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BizReport : Research archives : September 17, 2008

Study: Gen X/Y mothers use Internet differently

Online behavioral differences between Gen Y and Gen X mothers have been revealed in a recent study conducted by The Parenting Group and NewMediaMetrics.

by Helen Leggatt

The activities of mothers in the digital era are ever changing, and a new study has revealed that while Gen Y and Gen X mothers have similar online interests they have very different ways of using the Internet.

Marketers need to keep these differences in mind when marketing to the new generation of online mothers, said the study, reports Marketing Charts.

Gen Y mothers are most likely to gravitate towards social sources such as blogs and social networks. Gen Y mothers also contribute more online in the form of online video and being members of online communities and forums. The study concludes that Gen Y mothers prefer the advice of their peers and not necessarily experts

Gen X mothers, on the other hand, use the Internet in a much more functional manner. They take advantage of online services such as shopping and banking to better organize their lives and are active on rating and review sites.

The study was based on data from over 800 mothers visiting, which revealed:

- 149 Gen Y mothers vs. 71 Gen X mothers own a blog
- 160 vs. 86 read others’ blogs
- 148 vs. 78 maintain an online profile
- 154 vs. 96 create/share their own videos
- 156 vs. 105 participate in an online community of mothers

Tags: Gen X, Gen Y, mothers, online behavior

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