Digital Mom A two-part report published by Razorfish and CafeMom : Page 14

05. Moms may be moms, but they are also women with interests beyond parenting. When asked to select the top items researched or purchased online in the last three months, most digital moms selected Fashion/Clothing (40%). This was followed by Food/Cooking (31%), Baby/Parenting (26%), Banking (22%), Electronics/Computers (21%), Travel (21%) and Medication/Medical Condition (20%). However, women with children under the age of 5 were significantly more likely to select Baby/Parenting (46%). Across some verticals, moms’ interests change as children grow, while other interests transcend time. Moms’ interests in lifestyle content (Health/Fitness, Fashion/Clothing, Travel, Food/Cooking) remains consistent regardless of how old their children are, while their consumption of life-stage content (Baby/Parenting, Medication/Medical Condition, Computers/Electronics, Cars and Telecommunications) evolves as their children grow. Categories in which moms researched, sought advice, or purchased (in the last 3 months) 50% 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 40% 31% 26% 22% 21% 21% 20% 18% 14% 14% 12% 2% Implications for Marketers: Marketers should consider marketing to mom as both an interconnected woman and a mom, as her interests extend beyond parenting. Marketers should note that categories including Clothing/Fashion, Food/Cooking, Health/Fitness and Travel appeal to all women, regardless of a mom’s age or the age of her child. However, some interests are dependent on the age of her children. Marketers need to consider this aspect of segmentation when marketing products in categories such as Baby/Parenting, Medication/Medical Condition, Electronics/Computers, Cars and Telecommunications, noting that interest levels in these categories vary based on the age of the children in the household. 13 Digital Mom 2009 Clothing / Fashion Accessories Food / Cooking Baby / Parenting Banking Services Electronics / Computers Travel Medication / Medical Condition Health / Fitness Homegoods / Appliances / Furniture Telecommunications Cars Brokerage Services

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