Gen Y Moms Are Digital Vets, Says New Study
Tuesday, February 3, 2009

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For young mothers under 35, social networks and other Web 2.0 services are now being used with greater frequency as opposed to older mothers, age 45 and over, who use the Web primarily to read news sites and online consumer reviews.

That's the latest finding of a new two-part "Digital Mom" report, cowritten by Razorfish and CafeMom, an online community of mothers. The document was put together to give marketers insights into the most effective ways to engage Web-and mobile-using mothers. The first section of the report is based on surveys of 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 past 90 days. The second part focused on 1,740 active CafeMom members and included the site's behavioral and usage data.

"Social media and text messaging, instant messaging and gaming, now used by the majority of digital moms, are no longer niche activities," says the report. "It will be necessary for marketers to embrace channels that engage more than 50% of all digital moms, particularly as mass marketing channels shrink."

For advertisers, the report says the gap between television and digital channels is narrowing when it comes to creating brand awareness and affecting product decisions. "Social networks are increasingly important" along those lines, according to the study.

Source: ClickZ

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