Over 1000 mums were surveyed last November 2018 and February 2019 for the latest Philippine Digital Mum Report. Here’s what you need to know about Filpina Digital Mums:

They are the undisputed Queens of the Household.

So far the highest percentage we’ve seen across our recent surveys in the region, 99% of  Filipina mums say that they have the final say at home.

And we’ve got the Filipina Digital Mum’s ear.

For parenting help, Filipina mums turn to parenting sites, of which theAsianparent PH now proudly takes the #1 spot locally. They are also very active on the TAP Commmunity app and social media groups created and run by TAP. 

As she becomes increasingly mobile. 

When this survey was done in the Philippines in 2015, the split was 86% Mobile to 14% Desktop. The latest results come as no surprise with Filipinos being the world’s heaviest users of the Internet at 10.02 hours/day (vs. the global average of 6.42). ¹

2 out of 3 mums surveyed indicated that their Internet consumption increased after becoming mums. About 20% of the respondents said that their usage increased by more than 4 hours/day! Over half go online after 7pm; while some (15%), particularly housewives, tend to do so before lunch, between 9-12nn.

4 out of 5 mums in the Philippines shop online.

With 46% of the respondents indicating that they used the Internet more after becoming a mum, online shopping is perhaps one of the areas that saw a boost. The savvy mum, who likes catching deals online, shops primarily for baby/child products.  

That said, they still prefer to buy baby items at brick-and-mortar stores, with majority saying that they purchase milk and diapers at supermarkets, and children’s clothing and toiletries at department stores.

¹ Kemp, S. “Digital 2019: Global Digital Yearbook”. we are social, Hootsuite™. 30 Jan 2019.

Last September 2018, theAsianparent surveyed over 300 mums for the 2018 Singapore Digital Mum Report. Here’s what you need to know about the Singaporean Digital Mum:

She may be older than you imagine.

78% of respondents were aged 31-45 years old; compared to, say, Thailand, which showed 49% for the same age group. This means a more mature audience and more disposable income, which is important to note for the next key point:

And she’s very, very mobile. 

Over a third of the respondents said that after becoming a mum, Internet use increased by 1-4 hours per day. Over half shared that they used their mobile phone for four or more hours daily. 16% actually used their phone for over eight hours! 

By the way, iPhone is the most popular smartphone brand according to this survey, followed by Samsung, Huawei, and Oppo. 

Q: How do you get her ATTENTION? 

A: Via SOCIAL MEDIA (but EMAIL still works, too)

99% have at least one social media account, and over 60% spend upwards of six hours weekly on Facebook or Instagram.  

Of the things she does online, Social Media takes the top spot at 88%, followed by Email at 75%. 

Q: How do you ENGAGE her?


“Baby/Toddler Development” is the #1 topic she reads online, followed by “Education,” with “Health and Nutrition” coming in third. All of these are covered in parenting sites, which they frequently visit, making it the fourth most popular activity online at 67%.

Of what she watches online, content on Parenting and Children comes first, followed by Food, then Drama/Sitcoms. 

Q: How do you get her AS A CUSTOMER?


92% of respondents said they shopped online; 64% did it multiple times per month. Here are some of her purchasing habits/preferences:

What brands also need to know is that word of mouth is now also online.

The top reasons she follows brands on social media are: 1) for updates on products/offerings, 2) for discounts/coupons, and 3) to endorse brands to other mums

Note that getting in touch with fellow mums is another of her favorite online activities, with 33% communicating digitally multiple times a day. Whatsapp (97%) and FB Messenger (78%) are the preferred messaging apps.

October 2018 — Tickled Media, the media tech company behind theAsianparent , AsianMoneyGuide , and the recently launched HerStyleAsia , has been serving up some grade-A content & community platforms for Asian women… and the audience is hungry for more.

Presenting the latest Tickled Media creation: NONILO .



Aiming to jumpstart the creative spark in every Asian woman, Nonilo knows that home is the only place in the world she’s truly free to be herself and to experiment. It’s where she kicks off her heels, ties her hair up in a messy bun, and gets started on whatever makes her – and her alone – happy for that moment.

So what’s cooking on NONILO.com ?

