active mommies even admit to interacting on these online communities multiple times per day. This comes as no surprise, as 63% of Filipino moms spend one to six hours on the internet for work, and engagement seems almost second nature.

3. She strives to better herself as a parent and homemaker
Even after-hours, the Filipino mom is still online, with 49% of them even more active on social media past seven p.m. It seems that as the chaos of the home quiets down, Filipino moms find solace on digital space. She devours parenting tips foremost, with a whopping 98% seeking out tips and tricks to be the best parents and raise happy, healthy children. The parenting topic is followed closely by cooking and baking, sought out by the domestic divas of the household. The Filipino mom’s thirst for knowledge can’t be quenched as 66% continue on to education and enrichment tips.

4. She opts for screen time over face time
Because the Filipino mom’s day is often booked with appointments and family engagements, she hardly has time to meet up with other moms to discuss the tales and travails of motherhood. In fact, only 12% have the luxury of bonding face-to-face with other moms. The rest or a substantial 77% of Filipino moms interact with other moms online through various communities and social platforms.

5. She seeks out parenting advice online
A good 84% of Filipino moms regularly gather online advice from friends and family members in their online network. Similarly, a close 82% of Filipino moms trust parenting websites to curate advice for them and offer them the best solutions for their mommy concerns.

6. She prefers digital over traditional media
After becoming a mother, Filipino moms admit that the faster, more accessible digital media is more aligned with their busy lifestyle. In fact, because the Filipino mom’s days are packed and her schedule full, she’s able to both gather information and find some me-time when she is online. Figures show that upon becoming a moms, 30% decreased their television consumption, 47% lessened their magazine me-time, and 54% broke their broadsheet habit. With the ability to filter, specify, and choose the information she needs through digital platforms, Internet search increases exponentially for 75% of new moms.

Overall, the Filipino mom is online and that’s where you need to talk to her to affect her wants, her household, and her life. As such, theAsianparent is the best medium to reach the digital mom and the right voice to use to influence her.

Survey goals and methodology:

The goal of The Asian Digital Mom Survey was to bring into focus the habits of moms in this region and to help brand marketers better understand the behavior of this high potential, attractive market segment.

Spanning six markets in Asia, the research findings include Singapore, Thailand, Indonesia,  Malaysia, Philippines, and India.  The survey documented the behavior of 2,700 mothers who have kids up to the age of 16 and explored what media and social channels she is using, what makes her share content with other moms, and what influences her purchasing behavior.




AsianParent Photo Booth1

asianparentcollage2PicMonkey Collage

Click here for more photos of the Digital Mom Report 2015 event in Manila, Philippines!

Singapore, 23 September 2015

98% of Singaporeans surveyed think it is important not to expose their families to harmful chemicals, but an overwhelming majority are potentially doing so every day, according to the Household Cleaning Products Survey 2015, conducted by theAsianparent in collaboration with homegrown eco-friendly home cleaning brand bio-home.

400 Singaporean families were surveyed, and a great portion of them revealed that they were unaware of a possible serious health hazard in their home – household cleaning products! Many respondents were unaware that these contain chemicals that may cause cancer, reproductive issues and other serious ailments.

A look at the key findings:

  • 74% believe that green products would be safer for their families;
  • Only 30% of the surveyed Singaporean families use green cleaning products, and 80% of them do so as they believe it would be safer for their family;
  • Of the families who don’t use green products, 62% say that they are not aware of any green brands in the market;
  • 80% believe green household cleaning products are as effective as normal cleaning products.

What drives buying decisions of household cleaning products?

When families purchase cleaning products, respondents cited ‘cleaning effectiveness’ as the top consideration, while ‘price and promotions’ ranked much lower at 28%. For many families however, it’s clear that cleaning products can cause problems – ranging from skin irritation from frequent contact with the products to causing nose and throat problems.

Given the potential downsides of cleaning products, it’s no surprise that the top reasons respondents said they purchase green products is for family safety (80%), non-toxic formulae and natural ingredients (75%), followed by health benefits.

In fact, given an option to go green, 77% of the surveyed Singaporeans are willing to pay a price premium of $2 and above to ensure that their cleaning products are eco-friendly and childsafe.

