Lady Geek

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.