Primarily focusing on FOOD and HOME, NONILO covers topics such as: recipes (of course! but goes beyond to give its readers…), pantry staples, cooking techniques, kitchen equipment, food news/reviews, restaurant guides, interior design pegs, furniture & home accessories ideas, gardening, organising, and even feng shui !

But as anyone with an interest in Pinterest will tell you, we never truly outgrow our love for arts & crafts (that began with our first box of crayons!) NONILO hosts its fair share of content on DIY & upcycling projects, fixer-upper guides, and a super useful hardware stores & supplies listing.

Can’t wait? Here’s a little taste:

Nonilo will be kicking off with The 1,001 Project – over a thousand ways to unleash one’s creative spirit at home (bento lunches, anyone? Oooh, how about an indoor herb garden?) Readers are also sure to love 23 Uniquely Asian tea brews to soothe and satisfy you and the NONILO tour of events and festivities around the region: from The Great Food Festival in Singapore to the Bangkok Furniture Fair; Halloween, mid-autumn festival, and Hindu festivals Navratri and Dussehra.


“Tickled Media has covered so many aspects of the modern Asian woman’s life – her family & relationships with theAsianparent, career & personal finance with Asian Money Guide, and fashion/beauty + culture/entertainment with HerStyleAsia. Here’s where she finally gets to take a breath; and with her pocket of me-time, indulge her passions. She may fumble with her DIY projects, overcook or absolutely ace the first fusion dish she tries, spend too much time on every detail of her brunch party… but it’s all going to be so much fun for her. And NONILO enabling that is just the reason why we put so much love into this project,” shares Nikki De Guzman, Director for NONILO.com.

“ theAsianparent’s core community of highly engaged young parents is an invaluable trove of insights for brands looking to engage with them. Managing food, home and DIY, are the areas of deepest engagement, that can help build even stronger connections with this community. Extending the platform into this territory with Nonilo is an attractive new proposition for brands to explore, and we wish them all the success with it,” says Ashutosh Srivastava, Chairman and CEO Mindshare Asia, Middle East and Africa.

Go on and treat yourself to a heavenly slice of NONILO.com , or email [email protected] for more yummy details.


Notes to the Editor:

About Tickled Media:

Tickled Media is the media tech company behind theAsianparent.com, AsianMoneyGuide.com, and HerStyleAsia.com. It reaches over 12 million women monthly across SEA via its content and community platforms. To brand partners, Tickled Media offers market research, content creation, KOL collaboration, video production, display advertising, social media + email marketing, e-commerce activations, and on-ground events. For more information, please visit: www.tickledmedia.com


NONILO is an Asian food and home content and community platform that aims to jumpstart the creative spirit in every woman. Its vision is to help every woman trigger that do-it-yourself attitude for the various aspects and needs in her life—so she can make it great, make it hers, and so she can overall, make it. Whether it’s about decorating or creating some home improvements, making delicious and healthier meals, or creating lifestyle design or redesign, NONILO aims to inspire, empower and enable the NONILO woman to be creative, resourceful, and self-sufficient through useful tips, insightful advice, and clever ideas made simple. Jumpstarting your creative starts at ​www.nonilo.com

August, 2018 – Almost a year to date, Adrian Watkins signed on as Head of Data and Strategy at Tickled Media. Today, he makes history as the first Chief Strategy Officer of the company.

In this new role, he works alongside Tickled Media Founder and CEO Roshni Mahtani to help develop, communicate, execute, and sustain strategic initiatives ranging from commercial positioning through to wider business rationale.

“At a time when tech and media are evolving at breakneck speed, we need someone to help usher Tickled into a new era of insight-led innovation. We’re looking no further than Adrian, who has done remarkable things for our campaign delivery process, smoothed out so many operational hiccups, and brought in streams of new revenue,” says Tickled Media Founder and CEO Roshni Mahtani of the appointment.

Over the past 12 months, he has led the team in implementing changes in first party data collection and analytics, a move that has positively impacted Tickled Media: increasing readership by 18%, pageviews by 30%, and boosting website engagement with session time up by 23% and bounce rate down by 38% (all year-on-year). These initiatives have also improved campaign delivery, ultimately increasing revenue by 45% YOY, on track to double that of 2017. Alongside performance improvements, Watkins has also focused on the development of higher margin parallel income streams for the company, such as innovative display solutions and automated revenue.

