| Today moms rely more than ever before on social media for parenting tips, tricks, and advice instead of family members, says Ormax – Momspresso report that Decodes the new age digital moms of India.
According to the Ormax – Momspresso report, today moms rely more than ever before on social media for parenting tips, tricks, and advice instead of family members. This bears out in the fact that a high percentage of moms turn to online websites and portals to discuss crucial aspects, read/watch reviews for kids’ clothes & accessories (47%), babycare products (42%),academics (41%), extra-curricular activities (21%) and food and nutrition (17%). With the country under lockdown due to the outbreak of COVID-19, moms have taken the responsibility of being the ultimate shield for their kids – building kids’ immunity (81%) & keeping a check on their nutrition intake (73%) on one hand, and keeping them engaged in some activities at home (71%) on the other. Interestingly, the study has revealed that modern moms are relinquishing control when it comes to parenting, moving past the dated ‘my way or the highway’ approach. Instead of being in the driver’s seat, new-age moms are adopting a more balanced parenting style. They believe that they stand to learn from kids as much as they can teach them. Report that decodes the new age digital moms Of India: At its core, the report prides itself on being the ultimate authority on ‘Digital Moms of India’ at a day and age where most decisions pertaining to motherhood and childcare are made using technology. The study is a pan India research conducted through 2100+ online surveys with 270+ hours of consumer interactions. It covered 21+ metros and non-metros, including a wide scope of mothers and children from working and non-working, nuclear, and joint families across SECs. 1. Rise of Nuclearisation: With a highly nuclearized lifestyle, a majority of moms are exploring & finding their own way by turning towards social media for answers. 2. Social Media Se PuchteHain: 47% of moms trust online reviews & platforms like parenting websites/ blogs for kids’ clothes and accessories while 42% rely on online resources for babycare products. 3. Hi, Hello Ya Namaste: 52% of moms consume online content in Hindi while 34% consume English language content. 4. The Warrior Mom During Lockdown: 81% of moms are concerned about their child’s immunity while 71% of them are looking for ways to keep their kids engaged. Prashant Sinha, Co-Founder & COO, Momspresso adds, “At Momspresso, we believe that no one understands moms the way we do, due to the volume of content that is created, consumed and engaged with, on our platform. The study reflects that in-depth understanding and is a definitive guide to the new age digital mom – not only in her ever-evolving role as a mother but also her multifaceted journey as a woman. This comprehensive report covering Bharat moms, not only in tier 1 but also tier 2 and tier 3 cities, is going to be an essential tool for all brands to leverage.” Commenting on the launch, Priya Lobo, CEO of Ormax Compass, said, “The title, “A Definitive Guide to New Age Digital Moms of India 2020”, is about digging deep to understand a mother from different perspectives. Over the years, the role of mothers and motherhood has been changing drastically, and today, more than ever, moms depend on digital platforms to raise their children. This ‘over-dependence’ on social media as the source of information is creating newer levels of confusion on how mothers should really raise their children – the best practices, is it good enough? The experiences of these mothers have stirred me. Having just been on this journey and concluding this report, I already look forward to the next exciting one.”
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