Where do most Indian mothers look for parenting tips online?

CHENNAI: Social media plays a huge role in everybody’s lives today, and Indian moms are no exception. Indian moms of tweens and teens do look out for parenting tips online. Instagram remains the favourite app among the mommy community, according to ‘The Digital Usage of the Indian Mom-2021 Survey’ conducted by Kidsstoppress.com, a parenting platform.

The survey was conducted to understand mothers better --- what they need, what they are on the lookout for and what they do with their smartphones in pandemic times.

More than 650 million Indians were reported to have been connected to the Internet in 2020 and this report helps break down the Indian mom’s Internet usage habits.

Conducted online by Kidsstoppress.com during 2020-2021, the survey assessed 2,000 moms aged 24 to 45. The nationwide survey targeted working mothers as well as homemakers across 15 Indian cities such as Mumbai, Delhi, Bengaluru, Chennai, Nagpur, Indore, Kolkata, Ahmedabad, Surat, Pune, Guwahati, Visakhapatnam, Amritsar, Ranchi, Lucknow, among others.

According to it, 50% of moms across India said that WhatsApp is the most used social media app, while Instagram is their first choice when it comes to discovering new products and services in parenting.

‘How to keep kids busy’ was the most searched topic during the pandemic by Indian mothers in a year where there was a surge of 85% in Google searches for online courses. Parents also searched for common pandemic queries like blue light blocking glasses for kids, improving mental health of the family, and others.

Moms also searched for easy and nutritious recipes for children. Additionally, moms confessed they need help/ ideas not just with their babies but also with their tweens/teens.

Immunity and health emerged as one of the top concerns of Indian moms during the pandemic as well as the second most searched topic online. And Instagram continues to be the most preferred medium for product discovery for moms. When it comes to sharing content on social media, funny and humorous content leads the way.

Interestingly, when it comes to online spending preferences, cash on delivery remains a preferred payout option for moms, which was surprising given the fact that UPI Transactions in 2020 alone were at a three-year high according to Google Year In Search (YIS) 2020 Report.

Mansi Zaveri, Founder and CEO, Kidsstoppress Media Pvt. Limited, says, “The pandemic brought in a new dimension of Indian parents, who are more well-informed than before and want to explore their choices before zeroing in on any decisions”.


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