Marketers seem to have finally come around to see that mothers use the Web 2.0. The insightful report called Digital Mom was produced by Razorfish and CafeMom.
The first part of the report is based on a survey with 1,500 mothers who are users of Web 2.0. The report produced some interesting findings:
1. 65% of mums use social networking sites, 56% SMS and 52% game online or via a game console. This is for me the most striking finding showing that gaming is no longer a niche activity for adolescent boys but has gone mainstream.
2. There are also age differences. Moms over 35 are more likely to use the web as an information tool while moms under 35 are more likely to use social network sites. Also women with children over 12 tend to game more (57%) than women with children under 12 (51%).
3. The mothers’ interests go beyond parenting. These women retain many interests. In the last three months the surveyed mothers had researched or purchases fashion items or clothing (40%), food and cooking (31%) and baby/parenting (26%), banking (22%), computer and electronics (21%) and medication/medical condition (20%). Part 2 is based on an in-depth survey of 1,750 women active in CafeMum.
4. Digitalmoms spent 18.5 hours per week online.
5. These mums are active in social networking sites not passive consumers.
6. The report develops five segments of digital mums: the self-expressor, the utility mum, the groupster, the infoseeker and the hyperconnector. Marketers seems to have discovered that mums online a worthwhile target group. I wonder when we will see the Digital Dad.
My mother grew up in post-war Britain, left school at 16 and has worked in manual jobs her entire life.
Whilst she has trouble using a remote control to channel hop (don't go there...) she uses Skype to speak to my sister in Cairo, uses Hotmail to send emails to her network of friends, and downloads her dinner recipes from the WeightWatchers website
The point I'm trying to make is, if there is sufficient motivation to use technology "mums" will overcome the fear factor of using new techonology, and gear themselves up for the digital age.
When it comes to using the remote however, I guess she's just not that motivated to turn off Coronation Street.
Elisabeth,
And they're also being increasingly targeted by original Web shows, as they often don't have time to watch TV but can fit in a few minutes of on-demand viewing about an entertaining series that's about women like themselves.
See, for instance, the UK drama Heart and Soul and the US productions Mom Life and In The Motherhood, the latter soon to make the leap to broadcast TV. All the shows have had no difficulty in attracting major brand sponsors, too.
Actually, the DIigtal Dad does exist. I am him! :) - www.digitaldad.com
This in-depth immersion research from Bounty Parenting Club also shows how mums are using the internet. www.virtualwashingline.com
Elisabeth Kelan
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