Digital Mom A two-part report published by Razorfish and CafeMom : Page 15

06. Digital moms first learn about products via many channels, including TV, friends/ family and websites; however, digital and social influence channels wield more impact in the purchase funnel as mom gets closer to purchase. Although TV (31%) still has the most impact in creating awareness about a product across most verticals, the gap between TV and other channels is closing. First Hearing About It In asking digital moms which channels had a strong influence on them “first hearing about” a product, they were largely divided, with channels as diverse as email and search, podcasting, mobile browsing and social influence garnering between 26% and 20%, along with radio (22%) and newspaper (20%). Razorfish believes that this finding, which shows only a 10 point spread among the majority of media channels, is confirmation of the broad media fragmentation digital moms are experiencing and the growing power of digital channels in creating initial awareness about products. Channel impact: First hearing about it TV Referral from friends or family General Websites Email Magazines Audio or video podcast Search engines Mobile Web browsing Radio Social influence channels Newspapers Text messaging Online video 0% 5% 10% Traditional Learning/Researching Online communication channels like search (50%), websites (50%), referrals from friends/family (31%) and other social influence channels are more widely used and trusted for learning/researching than any other sources. Magazines are also highly influential (29%) in this phase of purchasing, although other traditional channels like TV (26%), newspapers (22%) and radio (18%) are not as widely cited as having influence. Beyond friends and family referrals, which might happen through social networks or traditional word of mouth, social resources like online consumer reviews, blogs, networks and RSS play an important role in influencing digital moms. Not only is social network usage high on the penetration scale, but social channels like online consumer reviews are having an important effect on how and from whom moms get their information. Since many social environments contain more than one social activity, it is important to consider the combined effect of social influence channels— online consumer reviews, RSS, social networks, blogs—and have a comprehensive strategy to leverage them. 15% 17% 17% 20% Digital 25% 30% 35% 40% 45% 50% 20% 20% 24% 22% 22% 22% 29% 29% 26% 26% 31% A joint report by Razorfish and CafeMom 14 TM R

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