Key takeaways

Sulina Tsai, Marketing Director of Lam Soon, of which bio-home is one of their brands, says, “The survey provides us with great insights into local perceptions of green cleaning products; we hope the respondents benefited from it as well and went away with a deeper understanding of the possible associated health dangers in their regular cleaning products.

bio-home wants to change consumers’ perception of green products. Some think they are less effective cleaning agents and more expensive than normal products. But in fact, green products are often developed to provide effective, if not better, cleaning capabilities than normal cleaning products while remaining quite affordable for the average Singaporean family.”

Ameetess Dira, theAsianparent.com’s Regional VP of Strategy and Client Services, said, “It seems that the lack of awareness of green alternatives is preventing many people from switching. It’s important that mums understand that going green is a great option. Safer products for their households, especially given the potential negative side-effects of regular, everyday cleaning products, is an option we’d like more mothers to be aware of.”

household cleaning products

Household Cleaning Products v/s Green Cleaning Products: Understanding the pros and cons

SINGAPORE, 16 September 2015

While mums make monthly provisions in their budgets for expenses such as dining out, family vacations and enrichment classes for their kids, they are not setting aside funds for their own retirement. 75% of mums have not yet started planning for it; 44% plan to rely on their children post retirement.

The Singaporean Mums Retirement Aspirations Survey 2015 conducted by theAsianparent.com’s Insights team in collaboration with AIA, Singapore, found that despite having a lifespan of almost 20 years post retirement, the average Singaporean mother fails to plan for it. The survey conducted last month, targeted a group of over 600 mums in their 30s, including both stay-at-home as well as full-time working mums.

SURVEY REVELATION #1: Out of sight, out of mind

An alarming 75% of mums in their 30s shared that retirement planning had not even crossed their minds. This translates into worrying proportions; it means that 3 out of 4 Singaporean mums have no clue how they will support themselves in their retirement!

SURVEY REVELATION #2: Happy illusions

69% of mums believe they will need less than $3,000 and 38% of them believe that they will need less than $2,000 to run their monthly expenses after they retire. While 51% of mums expect to downgrade their lifestyle post retirement, 25% believe that they will retain the status quo.

Interestingly, 24% of mums expect to upgrade their lifestyle post-retirement. Since average household expenditure for Singaporeans is $4,724*, the assumptions are unrealistic at best, showing a disconnect about how much they need in their post retirement lifestyle and planning sufficiently for it.

According to AIA Singapore, retirement planning should start as early as possible for women as they have a higher life expectancy though they tend to have shorter income earning years. Individuals are advised to start a retirement plan and put aside monthly savings to ensure that they can enjoy an independent and comfortable retirement.

SURVEY REVELATION #3: No contingency plan

In spite of health being the topmost concern of most mums in Singapore, contingency planning is almost zero. Should an unexpected or unfortunate situation occur, such as one being diagnosed with a critical illness like cancer, 50% of mums said they would make use of their retirement savings for their post-cancer lifestyle while 40% drew a blank on what they would do for the same. Only the remaining 10% of mums said they could face and survive a cancer situation and have the means of paying for their post-cancer lifestyle.

“The usually savvy Singapore mum who is making the right choices for her children, and seems to be in control of situations, appears not to plan for her own retirement. From this study, it’s clear that there should be more public awareness about the importance of retirement planning” said Ameetess Dira, theAsianparent.com’s Regional VP of Strategy & Client Services.

Additional findings from the Singaporean Mums Retirement Aspirations Survey 2015 show:

  • 64% of mums cite day-to-day cost of living for not building up their retirement savings; 38% have not even thought about it and 21% have left the planning to their husbands;
  • Health is a top concern of all mums; healthcare expenses, living in poor health and unexpected emergencies are the top 3 post-retirement concerns;

Children obligated to provide financial support?

Of the 56% mums who do not plan to rely on their child for financial support, 75% expressed that they didn’t want to be a burden. However, of those who are planning to rely on their child for financial support, 52% say that it is because they believe that it is the child’s responsibility to provide for their parents.

