The document discusses how digital moms use the internet in four main "mom states": Mom as the Expert, Mom for Herself, Mom Connected, and Mom the Savvy Shopper. It provides insights into each mom state, including how moms use the internet in that state based on interviews with moms, examples of remarkable content, and key questions moms have. It concludes by posing future questions about how brands like General Mills can better engage with and market to digital moms across different mom states.

1. The Digital Mom
Anna Kettenacker
Kevin Zugschwert

2. Agenda
2
Project Overview
The 4 Mom States in Digital
• Mom State Defined
• In Her Words
• Remarkable Content
Future Questions

3. Our Digital Mom
3
Mom as
the Expert
Mom for
Herself
Mom
Connected
Mom the
Savvy
Shopper

4. Mom as the Expert
• Problem Solver: She uses the web to get quick answers.
• Information Seeker: She uses the web to make daily decisions.
• In the Know: She uses the web to learn about current events.
• On Top of Things: Utilizes organizational tools to manage her busy
schedule.
4
Internet provides a way to manage her world
Mom as the
Expert
Problem
Solver
Information
Seeker
In the Know
On Top of
Things

5. Mom as the Expert: Problem Solver
• How do I get to my son’s
basketball game?
(Google Maps)
• Is my child sick?
(WebMD)
• How can I help with my
child’s homework?
(Google Search)
5
The expert mom uses the internet to solve the her day-to-day problems
In her words:
DIGITAL MOMS PRESENTATION 13

6. “I Google everything like if I don’t know the answer
to something or if I’m trying to research
something.” -Kirsten
6
Mom as the Expert: Problem Solver
Remarkable Content:
• Quick access to information
• Solutions for wide range of
problems
Example
• WebMD provides a quick way
for moms to answer many
health questions in intuitive
ways like this Symptom
Checker.
DIGITAL MOMS PRESENTATION 14

7. Mom as the Expert
• Problem Solver: She uses the web to get quick answers.
• Information Seeker: She uses the web to make daily decisions.
• In the Know: She uses the web to learn about current events.
• On Top of Things: Utilizes organizational tools to manage her busy
schedule.
7
Internet provides a way to manage her world
Mom as the
Expert
Problem
Solver
Information
Seeker
In the Know
On Top of
Things

8. Mom for Herself
• Casual Browsing: She’s using the internet as a way to unwind.
• Indulgence: She’s online visiting celebrity gossip sites and other “guilty
pleasure” websites.
8
Internet provides an opportunity to be entertained and relax.
Mom for
Herself
Casual
Browsing
Indulgence
Digital Moms Ethnography – 34, 35

9. Mom for Herself: Casual Browsing
• What’s the easiest way
for me to wind down my
day?
• How can I entertain
myself with little effort?
9
Mom is using the internet as a platform to carelessly browse, watch videos, and unwind.
In her words:
“I visit Pinterest at least once a day and
find good ideas. I would say I use a least 3
ideas a week from Pinterest.”
-donnachapin
Digital Moms AdTech - 8
Village Voice – Your Online World - 9
“ I check social media only
after I put the girls down,
usually before I go to bed.
I like to check Facebook
and a couple of baby blogs
that I read.”
-Jeremi

10. 10
Remarkable Content:
• Highly Visual
• Effortless
• Inspiring
Example
• On Pinterest, people are
sharing delicious and inspiring
options. These recipes and
ideas feel accessible, like
something they are able to do.
Digital Moms Ethnography - 37
Jeremi McClain Rupprecht interview
Mom for Herself: Casual Browsing

11. Mom for Herself
• Casual Browsing: She’s using the internet as a way to unwind.
• Indulgence: She’s online visiting celebrity gossip sites and other “guilty
pleasure” websites.
11
Internet provides an opportunity to be entertained and relax.
Mom for
Herself
Casual
Browsing
Indulgence
Digital Moms Ethnography – 34, 35

12. Mom Connected
• Social Butterfly: She connects with the world around her through social
networking sites.
• Creative Identity: She uses her innovative style to build her personal
brand.
12
The Internet provides a way
Mom
Connected
Social
Butterfly
Creative
Identity

13. Mom Connected: Social Butterfly
• How can I stay connected
with my friends and
family?
• Where can I share what
is going on in my life?
13
The connected mom uses social media to share her life
In her words:

14. 14
Mom Connected: Social Butterfly
Remarkable Content:
• Connects with
• People I know
• Things I like
• Places I go
Example
• Brands are worth liking if they
connect with her lifestyle.
What she really likes to share is
her own life.

