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’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,’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 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,, and The company’s flagship brand,, 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

* 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 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 (,, 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, 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, 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 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,, and The company’s flagship brand,, 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


Presented by, 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!

ADM-1st page

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ADM-7th page


ADM-5th page


ADM-6th page

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

[1] McKinsey & Company. 2015. Service innovation in a digital world. [ONLINE] Available at: [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 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, and The company’s flagship brand,, 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

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).  

SINGAPORE, December 3, 2014 – How secure do parents feel when they allow their children access to devices such as smartphones and tablets? In a pioneer study of its kind in the region, theAsianparent Insights, Southeast Asia’s leading parenting portal, answers this question and reveals insights on the parental content censorship, motivations and behavioural trends regarding children’s device usage.

The results of the study, entitled “Mobile Device Usage Among Young Kids: A Southeast Asia Study,” are based on a representative sample of 2,714 parents from Indonesia, Malaysia, the Philippines, Singapore and Thailand with at least 3,917 children aged between 3 and 8 years. This study was commissioned by Samsung Kidstime™ in collaboration with and helps fill the gap in research in the region by exploring how children are exposed to devices and what parents are doing to monitor their usage.

The following are the key findings of the study:

  • The majority of parents in Southeast Asia (98%) allow children to use smartphone or tablet devices.
  • 41% of children are most likely to use a device for more than 1 hour per sitting.
  • Although parent’s allow their young children to use devices, they are  worried about the negative effects of device usage on children’s health (92%), the risk of children becoming addicted to devices (90%) and exposing them to inappropriate content (88%). They are also concerned about high billing charges due to in-app purchases made by their children (67%) and damage to devices (60%).
  • Parents allow children access to devices predominantly to supplement their education, with 80% giving this topmost importance. The other motivators include giving children early exposure to technology (68%), providing entertainment (57%) and keeping them children quiet/busy (55%).
  • Children use devices mainly for gaming, videos and educational apps. However, the type of content consumed changes by age. While children aged 3-5 years mostly consume educational apps, videos and games, children aged 6-8 years start playing more games in relation to using educational apps and watching videos, thus, contrasting with their parents’ primary motivation (supplement to education).
  • Children also tend to use devices most frequently at home and least frequently in school: almost the entire sample of parents, 99%, allow children to use devices at home, compared to the 17% who allow children to use devices in school.
  • 94% of SEA parents wish their device included parental control mechanisms.
  • The most requested parental control features are setting usage time limits (72%), in-app purchase blocking (67%) and monitoring of children’s usage or progress (66%).

For a more detailed account of the findings, see the attached full report infographic which reveals detailed insights on the behavioural trends among parents and children in relation to children’s device usage.

Neetu Mirchandani, Tickled Media’s Vice President of Insights for Asia Pacific, says, “theAsianparent Insights is excited to reveal the results of ‘Mobile Device Usage Among Young Kids,’ considering it is the first study of its kind in Southeast Asia. Through the study, our goal is not only to identify and comprehend parents’ concerns and expectations regarding children’s device use as juxtaposed against children’s actual consumption behaviour, but to also explore solutions in bridging the gap between the former and the latter, thus ultimately cultivating a healthy parent-child interaction by way of devices.”

Tickled Media’s CEO, Roshni Mahtani, further highlights, “theAsianparent Insights is dedicated to better understanding the parent demographic by exploring their most pressing concerns and providing the solutions that will help them feel absolutely secure in the decisions they make with regard to their children’s well-being.”

Commissioned by Samsung Kidstime™, the “Mobile Device Usage Among Young Kids: A Southeast Asia Study” report was published in November 2014 by theAsianparent Insights.

A full copy of the report can be found at this link:

About 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 and The company’s flagship brand,, is Southeast Asia’s #1 digital parenting destination and reaches over 5 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

SINGAPORE, October 31, 2014 – “Do you feel that your baby is closer to his/her nanny over you?”

The question was enough to intrigue 27-year-old new mum Cynthia Ng to join’s new Q&A community, theAsianparent Groups.

“It piqued my interest, being a working mum who leaves her child under the care of a nanny all day long,” she said. “And when I scrolled through the other questions that mums posted, I found that I enjoyed reading the answers, the back-and-forth dialog, the bickering even, and finding mums who shared my point of view or brought a different perspective.”

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Launched today, theAsianparent Groups is getting Asian mums to confess, ask questions and answer from firsthand experience, all done in a positively candid and supportive environment. This mum-focused Q&A community caters to various mum profiles — perfectionist Tiger Mum, hands-on Helicopter Mum or the enterprising work-at-home mum — and engages them in sharing their vast parenting knowledge with each other.

“I have had many bouts of insecurity about being a working mum while struggling to raise a kid who saw her nanny more as her mummy. I must admit that I was too ashamed to share them with anyone, not even my husband,” expressed Cynthia.

“Having a nanny is such a cultural issue as well, since I was expected to stay home instead of returning to work after maternity leave. I’m beginning to worry that my jealousy toward the nanny is a reflection of my inadequacy as a mum because I continued to work. I’m glad there’s a place where I can voice out my problems and get helpful advice from fellow mums who understand my predicament,” she added.

theAsianparent Groups is the natural next step for us,” said Roshni Mahtani, CEO of Tickled Media, the publisher of theAsianparent. “Over 4 million mums look to us monthly as the authoritative site on anything and everything parenting. Now, mums can rely on us not just for our research-based information from experts, but also for a supportive community to celebrate this rollercoaster journey called motherhood.”

Membership to theAsianparent Groups is free and mums can easily log in via Facebook, Google+ or email.

Here are some of the things mums can do on theAsianparent Groups:

1. Discover and join thousands of mum-focused local groups.

Mums can choose from over 20 family-specific categories which host thousands of groups tuned to their interests. A mum-to-be, for example, can join the pregnancy category and start following groups on labour, gyneacologists or even recommended confinement practices.

2. Get answers to the most pressing questions by topic.

Mums can simply scroll down theAsianparent Groups homepage to view the most recently updated questions and answers. They can also use the search function which will curate all relevant answers across the site, even groups that they have not joined, and allow them to discover new relevant groups to participate in.

3. Ask private questions without a worry. We protect users’ privacy.

theAsianparent Groups is a safe and trusted platform. Mums can post their questions publicly or anonymously and let the community help them. They can also reply to questions anonymously, as well as privately join any groups of their choice without worrying about anyone finding out that they joined a group.

4. Become the resident mum expert and build your fanbase.

If a mum can’t find a group that suits her need, she can also create a new one and invite all her friends to join it. Now she can be the resident mum expert!

More than just a sleek and organized Q&A site, theAsianparent Groups is a supportive and positive environment where mums who share similar passions and concerns converge and engage with each other. The community accompanies mums throughout their journey, giving them a milieu where they can be free to be mums, wives, friends, colleagues and, simply, women.

Visit to join in the fun!

About 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, and The company’s flagship brand,, is Southeast Asia’s #1 digital parenting destination and reaches over 4 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

Press Contact:

Carla C. Perlas

Regional Editor-in-Chief of theAsianparent (Singapore, Philippines, India)

+65 6344 2865 | [email protected]