Mothers’ preferences shaped by the spirit of the times

Key findings

1. Mothers follow Instagram (97%), YouTube (79%) and Facebook (70%) most.
2. Of working mothers, 63% work on site, 30% hybrid and 7% remotely; mothers set aside about two hours a day for themselves.
3. Most find raising children hard; the biggest difficulties are living conditions (29%), the economy (17%) and lack of time for children (16%).
4. For parenting advice they turn first to elders and close friends (77%), then experts (64%) and the internet (50%).
5. Watching TV is the most popular evening activity (86%); Netflix leads digital platforms (90%), followed by Amazon Prime and Exxen.
6. Mothers cut back most on entertainment (60%), clothing (58%) and electronics; health is cut least (20%).
7. Supermarkets (38%), e-commerce sites (25%) and street markets (20%) are the main shopping places; LC Waikiki leads children’s clothing (49%).

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