15. Mom Connected
• Social Butterfly: She connects with the world around her through social
networking sites.
• Creative Identity: She uses her innovative style to build her personal
brand.
15
The Internet provides a way
Mom
Connected
Social
Butterfly
Creative
Identity

16. Mom the Savvy Shopper
• Coupon Clipper: She uses the internet to find coupons and deals
• Fully-Informed: She’s seeking product reviews, testimonials and advice
from the web.
• Online Expert: She utilizes the internet to do her family’s shopping.
16
Internet is a tool for saving both time and money
Mom the
Savvy
Shopper
Coupon
Clipper
Fully-
Informed
Online
Expert
Forrester Digital Moms - 2
Digital Moms Ethnography – 28-29

17. 17
Mom the Savvy Shopper: Online Expert
In her words:
• Where can I order the
kids’ uniforms for school?
• How can I get this
shopping done during my
busy day?
The savvy mom uses digital and mobile fulfill her family’s shopping needs.
“91% of smart phone owning
moms use it for shopping”
McCann Truth Central - 15 Digital Moms Adtech - 19
Digital Media Landscape – 29, 31
“I do a lot of shopping online
mostly because it’s quick and
they have the sizes I need and
it’s mostly for my kids. I go to
the Gap and they have all the
sizes I need and I get free
shipping.” -Melissa

18. 18
Mom the Savvy Shopper: Online Expert
Remarkable Content:
• Time-saving
• Extra Deals (ex. Free shipping)
• Variety of products
Example
• Coborns Delivers offers a
simple way to search for and
purchase groceries through an
easy-to-read menu and past
grocery lists.
Digital Moms Ethnography - 29
Forrester Digital Mom - 1

19. Mom the Savvy Shopper
• Coupon Clipper: She uses the internet to find coupons and deals
• Fully-Informed: She’s seeking product reviews, testimonials and advice
from the web.
• Online Expert: She utilizes the internet to do her family’s shopping.
19
Internet is a tool for saving both time and money
Mom the
Savvy
Shopper
Coupon
Clipper
Fully-
Informed
Online
Expert
Forrester Digital Moms - 2
Digital Moms Ethnography – 28-29

20. Future Questions
• How can General Mills interact with the digital mom in a
more ‘indulgent’ way?
• When she’s treating herself to juicy gossip, how could General Mills
become a part of that need state?
• Is there a way for General Mills to utilize online grocery stores
to promote products?
• Shipping the product weekly with discount?
20

21. What We Learned
21

22. Appendix A - Sources
22
• DIGITAL MOMS PRESENTATION v Anna
• Forrester_Digital_Moms_Social_Digital
• PROFILE BOOKLET FOR ALL 8 FOODGPS SEGMENTS
• McCann_Truth_Central_Moms
• Digital Moms_ADTech_-pptx
• 2009 Forrester Findings for Cheerios
• Fleishman_Moms_2012
• Food GPS Online Behavior Report (re-run) - 1-11-11
• Digital Advertising Research Ethnography 2010
• Digital Media Landscape Summary of Digital Day 2009
• Plan_Metrix_Key_Measures_February_2013 (ComScore)
• ComScore_ Key_Measures_March_2013_35-50 Mom
• ComScore_Key_Measures_March_2013_MillennialMom
• Personal Interview: Jeremi McClain Rupprecht May 2, 2013
• Village Voice – Your Online World
• Digital Media Landscape (Knowledge Sharing Session)