Both Tickled Media and the wider industry stand to benefit from this appointment, given Watkins’ client focus + data mastery. Sachin Pagey, Director of Strategy and Marketing Services at Mega Lifesciences, weighs in:

“Adrian’s promotion to Chief Strategy Officer is a great move for Tickled Media, and one that Mega We Care fully endorses. I’ve worked very closely with Adrian over the last year for the launch of Baby Natura, our plant-based whole food, in the region. The depth of insight, energy and enthusiasm he’s brought to our long-term partnership is much welcome. We look forward to enhancing this relationship with theAsianparent even further as we launch our new products and move into more markets in 2019. With Adrian’s promotion to CSO, the long-term outlook for Tickled Media is undoubtedly positive!”

Adrian Watkins has 20 years of experience across media, commercial, content, sales, marketing, data, MADtech, and digital transformation within brands, publishers, and agencies. He was the Founder and Managing Director of data, tech, and marketing consultancy firm PerformanceAsia, and was previously a Board member of the Asia Content Marketing Association (ACMA). He also has a proven corporate track record within world class organisations such as Virgin, News Corporation, and CBS, leading initiatives in business development, company acquisition, monetising existing and new territories, and building and managing commercial and content teams in multiple countries.

Plus-size. Trans. Androgyny. Ombre. Not words you’d usually associate with Asian fashion but millennials around the region beg to differ. Fashion is a mirror of society and times are changing.

Just-launched beauty and fashion portal HerStyleAsia.com doubles as a social commentary, as it explores the interplay of Asian music, art, entertainment, culture, and style TODAY.

Tapping into the soundtrack of this generation – from pop songs to underground hits, street art, viral videos, podcasts, even hashtags for inspiration, HSA is out to shatter myths and shine the spotlight on taboos, with the ultimate goal of empowering young Asian women.

In the sea of OOTDs, HSA asks women across the region to embrace their own brand of self-expression.


HerStyleAsia hosts content that goes beyond non-judgmental to celebrating imperfections. Where else can you find features on the 10 most gorgeous transwomen in Thailand and female tattoo artists in Asia?

Because the irony in the age of filters is that what we’re dying to talk about is what’s REAL. Real concerns, [‘How often should I wash my bra?’ Here’s the dirty truth!], real issues, [How female DJs in Singapore fought sexist stereotyping], real stories [Pinoy makeup artists changing the world of beauty].

Doing away with that one perfect Barbie look, HSA has something for every woman, interest, and lifestyle.

The basics will of course be covered [Finding the perfect nude for your Asian skin tone; How to clean every type of shoe in your closet], but HSA can’t wait to let you in on forest bathing, power buns, green fashion, horse oil, vegan makeup, Hijabi trends, K-beauty cloudless skin, and so much more.


It’s an amazing time for Asian millennial women, and Asian millennial women are doing amazing things. That’s why the first feature highlight of HerStyleAsia is its 30 under 30 list.

From a pioneer in luxury halal cosmetics in Asia to a jiu-jitsu champion who teaches underprivileged girls self-defense, plus-size models, and the founder and CEO of a green marketplace for tech in Indonesia, these #girlbosses will stun you with their success and yet unrelenting drive.

“It’s an honour to be acknowledged as part of Her Style Asia’s Prestigious 30 Under 30. I am grateful for the platform to spread the concept of conscious entrepreneurship, creative artisanal baking and vegan lifestyle to young women all over South East Asia. I believe that as women, we need to take risks, push the boundaries and be conscious of the limiting beliefs that might be holding us back from our truest potential. We are solely responsible for our own lives, and we need to live our lives sure-footed and with purpose.”

Talita Setyadi, Managing Director & Pastry Chef, BEAU, Indonesia


“There is a gaping hole in credible, relatable & refreshing content in Southeast Asia around Fashion, Art & Music. Young Asian women across markets & cultures want to stay in touch with popular culture & HerStyleAsia will definitely become their go to destination. It brings in global & local context around topics that matter to the women of today. The community appeal adds to the stickiness for audiences & take it to another dimension. We are thrilled to be launch partners of one of the most exciting digital destinations for women in Asia & am sure our brands will benefit from the width & depth of content & community.”

