The explosion of social media and the implosion of tradi-tional media have forever altered the new-media landscape.

1. ALK A LITTLE. TWEET A LITTLE. TALK. TWEET.
Talk. Talk a lot. Tweet a little more. The numbers
are constantly changing, yet remain astonishing:
Women online, Facebook friends and tweets a day,
an hour, a minute.
The explosion of social media and the implosion of tradi-
tional media have forever altered the new-media land-
scape. Goodbye Gourmet, hello Chow.
THERE ARE NOW GADGETS GALORE, many of them actually
stylish (finally!). Moms have learned to txt. New photos no
longer gather shoebox dust but are more like digital debris
cramming the virtual pipes. Younger women, not surpris-
ingly, are the most technically talented, and like lettin’
their geek flags fly. But all ages love the social network.
In 2010, it doesn’t really matter if she is working the apps
on an iPhone or setting up shop in the local Starbucks with
OWN A her designer netbook, because whatever the technology
MOBILE PHONE affords, the motivation for her is simple: connecting. It’s
not about the tools, it’s about the “talk”.
WITH THE ENHANCED ABILITY to communicate with friends, family and, now, companies,
OWN A PC the ongoing dialogue is here to stay.
As a result, user-generated content will multiply exponentially and savvy corporations
USE A DIGITAL will take note and begin to sort and sift through the various voices — and listen. Since
CAMERA women control about $20 trillion in annual consumer spending, it is well worth the time
 and resources to find a way to make the connection.
HEMISPHERES, booking mamas to indie-spirited fashion-
Moms & Technology istas, technology has enabled personal
Survey (2009) How many ways can you read about creativity by leaps, with creators no
diaper rash, free-range kids, work/life longer bound by a lack of technical skills.
balance or H1N1? Let us count the This tech savvy fuels independent thinking
ABOVE: (mommy) blogs. A new women’s move- and creative expression — not to mention
“Digital Clutch” ment is at hand across the U.S. on key- cottage industries. But first and foremost,
© Vivienne Tam for HP boards large and small. No doubt influ- it’s about taking time for oneself while
enced by the spirit of an earlier transfor- capturing moments in time.
mational time when women fought to be
heard, this group has a lot to say and uses NOTEWORTHY
a variety of virtual ways to say it. Listen Provocraft; Husqvarna; Isaac Mizrahi
up, if you know what’s good for you.
NOTEWORTHY
Divine Caroline; My Bottle’s Up Forget worrying about drunk pictures
showing up when your employer searches
your name, the big question facing youth
today is whether you allow Grandmom to
Digital cameras, sure, but sewing ma- be your Facebook friend. The demo-
chines getting their geek on? From scrap- graphic tables have turned as female 
© 2010 robinavni | lifestyle topics, insights & trends llc. All rights reserved.
No part of this material may be duplicated or redistributed in any form without written permission.

2. CONTINUED The dialogue is now wherever the G3
Facebook users outnumber males in every network, Wi-Fi and circle of cellular fam-
age bracket. But it’s the 35- to 65-year- ily and friends live, be it a ubiquitous
old women who rule, with the largest Starbucks, a spare bedroom, or on a
growth in women 55+ — thereby giving plane, train or automobile. The office,
new definition to POST-menopausal. the kids, the partner, the friends — and
those who they wish wouldn’t — can fol-
NOTEWORTHY low a gal everywhere. On the flip side,
The Floh Club; wowOwow women get to talk back — to all of the
above, as well as brands and corpora-
tions. Even when they don’t want to hear
about it. Take note.
Female gamers are creating their
NOTEWORTHY
own kind of explosion in the shoot-’em-
Dove; Clean Freak; Seventh Generation
up, testosterone-infused world of video
gaming. Recent stats say they represent
40% of the overall gaming market. Video
publishers from Nintendo to EA have
While traditional content providers wres-
evolved their offerings, made a commit- tle with their destinies, more and more
ment and gotten engaged. Pets instead of
content is self-generated and women are
pistols, dolls instead of “babes” — they
creating her-story. Doesn’t matter if it’s
are working at wooing the women one 3D
junior’s latest soccer video, posting a
rendering at a time. note on your college roommate’s wall,
NOTEWORTHY the online wedding album with 1,000
WomenGamers.com; Her Interactive images or sharing your Aunt Ruby’s lasa-
 gna recipe — it’s all about personal con-
tent with women acting as the CMOs
(Chief Memory Officers).
NOTEWORTHY
Lulu; Blurb; TweetBookz; Allrecipes
ABOVE:
Hummingbird phone
© Palm Pixi™ Touchstone™ ROBIN AVNI is the founder and principal of Lifestyle Insights, an independent
consultancy specializing in consumer insights, trend analysis, content development
and research for the MOMMY TO MAVEN™ market.
A national lifestyle expert, Robin has helped Fortune 1000 companies, national
advertising agencies and award-winning media properties apply timely insights and
implications to their businesses. Prior to founding her own company, she managed a
portfolio of industry-leading clients as a Senior Director and Lead Consumer Strategist
at Iconoculture. She was an internet pioneer as a Group Manager for Design & User
ROBIN AVNI, Principal Research at the Microsoft Corporation, where she worked on several high-profile prod-
robin@robinavni.com ucts during her eight-year tenure, including Windows and MSN. A frequent writer for
consumer and trade publications, she is also a featured speaker at industry events,
425.392.9168 OFFICE including most recently the 2010 Consumer Electronics Show (CES) 2010 in Las Vegas,
www.robinavni.com appearing with other industry experts at the Mommy Tech Summit.
© 2010 robinavni | lifestyle topics, insights & trends llc. All rights reserved.
No part of this material may be duplicated or redistributed in any form without written permission.