Asian moms spend an average of 34.7 hours per week on media-related activities and 53 percent of this time is spent on the Internet. To search for information and complete purchases, mothers are making a move from traditional media to digital media. With 84 percent of mothers stating that the Internet is now part of their lives, and 64 percent planning to use it more often, this target group presents vast opportunities for online advertisers.

1. The Secret Online Lives of Mothers in Malaysia…Revealed
Microsoft Advertising and StarcomMediaVest Group (SMG) interviewed 2,859 moms across eight markets in Asia
in a joint venture research to uncover:
The role the Internet plays in mothers’ lives as they gain experience and knowledge
The digital channels that influence online purchases
The difference in online interactions based on needs versus interests, both as a mother and as a woman
Attitudes towards new media and technologies
Malaysia – Key Data Points
Malaysia moms invest an average of 42.4 hours per week on media; 53 percent of that time is spent on
the Internet
91 percent say the Internet is now part of their lives and 65 percent plan to use it more often
90 percent of Malaysia moms highlight that the Internet simplifies life; 85 percent say the Internet helps
them make better decisions and 62 percent use the Internet to keep up to date.
Malaysian moms use the Internet as a tool to enjoy on-demand ‘me-time’:
o 93 percent use the Internet to connect with family and friends
o 83 percent use it for ‘me-time’ activity
o 81 percent use it to relax
There are 16 online activities that at least 50 percent of Malaysian moms engage in per week, with the
top five activities including:
o Emails (97 percent)
o Search engines (87 percent)
o Search for information on products and services (83 percent)
o Read newspapers and magazines (80 percent)
o Instant Messenger (76 percent)
o Visited social networking sites (76 percent)
Malaysia moms are the highest user of online social communities to search for information in Asia
What This Means for Advertisers
1. Advertisers can harness mothers as online brand advocates
Mothers are vocal about products and brands. Overall, 92 percent of the surveyed moms in Malaysia
agree that “good brands are worth talking about.” 72 percent are successful in persuading their friends
and family to buy the same products. 50 percent share their purchasing experiences through online
channels, and 54 percent of mothers in Malaysia refer to online forums and discussion groups before
making a purchasing decision. By creating relevant content, marketers can harness mothers as brand
advocates, earning champions and evangelizers of the brand.
2. Online advertising provides multiple ways to reach mothers across a range of activities
Brands not online in Asia risk becoming irrelevant to this influential audience. As a media owner,
Microsoft Advertising gives brands access to Asia’s mothers who are media savvy and active on the
Internet, especially on the social media platforms. 70 percent of Malaysia moms use and search social
networks as a source of information for her child and family. 51 percent of Malaysia moms reported that
online customer reviews have the highest influence on their purchasing decisions. To reach mothers
across a range of activity, marketers need to move away from the traditional ‘push’ advertising psyche –
where messages were pushed down to the consumer – to an environment that encourages consumers to
‘pull’ relevant content and engage online.

2. 3. Microsoft Advertising gives advertisers access to one of the broadest networks to reach mothers where
they seek information, stay connected, learn about products, and make purchasing decisions
Microsoft Advertising believes in the power of digital advertising to tell a million stories to one person,
rather than one story to a million people. Based on this research, mothers are receptive to a myriad of
brand messages at once. Additionally, with its roots as a technology company, Microsoft Advertising can
provide advertisers with tools to help prove return-on-investments and show the impact of targeted,
digital campaigns.