This presents a challenge especially for one-child families, a trend which continues to increase**, where the single child may have the financial stress of caring for two elderly parents as well as his/her own family.

It was also worth noting that:

  • Post-retirement, mums want to spend time with family (77%), travel the world (72%), pursue new interests/hobbies (57%) and spend more ‘me’ time (52%);
  • Mums’ current top spends include dining out, followed by vacations and enrichment classes for kids;
  • Even if they need to save for their retirement, mums are least willing to forego enrichment classes for kids and hobbies, followed by premium coffee/tea.

From the results of this survey, it’s clear that Singaporean mums are not paying enough attention to their personal retirement security. We hope this survey helps mums realise that financial planning is crucial as it has huge implications in terms of health, satisfaction and personal enrichment in their retirement.

Ms Ho Lee Yen, Chief Marketing Officer, AIA Singapore said, “As a mother myself, it is unsurprising that the survey reveals that Singaporean mums are always giving and prioritising the needs of others before themselves. What many of us fail to realise is that, in the long run, this may be detrimental to the entire family. This is why AIA Singapore, as The Real Life Company, is introducing even more initiatives to encourage women to get themselves adequately protected and prepared for retirement so that they will continue to lead a fulfilling life with family in their golden years.”


retirement planning in singapore

Interesting Insights on Retirement Planning in Singapore Mums


About theAsianparent.com and Tickled Media

Tickled Media Pte Ltd is the largest online content and community platform for parents across Asia. Headquartered in Singapore since 2009, the company runs theAsianparent.com, theIndusparent.com, Kidlander.com and Pregnant.sg. The company’s flagship brand, theAsianparent.com, is Southeast Asia’s #1 digital parenting destination and reaches over 6 million mums in the region. The company is backed by venture capital from Vertex Venture Holdings, LionRock Capital, and prominent angel investors. For more information, please visit www.tickledmedia.com

* Singapore Household Expenditure Survey conducted in 2012/2013
** Population Trends 2014 (September 2014) Singapore Department of Statistics.


While waiting to pick my son up from school, I looked around to see what my co-mums were up to. Every single one of them, mostly in their 30s and enjoying their last few snatches of me-time, were busy with their phones. 3/4 of the phones I snuck a peek into, were running videos and had their viewers in complete rapture.

What’s the big deal about video marketing?

1.8 million words.

That’s the value of a 1-minute video according to this Forrester Research. A video not just conveys the message effectively it also reduces the quantum of work considerably. And hey, the chances of getting listed on page 1 of Google are higher with a video!

3  interesting stats on video marketing:

  •      An average user spends 88% more time on a website with video than without;
  •      64% of consumers are more likely to buy a product after watching a video about it;
  •      59% of viewers will watch a video to completion that is less than 1 minute.

Yet only 24% of brands are using online video to market to consumers

According to Syndacast, by 2017, 74% of all internet traffic will be video and already every 2nd marketer believes that video as a content format has the highest ROI.

Why mums like videos?

Our Asian Digital Mums Report 2015, reveals that YouTube has increased in popularity by over 50% in some of the regions surveyed. In fact, in Singapore, there was a 7% increase in mums who had YouTube accounts over the last year.

While the temptation to rely on screen time to keep babies occupied is huge, the American Association of Pediatrics discourages TV viewing for children under 2 and recommends that children of this age group be as ‘screen-free’ as possible. Think about it; mums can’t watch TV with their children, so they turn to online videos on platforms such as YouTube and Facebook.

Videos are the best example of snackable behaviour. The modern mum certainly has no time to go through copious articles but give her a quick video while she is on the move, and she is going to lap it up.

Videos are also great tools to teach and learn. To quote Benjamin Franklin: Tell me and I forget. Teach me and I remember. Involve me and I learn.

Tips on making engaging marketing videos

  •  Use your time wisely. The 1st 8 seconds matter most when it comes to bounce rate;
  •  Use storytelling, songs, spoofs – get creative with your video;
  •  Use video analytics to understand what’s working and what’s not;
  •  Use email gates to capture leads;
  •  Before sending out a video to market, test it critically within the team.

