To keep moms and kids engaged and entertained during the lockdown period, the country’s largest user-generated content platform that allows women to express themselves through different formats including text, audio, and video across 10 languages, Momspresso.com, has been introducing several campaigns. If we take a closer look at the mums of the country who are caring for children and their family amidst these uncertain times, it becomes important to understand what they are going through and how has Covid-19 impacted their interaction with their surroundings at large.
To understand this better, MomSights – Momspresso’s research and insights division, is conducting the Covid-19 Weekly Tracker for six to eight weeks. While stress and anxiety were major sentiments in the first two weeks, this week has witnessed moms feeling hopeful. However, since they have been managing everything at home, moms are now exhausted. The third-week survey was conducted among 500 moms across the country, from cities such as Delhi, Mumbai, Chennai, Bengaluru, Pune, Kanpur, Jaipur, Bhopal, etc. Going forward, Momspresso.com intends to survey over 3000 moms through its COVID-19 tracker over the next six-eight weeks.
In the third week of the lockdown, mom’s stressors have remained similar to the first two weeks. While 74% of moms are worried about keeping everything sanitised and 57% are concerned about keeping their kids busy during this lockdown. Kids’ health remains the topmost stressor for moms as 78% are worried about their kids getting sick amid the lockdown. Screen time is a growing concern for moms.
Panic buying and stocking up on essentials were rampant in the first two weeks of the lockdown. In the third week, however, moms have a sufficient stock of staples at home. However, spending on tea/coffee, biscuits, breakfast cereals, and snacks has gone up slightly as more time is spent at home. Since visiting a doctor is not feasible, moms are stocking up on medicines as well.
On the brighter side, a majority of moms have mentioned that they have a renewed appreciation for spending time with their family and an increased value of life. They are also realising the importance of a healthy lifestyle, a positive outlook, and me time. Post-lockdown, they plan to continue living a healthy, disciplined life, check their spending habits, and plan finances better.
For all their pantry items, moms are sticking to their usual pre-lockdown brands and not splurging on premium ones. While the demand for sanitisers, handwash, and other cleaning products has increased this week, moms are buying whichever brands are available in their nearby store.
In another important part of the study, Momspresso.com aimed to find out how moms are leveraging digital platforms during the lockdown. According to the third-week results, there has been an increase in the use of apps like Instagram, YouTube and Pinterest. Just like the first two weeks, moms are relying more than ever on Whatsapp to connect with their friends and family and ensure their well-being. Further, OTT platforms such as Hotstar, Netflix, Amazon Prime, etc. have also witnessed a surge in demand as a way for families to binge and bond.
Moms are increasingly watching videos related to art and craft projects for kids, new recipes for cooking and yoga, workouts and meditation videos to stay healthy amid the lockdown.