Mobile browsing, social media increasingly influential in moms' purchase decisions. New York, NY February 2, - A new marketing report by Razorfish and CafeMom indicates that moms' digital behaviors change remarkably when their children hit 12 years old and that mobile browsing and social media channels are increasingly affecting moms' buying decisions. Digital Mom consists of two companion studies. The first study, conducted by Razorfish--one of the largest digital marketing companies in the world--focuses on how digital moms are adopting emerging technologies.
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They surveyed 1, online moms who are reported users of at least two Web 2. Part 1 told us about the ways moms are consuming media and the range of emerging technologies they have embraced.
Most of the findings fortify what we already know, so it's great to have some third-party findings to back them up. Today I wrote again on Lipsticking regarding Part 2 of the report which deals mostly with Connecting with Moms through social networks.
It includes an overview of the five core segments of socially connected moms that they have profiled that represent a diverse mix of varied life experiences, values and motivations. For this part of the survey a random sample of CafeMom active users were asked to complete an in-depth survey in which these key findings are based on 1, members who completed it. Moms today are spending more time on the Internet and dedicating an increasing share of that online time to social networks than ever before.
The majority of moms indicated that their use of the Internet has increased over the last 24 months, and that this increase in web usage has come at the expense of traditional media. Moms reported spending Four out of five moms said social networks have had a positive impact on their lives.
Some of the most valuable benefits cited include staying in touch with people they know, connecting with others like themselves that they do not yet know, expressing themselves, having fun, as well as getting information and advice on a wide range of topics from parenting concerns to purchasing decisions.
They can be found blogging, photo sharing, designing personal profile pages, chatting with others, engaging in group discussions, and playing games, as well as initiating new online friendships and building communities based on interests.
The report then states that moms on social networks are not a homogeneous group. They of course represent a diverse range of demographic and social characteristics. Here are the five core segments and an abbreviated version of the profile descriptions that make up the socially networked moms of today. Can you pick which one you are? Perhaps a combination of some? She is the second most educated of the segments—most likely having attended some college—and equally likely to be a stay at home mom as be employed.
She is very social and has an above average number of online friends in her network already and continues to reach out to initiate new online friendships, more so than any other segment. She enjoys organizing and beautifying her personal profile page to reflect her own unique style and includes many photos, a personal audio playlist and widgets. She is also generous in responding to polls, and prefers the structured, efficient interaction these areas provide to completely free form conversation and blogging.
She uses her social network for both purposeful and recreational uses, to help her stay in touch with people and to also monitor her children who are spending more time online themselves. She's more introverted and less inherently social.
She likes to join online groups such as local school groups or other groups providing practical information, yet is not a frequent contributor to the conversation. She enjoys the widgets on her profile page, especially games and quizzes she can play on a regular basis whenever convenient. She is reluctant to upload and share photos therefore has the lowest number of photos of any segment. She does however interact with a fairly wide circle of online acquaintances. She also appreciates opportunities for communication with those in her social sphere, and ranks the highest for sending private messages.
She is a very active member of the online mom community. She joins more groups than any other segment, and is the most likely to start a new group. She generously contributes to online forums, blogs often, and asks and answers questions. She is not inclined to share photos or respond to poll questions.
She is among the best educated of the segments, and is most likely to be a stay at home mom. She is hungry for information on parenting-related topics and products since she has a newborn at home. Friends are by far the most valued channel for parenting advice and next is from online parents in similar circumstances.
While she has joined a mom social network, her number of online friends is not very extensive. She enjoys reading blogs, not writing or posting comment or taking polls. She is no longer seeking parenting information and advice but is looking more to chat with others like her and hear the latest opinions on products. She uses social networks to keep tabs on her socially active teen through other social networks to help monitor their interests and behavior.
Her friend network is a trusted resource for both advice and purchasing decisions, and she values this channel she more than expert reviews, articles or advertising.
She is highly social, has a large friend base, a strong network of existing mom friends and adds people as she encounters them on various social networks. She connects frequently with others through writing blogs she and private messages.
The more visual aspects of expressing herself online are not as important to her; she under indexes dramatically on sharing photos and customizing her profile page. Your email address will not be published. Share This. Leave a Reply Cancel reply Your email address will not be published. Search for:.
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In our time, moms are juggling between work, family, friends, and interests. New technologies and social media help them managing it all. Definition of a digital mom But what is the definition of a digital mom? It is a mom who connects to the Internet at least once a week.
Marketing to Moms? Read the Digital Mom Report.
The era of digital moms
They surveyed 1, online moms who are reported users of at least two Web 2. Part 1 told us about the ways moms are consuming media and the range of emerging technologies they have embraced. Most of the findings fortify what we already know, so it's great to have some third-party findings to back them up. Today I wrote again on Lipsticking regarding Part 2 of the report which deals mostly with Connecting with Moms through social networks.
Razorfish, CafeMom study digital moms
February 13, Do yourself a favor and click on the download PDF icon to read the report. Here is a quick summary to entice you to read the whole thing. Anyone who is trying to market products or services for moms should read this excellent report.