Help is at hand – theAsianparent!

theAsianparent team is equipped to handle your complete video marketing strategy. With our culturally-layered experience of speaking to 6 million mums across 6 countries, we have earned the trust of both mums and marketers alike.

Call us on +65 6344 2865 or email [email protected] for a comprehensive understanding of video marketing and customized solutions for your brand.

Facebook’s marketing partner Kenshoo revealed some interesting data in a new digital marketing study. Mobile spends showed a huge increase in the 2nd quarter of 2015 over last year, social media ad spend outpaced search advertising while spends on search advertising increased meagrely.

digital marketing study

Latest trends revealed by Kenshoo’s digital marketing study

Key findings of the digital marketing study:

(Quarter on Quarter = QoQ, Year on Year = YoY)

  • Mobile (phone and tablet) YoY spending increased 167% for paid social ads and 37% for paid search; mobile comprised 63% of paid social spend (up from 51% last year) and 38% of paid search spend (up from 31%)

digital marketing study


  • Social impressions remained stable QoQ and decreased 64% YoY whereas paid search impressions increased 14% QoQ and 12% YoY
  • Social clicks increased 45% QoQ and 129% YoY while Paid search clicks increased 9% QoQ and 17% YoY

digital marketing study

  • Cost-per-click (CPC) for social and search declined QoQ (-12% and -4% respectively) and YoY (-7% and -5% respectively), showing greater efficiencies across channels and devices
  • Social click-through rate increased 44% QoQ and 535% YoY but Paid search click-through rate decreased 4% QoQ but increased 4% YoY

digital media study

The study was extended across to the Americas; Europe, Middle East, and Africa (EMEA); and Asia Pacific Japan (APJ) regions. The key findings were:

  • In APJ, smartphone spend and clicks increased 69% and 68% YoY respectively
  • In the Americas, smartphone spend and clicks increased 77% and 79% YoY respectively
  • In EMEA, smartphone spend and clicks increased 46% and 52% YoY respectively

“For many years running we’ve heard ‘this is the year of mobile,’ and reality has caught up to the hype,” said Chris Costello, director of marketing research for Kenshoo. “Advanced marketers have truly begun to understand how to achieve efficiencies across devices and channels to generate increased revenue and ROI. Continued growth in spend and decreasing costs show marketers and consumers alike finding value in highly relevant ads, no matter their preferred channel or device.”

Did you know that Asian Mums are big consumers of mobile phone content? Read our Asian Digital Mums Survey 2015 for more insights on how you can target this high-potential attractive market segment.

digital marketing study

Digital marketing study for Asian Mums

Implications for the Savvy Digital Marketer

  • If you are not already spending your buck in the right place – mobiles, now is the time to get there. Also, mobile media usage and mobile media spending are still not on the same level. So there is plenty of opportunity!
  • Social ads are driving clicks; think, innovate, brainstorm engagement-based campaigns to stay on top. Get inspired by some of the best FB campaigns of 2014!

Kenshoo arrived at the conclusions by analysing 550 billion ad impressions on leading digital media properties such as search engines Google and Baidu, as well as on social platforms such as Facebook and Twitter.


Singapore, 22 July, 2015 – Hot on the heels of raising millions in fresh funding from Vertex Venture Holdings, leading parenting media house, theAsianparent today announced a hiring spree to improve operations, product and scale across more countries. The company, led by CEO and founder Roshni Mahtani, has recently stepped up its pace by entering the India market via the launch of theIndusparent.com with plans for Sri Lanka on the anvil.

Among theAsianparent hires are Rico Wyder, appointed as the Regional VP of Product, and Anand Mishra, VP of Data Science. Both executives join theAsianparent with solid technology backgrounds, with Rico bringing in his valuable start-up experience co-founding mobile food delivery service, Foodpanda and Anand coming in with extensive qualifications in the field of data science.

“Going forward, we are focused on integrating technology such as data science practices and machine learning into social network and media. We are taking a serious mathematical approach to provide parents with the most personalized, useful and relevant information. We believe through our focus on parents with a technology-driven approach, we would be able to scale at a rapid pace to serve hundreds of millions of parents in Asia and continue to be one of the fastest-growing companies in Singapore,” said Roshni Mahtani, CEO and founder of theAsianparent.

