digital mom
  A two-part report published by Razorfish and CafeMom
                                       TM              ...
Razorfish LLC. All rights reserved.

03 Digital Mom 2009
being a mom today is challenging
Not only is a mom handling the responsibilities of caring for                      ...
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Digital Mom


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A two-part report published by Razorfish and CafeMom

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Digital Mom

  1. 1. digital mom A two-part report published by Razorfish and CafeMom TM R
  2. 2. Razorfish LLC. All rights reserved. TM C
  3. 3. contents page Introduction 04 Part 01 05 Connecting with Digital Mom through Emerging Technologies by Terri Walter, VP Emerging Media, Razorfish, TM with analysis by Ella Chinitz, Senior Consultant, Consumer Insights Group, Razorfish TM 07 Key Findings 08 01. Digital moms are active users of Web 2.0 technologies. 09 02. Age does matter, both the mom’s age and the child’s. 11 03. Moms’ motivations for using emerging channels change as their children grow. 12 04. “Whom moms communicate with” is changing. 13 05. Moms may be moms, but they are also women with interests beyond parenting. 14 06. Digital moms first learn about products via many channels. Part 02 17 Connecting with Digital Mom through Social Networks by Laura Fortner, SVP Marketing and Insights, CafeMom R with analysis by Steven Armour, Director of Research, CafeMom R 19 Key Findings 21 The Self Expressor 23 The Utility Mom 25 The Groupster 27 The Infoseeker 29 The Hyperconnector 31 Conclusions A joint report by Razorfish and CafeMom 02 TM R
  4. 4. 03 Digital Mom 2009
  5. 5. intro being a mom today is challenging Not only is a mom handling the responsibilities of caring for Through “Part One—Connecting with Digital Mom through her children and managing the household, but she is juggling Emerging Technologies:” work demands, keeping close tabs on her family and their needs, • Learn about the ways moms are consuming media and the and maintaining friendships. She is also looking for outlets for range of emerging technologies they have embraced—they “me time” and leisure time with her family despite complex are more tech-savvy than you think. schedules. On the shopping front, mom finds herself confronted • Gain perspective on how the ages of both mothers and their with more brands and products than ever before, yet she has children affect digital behaviors and category interests. an overabundance of information with little time to research the best options for herself and family. It’s no wonder that 70% • Hear which channels wield the most influence on moms’ of Americans say moms today have it tougher than their purchasing decisions and shopping behaviors by vertical and 1 counterparts did 20 or 30 years ago. how marketers can connect best. So how does mom manage? Today’s mom has become quite Through “Part Two—Connecting with Digital Mom through resourceful in adopting technology and social media to help Social Networks:” 2 her “do it all”—we call her “digital mom.” • Understand how and why moms use social media—their activities and motivations may surprise you. She is way beyond programming the VCR, checking answering machine messages, and emailing. Now, she’s likely to be • Determine what information channels moms trust most, and managing the household DVR library or downloading videos/ which are most influencing their shopping behavior and podcasts to teach and entertain; relaxing with casual or purchasing decisions. multiplayer games; using her mobile phone to text her family • Meet our five core segments of socially connected moms or browse the Web; and meeting and connecting with a wider that represent a diverse mix of varied life experiences, values range of “friends” than ever before through online social and motivations: networks. And digital moms are not a niche; they have, in fact, become the mainstream, representing an estimated 84% of • The Self Expressor 3 moms online in the U.S. today. • The Utility Mom