Digital Mom A two-part report published by Razorfish and CafeMom : Page 5intro being a mom today is challenging Not only is a mom handling the responsibilities of caring for her children and managing the household, but she is juggling work demands, keeping close tabs on her family and their needs, and maintaining friendships. She is also looking for outlets for “me time” and leisure time with her family despite complex schedules. On the shopping front, mom finds herself confronted with more brands and products than ever before, yet she has an overabundance of information with little time to research the best options for herself and family. It’s no wonder that 70% of Americans say moms today have it tougher than their counterparts did 20 or 30 years ago. 1 So how does mom manage? Today’s mom has become quite resourceful in adopting technology and social media to help her “do it all”—we call her “digital mom.” 2 She is way beyond programming the VCR, checking answering machine messages, and emailing. Now, she’s likely to be managing the household DVR library or downloading videos/ podcasts to teach and entertain; relaxing with casual or multiplayer games; using her mobile phone to text her family or browse the Web; and meeting and connecting with a wider range of “friends” than ever before through online social networks. And digital moms are not a niche; they have, in fact, become the mainstream, representing an estimated 84% of moms online in the U.S. today. 3 Women with children highly value social media, mobile and other digital technologies as a convenient means to stay connected, seek advice and information, shop and learn about products, meet others like themselves, and simplify the many dimensions of their lives. Digital technologies and social media are also providing new emotional and social outlets for moms including new ways to express themselves, get support from others, or just have fun. And as their habits change, how we market to moms also needs to change. Digital Mom, a two-part study conducted by Razorfish and CafeMom, looks at the ways technology and social media are affecting moms’ lives today—everything from how they parent, socialize and keep in touch, to how they shop. It also considers what marketers need to do to reach this evolving and highly influential segment. Through “Part One—Connecting with Digital Mom through Emerging Technologies:” • Learn about the ways moms are consuming media and the range of emerging technologies they have embraced—they are more tech-savvy than you think. • Gain perspective on how the ages of both mothers and their children affect digital behaviors and category interests. • Hear which channels wield the most influence on moms’ purchasing decisions and shopping behaviors by vertical and how marketers can connect best. Through “Part Two—Connecting with Digital Mom through Social Networks:” • Understand how and why moms use social media—their activities and motivations may surprise you. • Determine what information channels moms trust most, and which are most influencing their shopping behavior and purchasing decisions. • Meet our five core segments of socially connected moms that represent a diverse mix of varied life experiences, values and motivations: • The Self Expressor • The Utility Mom • The Groupster • The Infoseeker • The Hyperconnector • Learn how these insights apply to marketers and what approaches brands should adopt to reach and connect with each of these key mom groups. It is clear that how moms communicate and whom they trust is fundamentally changing. Understanding how to leverage emerging technologies, and the growing social influence of the digital mom, is a critical step for marketers in a changing media landscape. 1. The Pew Research Center. Motherhood Today: Tougher Challenges, Less Success. May 2, 2007. 2. Digital Moms, as defined by the Razorfish survey, are Internet moms aged 18-64 who have reported using at least two Web 2.0 technologies in the last three months, and have researched, sought advice or purchased online in one of twelve categories in the last three months. See Methodology, page 06 for more details. 3. Findings project to 84% of online women with children under 18 in the household, as per Nielsen NetRatings @Plan Winter 2008/2009. A joint report by Razorfish and CafeMom 04 TM R Publication List |
