CafeMom and my employer Razorfish have published a report, Digital Mom , to help. Digital Mom analyzes the purchasing behavior and media consumption habits of the increasingly digital savvy and powerful mom consumer. As indicated in a February 2 press release , Razorfish and CafeMom have narrowed the focus of our research on moms who are active users of digital and who regularly research and purchase goods online. Key findings:. Charts and graphs are available here. In coming months, look for more significant Razorfish thought leadership, including our annual Digital Outlook Report and research into Social Influence Marketing.
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Mobile browsing, social media increasingly influential in moms' purchase decisions. New York, NY February 2, - A new marketing report by Razorfish and CafeMom indicates that moms' digital behaviors change remarkably when their children hit 12 years old and that mobile browsing and social media channels are increasingly affecting moms' buying decisions.
Digital Mom consists of two companion studies. The first study, conducted by Razorfish--one of the largest digital marketing companies in the world--focuses on how digital moms are adopting emerging technologies. The second study, prepared by CafeMom--the largest social networking site for moms--concentrates on the role that social media play in helping to inform purchase decisions, among other key trends.
Survey findings will help marketers to better understand the different types of moms using mobile browsing, social media and emerging technologies and how to engage them most effectively depending on their age and the age of their children. Digital moms are not a niche market. According to Nielsen NetRatings, 32 million women in the U. For the purposes of this report, Razorfish surveyed 1, "digital moms"--defined as women with at least one child under 18 in the home who have engaged with two or more emerging technologies and who have researched, sought advice or purchased a product online in the last three months.
Results confirm digital moms have moved beyond email and search, and are now active users of Web 2. A particularly interesting trend is the rise of mobile browsing, said Terri Walter, vice president of emerging media at Razorfish and author of the Razorfish study.
Razorfish's Key Findings for Marketers: Moms with children 12 and older are motivated to adopt new technologies to stay in tune with their children. The gap is closing between TV and digital channels in terms of creating awareness and affecting product decisions, and social influence channels are increasingly important. Moms' interests are broad; some interests change by life stage, and some do not.
CafeMom conducted a companion study of 1, active members of CafeMom, combined with CafeMom behavioral and usage data, to achieve a deeper understanding of how and why moms are using social media, and its impact on shopping behavior and purchase decisions.
The study found that moms are spending more time on social networks than ever before, turning to them for social, recreational and informational purposes.
Once part of a social network, these moms are not just passive consumers, but active participants in activities such as blogging, photo-sharing, engaging in group discussions and building communities based on similar interests.
CafeMom identified five distinct segments of socially connected moms. Highlights of the report's observations and recommended marketing approaches for each segment include: The Self Expressor typically has a preschooler at home and is eager to chat with other moms about parenting and shopping-related matters.
She spends a lot of time building her personal profile page, so marketers should explore ways to be included on her virtual real estate and take advantage of viral pass-along.
The Utility Mom typically has the most children at home of all the segments, yet spends the most time online each week and enjoys relaxing with games and quizzes. To reach the Utility Mom, marketers should align with entertaining widgets and send brand messages through influential women in her circle.
The Groupster is a dynamic builder of online communities and seeks purchasing information and advice from her wide social circle, which includes moms she does not know offline. Marketers can reach her by associating with groups, blogs and other message centers and enlisting her as a brand advocate. The Infoseeker usually has a young baby at home and is hungry for information on parenting and related products. Brands that can tie their messages into the information she is seeking, especially via the voice of other moms, will be the most successful at connecting with the Infoseeker.
The Hyperconnector, typically the mother of older children, is no longer aggressively seeking parenting information and advice, but rather uses social media as a way to chat with others and learn about new products.
As an active social network member, she is comfortable expressing her opinions and would be an excellent candidate for brands to tap in social marketing campaigns. About Razorfish Razorfish, formerly Avenue A Razorfish, is one of the largest interactive marketing and technology companies in the world, and also one of the largest buyers of digital advertising space.
With a demonstrated commitment to innovation, Razorfish counsels its clients on how to leverage digital channels such as the Web, mobile devices, in-store technologies and other emerging media to engage people, build brand loyalty and provide excellent customer service. Its award-winning client teams provide solutions through their strategic counsel, digital advertising and content creation, media buying, analytics, technology and user experience.
About CafeMom CafeMom is the largest online community for moms with millions of highly-engaged users, where moms connect on shared interests, challenges and local issues in their communities. CafeMom features fully-customizable profile pages, a widget platform, more than 60, mom-created groups, friends' networks, and strong privacy and anonymity controls. CafeMom has developed a series of cutting-edge sponsorship programs that allow leading brands to join the consumer conversation, add value to members' lives, and get members talking about sponsor brands in an authentic and viral way.
Time for Brands to Change their Approach when Marketing to Mom, Says New Report by Razorfish and CafeMom Mobile browsing, social media increasingly influential in moms' purchase decisions New York, NY February 2, - A new marketing report by Razorfish and CafeMom indicates that moms' digital behaviors change remarkably when their children hit 12 years old and that mobile browsing and social media channels are increasingly affecting moms' buying decisions.
Part Two: Connecting with Digital Mom through Social Networks CafeMom conducted a companion study of 1, active members of CafeMom, combined with CafeMom behavioral and usage data, to achieve a deeper understanding of how and why moms are using social media, and its impact on shopping behavior and purchase decisions.
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They surveyed 1, online moms who are reported users of at least two Web 2. Part 1 told us about the ways moms are consuming media and the range of emerging technologies they have embraced. Most of the findings fortify what we already know, so it's great to have some third-party findings to back them up. Today I wrote again on Lipsticking regarding Part 2 of the report which deals mostly with Connecting with Moms through social networks. It includes an overview of the five core segments of socially connected moms that they have profiled that represent a diverse mix of varied life experiences, values and motivations. For this part of the survey a random sample of CafeMom active users were asked to complete an in-depth survey in which these key findings are based on 1, members who completed it. Moms today are spending more time on the Internet and dedicating an increasing share of that online time to social networks than ever before.
Razorfish, CafeMom study digital moms
Marketing to Moms? Read the Digital Mom Report.
In our time, moms are juggling between work, family, friends, and interests. New technologies and social media help them managing it all. Definition of a digital mom But what is the definition of a digital mom? It is a mom who connects to the Internet at least once a week.