Chinese moms are very active on social media and many of them like sharing information of their children with others. 48% mothers follow mother-care products’ WeChat subscription accounts and 47% follow WeChat official accounts on parenting and education.
Safety and quality are top concern when mothers shop online. 84.5% of mothers consider safety as a priority when buying children products and 66% are willing to buy high quality goods even if they are a little expensive.
The top three online shopping websites by mothers are Taobao, Tmall and Jingdong. 82.6% of shopping mothers enter the websites by entering the URLs and only 8.2% enter via ads. About 44.3% mothers cannot memorize website URLs or may prefer searching the shopping website names online.
On average, a mother spends on online shopping for about 17 minutes and visits an average of 9.8 pages during shopping and nearly 80% would add products to shopping carts.
Chinese moms also like to interact with mother-care brands. About 82.4% want to download related apps and expect brands or experts answer their questions on babysitting on social media.