The company also strengthens its commitment in expanding operations in various key markets across Asia, with the introduction of three new country leads – Prashant Jain, Country Manager for India; Natthanathorn Ford, Country Manager for Thailand; and Ameetess Dira, Country Manager for Philippines.

“Talent plays a significant role in our company’s success. Part of our growth strategy is to work with like-minded leaders, as with our team of creative, passionate, and solutions-focused individuals across various offices in Asia. We welcome our new senior leadership hires who will help us achieve our long-term expansion targets,” said Roshni.

theAsianparent employs 75 full-time employees and plans to scale up to 100 people by end of quarter 3. The company was founded in 2009.


Rico Wyder, Regional VP of Product


A creative person who thrives on innovation, Rico brings to the table his business acumen, complemented by an extensive knowledge on the fast-changing mobile technology space. At theAsianparent, he will be growing the product team to deliver a suite of solutions focused on the parenting vertical.

Most recently, Rico was Director of Sales APAC at Fiksu, a data-fueled mobile marketing solution provider that connects brands, agencies, and app advertisers to targeted mobile audiences. Rico was instrumental in growing Fiksu’s APAC operations – during his tenure, he helped to open 3 offices in the region.

He was also co-founder of Rocket Internet-backed Foodpanda during its initial Southeast Asia launch, scaling the company from a 2-people start-up to over 100 people across 6 countries.

Rico graduated with a degree in Business Administration and Management from the University of St. Gallen.

LinkedIn: Rico Wyder

Anand Mishra, VP of Data Science


Anand Mishra is an expert in analytics, focused on leveraging the power of data to drive business decisions. He will utilise his data science competency to increase user engagement across theAsianparent’s properties.

Previously Senior Manager in the analytics team of InfoEdge (Naukri.com, Jeevansaathi.com), Anand is known for his result-oriented approach, which helped the company to improve email response time by 250 percent over the course of 3 months. He also worked with Opera Solutions, leading multiple engagements with global clients and delivering high impact solutions across industries.

Anand graduated with B.Tech and M.Tech degrees in Electrical Engineering from IIT Kanpur.

LinkedIn: Anand Mishra

Natthanathorn Ford, Country Manager – Thailand


With over 18 years of experience in sales, marketing, media, operations, finance, HR and IT, Natt has now come onboard as theAsianparent’s Country Manager for Thailand. Known for her sales acumen and her extensive experience in growing Thai operations for companies focused on APAC expansion, Natt will be coming onboard to replicate her success for theAsianparent Thailand.

Natt was most recently General Manager of iCar Asia for Thailand, where she grew the number of listings by over 200% within just 3 months of joining the company. Previously, she was Sales Director at PropertyGuru Thailand, Asia’s largest online property site, where she was instrumental in building up the display Ad sales team.

Natt graduated with a Masters Degree in E-business management from Rangsit University .

LinkedIn: Natthanathorn Ford

Ameetess Dira, Country Manager – Philippines


As country manager for Philippines, Ameetess brings with her tri-media experience in the Philippines coupled with global digital expertise acquired during nearly a decade of working in the United States. As Country Manager for Philippines, Ameetess will be in charge of growing theAsianparent’s local presence and replicating her previous success in the digital media realm.

Most recently, Ameetess was a partner at Metrograde Corporation, where she built up the company into a nationwide powerhouse. As a Client Account Director at Ionic Media in Los Angeles, she also managed integrated strategy for accounts such as Disney Movie Club and the Oprah Store.

She’s also known for her work in expanding Digital Dojo Media Works from a production house to a one-stop shop for all marketing needs, handling multinational clients like Nestle and Pfizer Visine.

Ameetess graduated with an AB in Communications from Ateneo de Manila University.

LinkedIn: Ameetess Dira

Prashant Jain, Country Manager – India


Prashant Jain is India’s new country manager and will be in charge of growing theIndusparent – the Indian iteration of theAsianparent brand. Prashant will also use his experience to support other APAC markets for matters relating to user traffic, marketing, and content strategy.