Sanchit Sanga, Chief Digital Officer, Mindshare – APAC & MENA

At HerStyleAsia, we encourage you to explore the uncharted and look at things differently,” says Deepshikha Punj, HSA Head of Content [watch her editorial note HERE]. “HerStyleAsia is about putting words behind the power of women: we are young, woke, and our stories are here to make noise,” adds Sabrena Jefri, HSA Head of Content for Culture.

Stop by HerStyleAsia.com to see what all the buzz is about.

In this role, she is tasked to build and develop new verticals and revenue streams that will widen the Tickled audience to all women across the region (from a current base of 12 million mum users monthly). She will also be implementing internal efficiency measures to streamline business operations.

“These are pivotal times for both Asian women and digital media. Tickled’s role in connecting the two is so clear to us: by providing the right content, at the right time, in the right way, we help our online communities steer through the noise to get the information, inspiration, and support they need – at every life stage,” shares Ngai.

Roshni Mahtani, Tickled Media Founder and CEO adds: “Lesley is someone who’s seen and done it all. I have full confidence in her ability and will, to take our flagship and incubated media assets into their bright futures.”

Prior to Tickled Media, Ngai was Business Lead for various Mediacorp titles, which she grew from print platforms to integrated media brands. She also held the position of VP Business Operations. Her early career was spent practicing law and in people development, focusing on organizational change.

Ngai has an MBA (Finance) from the Manchester Business School, MA (Work-Based Learning) in Strategic Business Change from the Middlesex University, and had been admitted to the UK and Wales Bar as Barrister-in-Law, as well as the Malaysian Bar as Advocate and Solicitor.

May, 2018 – Singapore headquartered Tickled Media, publisher of media assets, theAsianparent.com, and AsianMoneyGuide.com, has raised a $6.7 million round. The funding round was led by Global Grand Leisure and joined by Mountain Pine Capital as well as existing investors. The company also raised additional venture debt financing from DBS Bank. This brings its total funding amount to over $11 million to date.  

Founded by Roshni Mahtani, the media-tech company has seen remarkable growth from 1 million users in 2013 to its current base of 12 million Asian women monthly users across Asia.

The funding round will help the company fuel its expansion into the Philippines, Malaysia, and Vietnam; as well as develop two additional media properties that will also target the Asian women segment.

“There’s a significant market gap in that there’s really no large pan-(Southeast) Asia media company – or even a local one – just focusing on women in the entirety of their short- and long-term needs. We see this as an exciting opportunity to grow to become the largest digital media player in Southeast Asia. We are hiring aggressively and bringing in the best talent to bring that vision to life,” shares Mahtani.

Chairman of Mountain Pine Capital, Paul Rogers, adds: “Tickled Media provides a far superior social network environment for its target Asian women vertical community than Facebook, with a higher level of trust providing relevant content and local tribe creation. For Advertisers targeting moms, their budget is far better allocated with accurate metrics from theAsianparent.”

On the growth of Tickled Media, Carmen Yuen, Partner at Vertex Ventures, comments: “Vertex Ventures has witnessed how the company has evolved in the last 3 years; and is very positive about the growth of the company and its recent steps. As a woman in today’s overly complex world, I completely see the need for content and communities hyper-targeted to a woman’s life stage.”

See TickledMedia.com for more details. Visit theAsianparent.com, AsianMoneyGuide.com, and download theAsianparent app on iOS or Android, to see what all the buzz is about. (Or check out this infographic about how awesome we are!)

May 2018 – Singapore-headquartered Tickled Media and 99.co have secured a partnership deal to co-represent their digital media assets across the region, starting with the Indonesian market. This is a first-of-its-kind cross-industry collaboration; and it is set to expand the reach of two companies that are already major players in their respective fields.

Tickled Media currently owns media assets theAsianparent.com and AsianMoneyGuide.com, reaching 11 million women monthly across Southeast Asia.

Property site 99.co recently acquired Indonesia’s largest property portal Urbanindo to become the largest home search portal in Singapore and Indonesia, with over 150,000 and 1.2 million property listings respectively. The platform currently serves well over 2 million property users with over 20 million page views per month.

Both are headquartered in Singapore and have Indonesia as one of their key markets.

