•     ‘A Definitive Guide to New Age Digital Moms of India 2020’ is a comprehensive study covering over 21 metros and non-metros, over 2,100 online surveys and 270 hours of consumer interactions and expert interviews
  •     Rise of Nuclearisation: With a highly nuclearised lifestyle, a majority of moms are exploring and finding their own way by turning towards social media for answers
  •     47% of moms trust online reviews and platforms like parenting websites/ blogs for kids’ clothes and accessories  while 42% rely on online resources for babycare products
  •     Hi, Hello Ya Namaste: 52% of moms consume online content in Hindi while 34% consume English language content
  •   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

Chennai, NFAPost: As many as 47% of mothers turn to online websites and portals to read/watch reviews for kids’ clothes and accessories and 42% for baby care products and 41% of mothers for academics purpose.

Consumer understanding company Ormax Consultants and the largest platform for moms Momspresso.com have launched a report, ‘A Definitive Guide to New Age Digital Moms of India 2020’. The report gives insights into the changing face of motherhood in an increasingly nuclearised and digital world and a modern approach to childcare. It also touches upon ongoing trends such as the rise of mompreneurs and the impact of COVID-19 on mothers.

According to the report, even while living in joint families, mums are experiencing physical and mental nuclearisation of families, which has led to the evolution of their approach to parenting. Today, mums rely more than ever before on social media for parenting tips, tricks, and advice instead of family members. As many as 21% of mums turn to online websites for academics, and 17% for food and nutrition purposes.

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%) and keeping a check on their nutrition intake (73%) on one hand, and keeping them engaged in some activities at home (71%) on the other.

“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 Indian 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,” Momspresso Co-founder and COO Prashant Sinha said.

The study has revealed that modern mums 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 mums are adopting a more balanced parenting style. They believe that they stand to learn from kids as much as they can teach them.

The steady growth of vernacular content has also been covered by the in-depth report with Hindi emerging as the language of choice for a majority of mums. About 65% of the respondents stated that they prefer watching television content in Hindi while 52% of moms consume internet content in Hindi.

“The title, ‘A definitive Guide to New Age Digital Moms of India 2020’, is about digging deep to understand a mother from different perspectives. Ormax has been at the forefront of consumer understanding and behavior for over 35 years, and nothing gives me more pleasure than bringing the voices of mothers to the forefront. 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,” Ormax Compass CEO Priya Lobo said.

“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,” Lobo added.

The report is a result of a knowledge collaboration between Ormax and Momspresso, both accomplished names in their respective industries. The study is a pan India research conducted through 2,100 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.

As a part of the launch of Momspresso-Ormax study, the brand is hosting a series of discussions.

Established 35 years ago, Ormax has been a leader in providing consumer understanding and market insights across categories. Ormax Compass, an integral part of the Group, focuses on supporting brands in understanding consumer psychology and keeping humans in the equation. Momspresso.com is India’s largest user-generated content platform for women.

Launched in 2010, Momspresso.com  is based out of Gurgaon, Haryana. The platform attracts users and bloggers to create content on subjects as diverse as conception, pregnancy and baby care, teenage and adolescent issues, beauty, fashion, healthcare, and travel. Momspresso.com  users can quickly set up their own blog and express themselves to like-minded mothers in 10 different languages including English, Hindi, Gujarati, Bengali, Marathi, Malayalam, Telugu, Tamil, Punjabi and Kannada. The brand has now extended its commitment to empowering Moms financially, with the introduction of MyMoney, a simple way to make money by participating in campaigns by brands they love and use.  

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