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BizReport : Social Marketing : February 03, 2009

New survey delves into the lives of digital moms

A two-part report, 'Digital Mom', has been released by Razorfish and CafeMom. It examines the lives of moms in today's digital world. Part one, by Razorfish, concentrates on moms' adoption of emerging technologies and part two, by CafeMom, deals with the role of social media in their day to day lives.

by Helen Leggatt

According to Nielsen NetRatings, 84% of the 32 million moms in the U.S. with children aged 18 years or younger go online. Those moms are increasingly using the Internet to stay connected, keep informed, seek advice, help with daily chores and to keep abreast of their children's digital lives. They are an important audience, and one the Razorfish/CafeMom "Digital Mom" report examines in detail.

Razorfish's half of the report - "Connecting with Digital Mom through Emerging Technologies" - found that digital moms* are adopting emerging technologies beyond that of email and search. Many (65%) have social network profiles and use text messaging (56%) while over half (52%) play games either online or via a console.

While only a few (10%) digital moms use mobile phones to browse the Internet, many of those that did said that it was far more influential on their purchasing decisions than other media channels.

"This finding is significant," said Terri Walter, vice president of emerging media at Razorfish and author of the Razorfish study. "It predicts the profound impact that mobile browsing and perhaps shopping applications will likely have on peoples' buying decisions as more people adopt smartphones."

CafeMom's part of the study - "Connecting with Digital Mom through Social Networks" - found that digital moms are spending more time on social networks than ever before. This isn't surprising as women are natural relationship builders and, as Chuck Schilling, research director for Nielsen Online pointed out, "Moms, in particular, look to the Web to connect with other parents for tips and support, and they aren't afraid of new technologies".

CafeMom arrived at five different segments of digital moms that use social networking sites along with ways in which marketers might approach each type. The segments include Groupsters who live to build online communities and the advice-hungry Infoseeker.

The entire report has been published online.

*For the purposes of the study, digital moms are defined as women with at least one child under 18 in the home who have engaged with two or more emerging technologies and who have researched, sought advice or purchased a product online in the last three months.

Tags: Cafemom, digital moms, email, Razorfish, social networking, text messaging

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  • Joanna

    Cafemom does have a social currency aspect in that it brings moms together to connect on shared interests, challenges, and insights. The community aspect is the draw. I did check out bizymomz and found it useful and appealing even to the non-mom set. You may also find of interest.

  • joyce

    cafemom is a social network. From everything I am hearing social networks are struggling because those there, are not looking for something they have a strong need for. 1 site I do like in the mom space is They have tons and tons of features and 1000s of articles on all kinds of topics. Just my opinion :)



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