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Consumer Lifestyle
Published: 17 Jul 2014

Asian Millennial Mothers

Extra
Asian millennial mothers are happier and more connected to the world than ever before

The stereotype of the Asian 'Tiger Mom' is a thing of the past, according to new research from multinational digital marketing agency Dentsu Aegis Network. The research found that Asia's millennial mothers are more likely to be defined by their affiliation with social and mobile connectivity, rather than a relentless focus on the success of their children.

The research, based on a survey of more than 160,000 people in the Asia-Pacific region (APAC), showed that Asian millennial mothers are happier and more connected to the world than ever before. They are open to sharing and actively seek other people's views, with 56% saying the opinion of others was important to them.

This connectivity gives them a different perspective on motherhood, said Dentsu. "They understand the importance of engaging with others to share learnings to support each other," said Marie Gruy, regional director/insight at Dentsu Aegis Network APAC.

The research identified some key characteristics across different APAC markets. Korean millennial mothers have some of the highest mobile connectivity levels, with 91% accessing the web via mobile each day. Thailand's millennial mothers are the most content, with 73% agreeing they are happy with their standard of living compared to the rest of the region. And those in Hong Kong are the most likely to share on social media, with 57% uploading photos either every day or most days, compared to 15% across the rest of Asia Pacific.

For more on the female consumer in Asia, take a look at Empowering Global Women, part of our Industry Trend Future Female. For further insight into families of the future, including how technology is giving motherhood a makeover, see our Modern Family Macro Trend. 

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