Digital Mom A two-part report published by Razorfish and CafeMom : Page 10

02. Age does matter, both the mom’s age and the child’s.5 a. Key differences exist in digital usage between older and younger moms. Digital moms under 35 are more likely to leverage newer communications platforms like social networks (72%), SMS (64%) and mobile browsing (13%); while moms 45 and older are more likely to utilize deeper informational tools like news sites (61%), online consumer reviews (43%), and podcasting (12%). In terms of entertainment, moms 35-44 are most likely to use a DVR (37%), while moms 45+ are significantly more likely to game than moms 35-44 (55% vs. 48%). b. Key differences also exist among moms based on the age of their children. Digital moms of children 12 and older, versus moms with children under 12, are more likely to watch online video (40% vs. 34%), game (57% vs. 51%), read online consumer reviews (38% vs. 30%), and watch or listen to podcasts (13% vs. 9%); while moms of children younger than 12 are more likely to use social networks (67% vs. 62%). As it is likely that a majority of moms with children 12 and older are also older themselves, it is not surprising that many of these trends mirror the divide we see between women under 35 and women over 45. But the exceptions are online video and gaming, which are significantly higher for digital moms with children 12 and over, indicating that parenting stage, interaction with their children online, and/or leisure time differences might play a factor in the adoption of these technologies. Implications for Marketers: Based on their consumption habits, digital moms who are younger in age tend to be more comfortable with newer communications tools like social networks and SMS, whereas older moms tend to be more comfortable with information channels online. At the same time, moms with children 12 or older are more likely than moms of children under 12 to use gaming and video. Marketers have an opportunity to respond to these trends by acknowledging that a “one-size-fits-all” strategy against moms may not work. It will be important to segment by age and continue to follow these trends year over year to ensure that marketing programs are speaking to each set of moms in their technology comfort zone. 09 Digital Mom 2009 5. All findings are significant at the 90% confidence level.

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