The collaboration primarily involves the creation of bundle packages that will enable interested advertisers such as property developers, financial institutions, media agencies, and other brand entities, to buy into the digital platforms of both companies and reach their combined audience. Market research projects and custom packages will also be offered in this joint initiative.

“Our Asian digital mum survey constantly shows that mums are the primary household decision makers – Chief Household Officers or CHOs, we call them – not just for everyday items but for large investments like insurance, cars, education, travel, and of course, real estate. As for Asian Money Guide, we have a whole category on property investment, so it’s a brilliant match,” shares Tickled Media’s Country Manager for Singapore, Lesley Ngai.

“We currently serve over 2 million active home seekers and investors across Singapore and Indonesia. For this reason, we’ve seen much interest from advertisers to include us as a part of their marketing plan” adds 99.co CEO Darius Cheung.

We see what we do as helping users find their dream home, and home in itself is such a huge category. The brands we partner with all look to target and reach out to homeowners. Tying up with Tickled Media just made sense for us – we all know that mums are typically the ones making the day to day decisions in the household. We are confident that this partnership will value-add our partners even further!”

The digital age has made a lot of things convenient for mothers. Not only when it comes to looking up information about health and child development, but also being able to buy a lot of needs with just one point or click, without leaving the home. No getting stuck in traffic, difficulty in finding parking, or wasting time queuing at the cash register.

However, what do we know about the actual consumption of online shopping for digital mothers?

TheAsianParent conducted a survey in December 2017 to more than 1000 mothers in Indonesia aged between 20-40 years with household income above Rp 3 million (SGD 288).

98% of mothers surveyed said they were the ultimate decision makers for their household purchases.

One of the reasons why mothers choose to shop online is to avoid the hassles of shopping outside with a child. In addition, there are 3 main reasons other moms shop online:

  1. Can be done anytime and anywhere
  2. To save time
  3. Can compare prices easily

Price comparison is very important for mothers. However, it should still be supported with quality. Mums also like the ease of comparing the quality of goods through reviews on the Internet, especially on parenting sites. As many as 94% of our respondents made a purchase after viewing online recommendations, and 28% made purchases after viewing reviews from parenting sites.

Ease of payment transactions also supports this online shopping pattern. As many as 41% of the respondents prefer to make payments via mobile phone for their online shopping purchases.

73% of online shopping mums shop more than 2-3 times a month, and for each transaction, 6 out of 10 spend an average of Rp100,000-Rp300,000 (SGD 9.25 – 27.75). The online purchases mainly revolve around children, with a percentage of 78% for children’s clothing products and 61% for baby / child products.

Meanwhile, according to Nadya Pramesrani, M. Psi, Psychologist from Rumah Dandelion, online shopping for mums can serve as a reward and break from the busyness in the office and at home.

Me time or time for yourself for the mothers is a necessity to help them stay mentally healthy and can provide a healthy and positive environment also for their children. But with all the limitations that exist, especially in terms of time, create mothers spending Me Time with online shopping. Me time, becomes similar to window shopping but less effort compared to going to malls, and also create a smart mom because it’s easy to compare the price and quality that ultimately helps them choose the best for the family. ”

The most preferred e-commerce platform for mothers in Indonesia

A mother’s role requires her to always give the best for her family. On the other hand, she must also be the wisest in managing household expenses. Therefore, the affordability of prices is the mother’s primary consideration when choosing an e-commerce platform for online shopping.

Do you know? As many as 46% of mothers with children aged 4 years and over will look for products at a discount. After the price, the new mum will consider the trustworthiness of the seller and the existence of free shipping service.

From many online shopping platforms, Shopee became the first choice of mothers (selected 73% of respondents), followed by Tokopedia (54%), Lazada (51%), and although not fully part of the e-commerce category, Instagram (50 %).

For 90% of the respondents, Shopee is the most affordable online shopping platform. Shopee also features in-app messaging features, and free goods delivery promos. This might also be the reason that 83% of the respondents said they would recommend Shopee to their friends.

That is certainly proof that today’s mother has been helped by the development of technology. This allows mums to perform their roles, while enjoying entertainment, even shopping – anywhere and anytime, in the palm of their hand!

“I have 100 thousand dollars sitting in my current account and I have no idea what to do with it.”

