Online Behavior of Digital Moms
Razorfish and CafeMom recently teamed up to publish a two-part article that explores the online behaviors of mothers. It’s appropriately titled Digital Mom 2009.This thorough, 30+ page article examines what women with children are up to when they log on. It avoids generalizations and is full of hearty statistics. For example, here is their finding about how mothers with older children are more likely to use Web 2.0 features:
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%).
Part 1 focuses on the online behaviors of this growing group. The article’s table of contents summarizes the key findings:
- Digital moms are active users of Web 2.0 technologies.
- Age does matter, both the mom’s age and the child’s.
- Moms’ motivations for using emerging channels change as their children grow.
- “Whom moms communicate with” is changing.
- Moms may be moms, but they are also women with interests beyond parenting.
- Digital Moms first learn about products via many channels.
Part 2 looks at how mothers use social networks to connect, find information, and express themselves online.
Read the full article: Digital Mom 2009
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Glad I found this website from DigitalWoman on Twitter! I think a lot of marketers miss the important point you pointed out – that it’s the age of the mother AND her children that is likely to define surfing habits. (I have six children, 25, 22, 20, 17, 16 and 8 and have been online for a while so I know the whole age of parent/age of child factor has some merit! I could also add it’s awfully hard to sit through and listen to a podcast with toddlers running around!)
I’m going to look at the report now..looks very interesting..(and subscribe to your feed!)
Thanks!
Thanks for the interesting data!
Welcome to the Webgrrls community.
I have more user experience thoughts on twitter/kristinvincent.
Good post, I would also add the increasing number of moms who are now generating an online income.
Absolutely! I just combed through the Razorfish and CafeMom article again, and I didn’t see tht point come up explicity, though it’s certainly true. The article talks about how women are just as likely to work full time as stay home. It doesn’t address the moms who stay home and work online.