Insights Into The Internet Behavior Of Young Chinese Moms

By Nancy

11:06:00, Mar. 27, 2020

What is the difference in the energy distribution of one-child and two-child families, first and second-tier families, and middle and small-sized cities?

The post-85s and post-90s generations have been the main population of childbearing. Parents who are between 25 and 35 years old accounts for two thirds of the new-parents population. These parents are independent and their consumption preferences have also changed significantly. 

Good family conditions make these new parents love themselves more as they become parents. Being in a new era, they are used to getting all information through the Internet and have strong self-awareness and independence.

So where do Chinese mothers spend their time?

A typical Chinese mother would spend most of her time on a baby. In the process of accompanying their baby, there are activities of parent-child interactive games, reading picture books, parent-child travel, and watching electronic devices.

Mothers have very limited leisure time. They mainly spend time in learning knowledge, communicating with friends, recording growth of their baby, and shopping online.

In daily parenting, parenting apps, shopping websites, and short video apps have become important tools for mothers. Mothers are most active on the internet after lunch breaks and when children are sleeping. Now, the integrated e-commerce (Tmall, has been the preferred online channels. In addition, in the past two years, Buy Together (Pinduoduo) has become a typical shopping way.

What is the difference in the energy distribution of one-child and two-child families, first and second-tier families, and middle and small-sized cities?

With the advent of the second child age, "full-time mothers", "scientific parenting" and "rational consumption" have become the core characteristics of maternal and infant consumption. Compared with the one-child families, the two-child mothers have better childcare knowledge, higher income, and are not obsessed with imports. Mothers also begin to pay more attention to the nutrition needs of the babies. 

From the perspective of consumption, the growing of childcare expenses makes mothers' consumption conception more rational. Taking milk powder as an example, mothers would rationally compare the formula ingredients of different milk powder brands to decide which to buy.

In terms of user stratification, the focus and energy allocation of mothers in first-tier cities and small towns are also different. Families in first and second-tier cities put greater emphasis on children's education, especially in preschool education, extracurricular education, and studying abroad. Parents are also willing to broaden children’s horizons through travel. In small cities, families are more willing to spend money on sports.

In addition, mothers in first and second-tier cities are top anxiety sufferers. They need to take care of their families, the work, as well as their decent lives. In contrast, families in small cities are less bothered by life burdens. Most working mothers work from 8:00 am to 5:00 pm, and they have more leisure time. They love themselves more than the post-80s moms.

In terms of consumer preferences, moms in first and second-tier cities are consuming in a more rational way. For these mothers, the majority of information comes from independent acquisitions. However, middle-class mothers in small cities are in a great way following the fashion trend. Online shopping platform recommendations and tablets have become their main information source.

For consumption methods, online consumption habits in first-tier cities are more mature, but the third and fourth-tier cities are more dependent on offline purchases.

When it comes to reproductive characteristics, more than 50% of middle-class women are planning to have a second child. In the remote cities, there are more young mothers.

In short, the merchant's attention should be where the mother's time is spent. 


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