Manila, Philippines – With the celebration of Mother’s Day, Twitter Philippines has released a special report on how mothers in the country are using the platform.
Twitter isn’t necessarily a top-of-mind platform for mothers, but data shows that the cohort has looked to Twitter as their go-to in the past year for useful content and engagement, specifically on parenting and health wellness.
Research shows that in 2020, there are over 8 million users who are mothers in the Philippines, which is a 36% increase in the past two years. About 58% of moms on Twitter are millennials, some of which are first-time moms, and are still learning the ropes of parenthood. Data shows that through Twitter, about 69% of Filipino moms are looking for content and information for learning and self-improvement.
Twitter is also used by Filipino moms for downtime and to indulge in their personal interests and passions. The film and television came out to be the top category around mom-related conversations with 20%, followed by health and wellness with 18%, music with 16%, with food and beverages at 15%, as well as finance at 10%, and shopping with 9%.
With the internet becoming the top source of information for buying decisions, Filipino moms also don’t pass up on relying on the platform to find useful bits on the best brands and products, For example, about 66% of Filipino moms act as the main food shoppers at home, so mothers also rely on the help of fellow moms on the internet in making smarter shopping decisions. Twitter said that 79% of moms on the platform research on a product before buying it and apart from proactively researching on their own, they are also active in sharing product reviews themselves.
Since pre-pandemic saw brands interacting with moms directly on the grocery shelves, it won’t be as effective with the ongoing lockdown.
“Connecting to active mom audiences on Twitter might not be enough; brands must also create a space for moms on Twitter to help them embrace, nurture, and celebrate their real and unfiltered lives,” said Twitter.
Chandan Deep, the head of emerging business at Twitter SEA, commented that Twitter is a space where moms and brands connect and deepen relationships, thanks to conversations on real-life experiences.
“Moms found a sense of community, while brands are given the opportunity to reach moms where they are the most open to learn and hear new ideas,” said Deep.