“Do I need to pay my maid a 13th month bonus?”

“Should I have a joint bank account with my fiancé?”

“How much does raising a child cost?”

“Is it better to spend my excess income investing in jewelry, travel, or stocks?” 

These are questions that Roshni Chugani, 27, and Cristina Morales, 29, but had no idea where to turn to for answers. Financial websites and blogs were way too boring and just led to more questions, head-scratching, and googling. So they badgered their boss to start…

A portal on money matters by women for women.

6 months later, AsianMoneyGuide.com is launched across four markets: Singapore, Indonesia, Thailand, and the Philippines, with the mission to “empower women with basic financial and career advice in bite-sized information presented to them at the right time, at the right life stage”.

Asian Money Guide (AMG) and its vision has resonated with its early audience so much that 30fairy godmums’ a.k.a. contributors gladly shared their articles, stories, and most of all, wisdom, to help other women with their financial whats, what ifs, and woes.

AMG fairy godmums include supermodel Stephanie Chai of theluxenomad.com, corporate and innovations wiz Meri Rosich, Founder and CEO of Sixteenth Street Capital, Rashmi Kwatra, Managing Director at Singapore Repertory Theatre, Charlotte Nors, and Head of Regional Business Development at FastJobs Asia, Joelle Pang.

“I wanted to find an online portal where I could contribute some knowledge about single parenting and money matters to help women in my position. Thankfully, I didn’t have to look very far. Asian Money Guide will most definitely be bookmarked on my laptop and phone as I believe it will be a plethora of extremely useful articles, especially for women who care about managing their finances,” shares CIS HK teacher and fairy godmum Anjali Nainani.

K.I.S.S. – Keeping It Simple but Savvy

Asian Money Guide is out to ‘simplify money’, with focus on the financial needs of women. Unlike books, pamphlets, and websites that are peppered with jargon or those that seem to require level 1 financial knowledge (and make you want to pull your hair out), AMG enables every woman – of every situation and background – to be empowered in making money decisions and planning her financial future.

AMG is loaded with 101s, stories, interviews, videos, lists, and other forms of content, on topics such as: Savings, Credit/Debit Cards, Investments, Retirement, Fintech/Cryptocurrencies, Taxes, Insurance, Property, Entrepreneurship, Networking, Job-hunting, Travel, Home, Health, and Work-life Balance.

These may not be exciting at face value, but AMG distills even the most complex financial discussions to easy, fun, bite-sized reads. So how do these sound instead: Which handbag has the highest return on investment? How do I command the same salary as my male coworker? Should I tell my husband how much I really earn? Will investing in Manolo Blahniks increase my chances of signing the deal?

Even practical domestic issues prove interesting: Should I pay my parents to babysit my kids? What are the best budgeting apps out there? Is that ridiculously expensive high-tech vacuum really worth it?

Plus, tools such as ‘Loan & Savings’ and ‘Can I afford it?” calculators are available on the portal for all of us busy babes.

Written for you, yes you!

Whether single, in a relationship, engaged, married, separated, with or without kids, readers will find content on Asian Money Guide that just speaks to them. Articles such as “Money Questions Before Marriage: 11 Questions To Ask Your Fiancé” and “The Single Woman’s Guide To Buying A First Home” were produced with particular life stages and situations in mind, to provide information and advice that fit like a glove.

“When I finally learned the ropes on how to be financially independent – after years of relying on my parent’s support – I realised how so many other women must be struggling to achieve financial freedom. I’m thrilled to have Asian Money Guide come to life and hope that in the next year, we can empower women all over Asia to be bold and confident in taking control of their career and investment paths,” shares Roshni Chugani, Director of AMG.

And the response to the portal has been fabulous.  “I love Asian Money Guide – it’s perfect for someone like me who’s not so familiar with the different financial products out there. It’s become my one-stop shop for all things finance, recommendations, tips and advice,” says Danni Siew-Stevens, a sales manager living in Singapore.

Knowledge creates impact only when it’s shared and applied. I am excited to share my experiences and what I know on a platform aimed at empowering a generation of women who are chasing their career and financial aspirations. This helps in creating a more equal world” – Joelle Pang, AMG fairy godmum

See for yourself what all the buzz is about at AsianMoneyGuide.com.