Previously, Prashant headed up marketing at moneycontrol.com, Asia’s largest financial and business portal. He was instrumental in facilitating the transition and steering the company towards their mobile-first strategy.

Under Prashant’s guidance, English entertainment TV channel BIG CBS became one of the top 3 Cable Channels in India in English genre within 3 months after its launch. In addition, he also worked on personal finance start-up ArthaYantra.com, where he grew the customer base from 300 to 20,000 within its first year of launch.

Prashant graduated with an MBA from the Indian School of Business.

LinkedIn: Prashant Jain


About theAsianparent.com and Tickled Media

Tickled Media Pte Ltd is the largest online content and community platform for parents in IndoAsia. Headquartered in Singapore since 2009, the company runs theAsianparent.com, theIndusparent.com, Kidlander.com and Pregnant.sg. The company’s flagship brand, theAsianparent.com, is Southeast Asia’s #1 digital parenting destination and reaches over 6 million mums in the region. The company is backed by venture capital from Vertex Venture Holdings, LionRock Capital, and prominent angel investors. For more information, please visit www.tickledmedia.com


Presented by theAsianparent.com, Southeast Asia’s #1 digital parenting destination, The Asian Digital Mums Report 2015 highlights key attitudes and features of Mums. We’ve got figures on mum’s social media habits to what she searches for on the internet. The figures of 6 countries across Asia are included.

The Asian Digital Mums Report 2015 covers, the typical Asian mums:

  • Usage of social media
  • Search on internet
  • Timings of internet use
  • And many more!

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If you liked our Asian Digital Mums Report 2015, click here to find out more about our other reports.

And feel free to contact us for any inquiries, or just to say Hi!


SINGAPORE, 21 May, 2015 – According to a first-time survey carried out by theAsianparent Insights on the travel habits of Singaporean families, over 80% of the families are headed away from the island for this year’s June holidays. Their top destinations are: Australia, Hong Kong, Taiwan, Malaysia, and New Zealand.

While the survey revealed that that over half of these travellers are ready to spend a tidy sum on their June holidays – SGD$500-$1499 per person – it also indicated that they would do so in an extremely savvy manner. It was found that families have varying booking patterns when engaging travel services. While McKinsey and Co’s latest report on service innovation[1] shows an increasing number of travel websites and aggregators worldwide, our survey results indicate that Singaporean travellers are not entirely convinced by them.

Interestingly, the survey found that although 53% of respondents book transportation services such as airline and bus tickets directly through company websites rather than through aggregators, only 38% of respondents book directly through hotel or holiday home websites. Aggregators in the accommodation sector seem to fare better than those in the transportation sector in terms of trust and reliability, with 45% of travellers choosing to book through travel deal and comparison sites such as Groupon, Zuji, and Agoda; and the rest booking through travel agencies.

As far as excursions are concerned, 49% travellers prefer to book directly from the company’s website.

Accordingly, Neetu Mirchandani, Regional VP of Strategy and Insights at theAsianparent Insights, “Singapore families are conscientious travellers. They’re travel savvy enough to know where to search online for the best deals that cater to the entire family. While mums and dads may be willing to spend more than $500 per family member, they’re spending wisely. Based on this study, travel service providers may want to take a closer look at their current efforts for engaging Singaporean families.”

And what should the hotels provide? The survey also revealed that the top “must-have” amenity for the Singaporean holiday-maker is free Wi-Fi at 76%, followed by kids amenities at 69%; complimentary breakfasts at 68%; and close proximity to local attractions at 68%.

Almost every Singaporean family’s travel bag holds in it over-the-counter medicine for children, mosquito repellent, bandages, antiseptic cream, and sunblock. The cautiousness of the traveller is also reflected in the high demand for travel insurance. Interestingly, the survey found that over 79% of respondents will choose to purchase travel insurance of some form. For companies providing travel packages and solutions, bundling it with insurance could provide a convenient solution for travellers, who might otherwise need to purchase it separately.

In 54% of the families’ surveyed, parents remain the key decision makers when it comes to planning family holidays. Only 22% involve their kids in decision-making. In the remaining cases the holiday decisions are made solely by either one of the parents.

