Meet Digital Mom
By Anna Johnson on February 18th, 2009A two-part “Digital Mom” report, co-written by Razorfish and CafeMom, reveals that digital moms (or ‘mums’ in British English) are a significant online audience.
The study indicates that women with children regard social media, mobile and other digital technologies as convenient ways to stay connected, get advice and information, buy and learn about products, meet people like themselves, and simplify their lives.
The mothers surveyed tended to value different aspects of the Internet depending on their age and the age of their children. For example, 47 percent of the women with children 12 and older use social networks to monitor their children, and are more likely to watch online video than mothers with kids under 12.
Meanwhile, moms aged 35 or younger were much more likely to use the latest technologies, including social networks, SMS and mobile browsing, while those aged 45 and beyond were more likely to use the Internet to access informational tools and sites, such as news sites and online consumer reviews.
Part 1 of the Digital Mom report was based on surveying 1,500 women with at least one child in their homes, who tried at least two “emerging technologies” and who researched or bought something online in the previous 90 days. The second part of the report was based on surveying 1,740 active CafeMom members and included the site’s behavioral and usage data.
