Mothers in India spend an average of 28.6 hours each week on media, including some 15 hours online, reading newspapers, listening to music and even watching TV shows on the Internet, says a study by Microsoft Advertising and Starcom MediaVest Group.
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For these mothers, traditional media rank low as a source of information about products they buy for themselves or for their children. Five hundred Indian mothers took part in the study that also covered China, Hong Kong, Taiwan, Singapore, Malaysia, Japan and South Korea, aimed at providing insights into the online lives of Asian mothers. “Mothers are becoming increasingly digital-savvy and, conversely, much more cynical to overt advertising,” said Kenneth Andrew, marketing director, Microsoft Advertising, Greater Asia-Pacific. It is important for brands to create relevant online experiences that reach these mothers at the right time with the right message, Andrew said.