For more detailed findings, please see the attached infographic below.


theAsianparent Insights

Insights is the market research arm of theAsianparent, Southeast Asia’s #1 digital parenting destination that reaches over 6 million mums every month. We are the leading market research team for understanding the parent demographic, uncovering the latest trends, concerns, and consumer preferences. Our publications provide facts that both businesses and parents can base their strategic and parenting decisions on. For more information, please visit tickledmedia.com.

[1] McKinsey & Company. 2015. Service innovation in a digital world. [ONLINE] Available at: http://www.mckinsey.com/insights/operations/service_innovation_in_a_digital_world. [Accessed 19 May 2015].


Singapore Family Travel Plans Infographic

SINGAPORE, 19 March, 2015 – theAsianparent, a leading multi-channel source of information on Asian-focused parenting today announced a multi-million dollar investment from Vertex Venture Holdings Ltd. The investment from Vertex will bring the company’s total funding to $4.5 million.

Founded in 2009, theAsianparent has rapidly grown into becoming Southeast Asia’s leading online resource for parents. With a readership base of over 6 million mothers across the region, theAsianparent has presence in Singapore, Thailand, Indonesia, Philippines, Malaysia, and plans to launch in India under the IndusParent brand.

“This new round of investments from Vertex and prominent angels, Teruhide Sato, William Klippgen and Hellmut Schutte, will help us expand theAsianparent’s presence in other key markets such as India and Sri Lanka. As the parenting demographic continues to grow, we realise that each country across the region has its specific needs in terms of the availability of a centralised source of information on parenting,” said Roshni Mahtani, CEO and Founder of theAsianparent.

With a sustained growth in revenue throughout its five years of operation, theAsianparent offers marketers one of the most targeted and largest platforms for tapping the “mums” segment. According to theAsianparent’s 2014 Digital Mum Survey, Asian mothers influence 89 percent of all household purchases.
“Asian mothers have gone digital, with over 80 percent of women in Singapore, Thailand, Malaysia and Indonesia increasing their usage of the Internet once they become mums. These mothers are also going online via their smartphones. With theAsianparent accessible through all these non-traditional communication channels, we are able to provide marketers a more targeted approach in reaching the mum audience,” Mahtani added.

“Media has drastically evolved over the past decade. Content have become more ubiquitous – accessible in a variety of platforms and reaching audiences anytime, anywhere, when they need it. theAsianparent represents the new breed of media outlets with a non-traditional business model that offers great value for marketers, while providing highly-relevant information for very important demographics such as parents ,” said Chua Kee Lock, Group President and Chief Executive Officer, Vertex Venture Holdings Ltd.

Aside from building a new audience base in new markets, theAsianparent is also looking at expanding its reach in current markets. According to Mahtani, “In the past few years, we have also observed much more involvement of dads, when it comes to parenting. This expands our audience base to include another important decision maker in Asian households, the fathers. Our expansion will include building more resources for dads wanting to improve their parenting skills.”

theAsianparent generates it revenue from custom advertising and market research and employs over 60 people across Asia.

About theAsianparent.com and Tickled Media
Tickled Media Pte Ltd is the largest digital parenting publishing house in Southeast Asia. Headquartered in Singapore since 2009, the company runs theAsianparent.com, Kidlander.com and Pregnant.sg. The company’s flagship brand, theAsianparent.com, is Southeast Asia’s #1 digital parenting destination and reaches over 6 million mums in the region. The company is backed by venture capital from LionRock Capital, Tigris Capital and prominent angel investors. For more information, please visit www.tickledmedia.com

About Vertex Group
Vertex Venture Holdings Ltd (Vertex Group) is a wholly-owned subsidiary of Temasek Holdings, investing in emerging companies and leading venture capital funds throughout Greater Asia and the US. Since 1988, the Vertex Group has been helping passionate entrepreneurs to build great global companies and helping  them realise the intrinsic values of their companies through strategic listings on key capital markets in the US, Europe, Singapore, Hong Kong and Taiwan, and through acquisitions by industry leaders.

The Vertex Group has a base in Singapore and presence in Beijing, Shanghai (China), Taipei (Taiwan), Bangalore (India) and the Silicon Valley (USA).