Digital Mom's Purchasing Behaviour Changes When Kids Turn 12, Razorfish study


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digitalmom_social.jpgRazorfish just released the results of a study done in partnership with Cafe Mom that examined how Mom's live in a digital world. Digital Mom consists of two companion studies. The first study, conducted by Razorfish focuses on how digital moms are adopting social and 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.

1,500 "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 2.0 technologies. The majority of moms are using social networks (65%) and text messaging (56%). More than half of these moms are also gamers, with 52% of them playing games online or via a console.

Some of the Key Findings include:
  • Moms with children 12 and older are motivated to adopt new technologies to stay in tune with their children. Of those who use social networks and blogs, almost half (47% and 40%, respectively) monitor their children. Likewise, digital moms of children 12 and older, versus moms with children under 12, are more likely to watch online video, (40% vs. 34%), game (57% vs. 51%), read online consumer reviews (38% vs. 30%), and watch or listen to podcasts (13% vs. 9%); This trend can be explained by different leisure time patterns among women with older children and a compelling interest in understanding their teenage children's digital lives.
  • 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. Although TV still has the most impact on creating initial awareness for a product (31%), social influence channels such as online consumer reviews, blogs, social network sites and RSS are highly influential in the learning/researching stage (29%).
  • Moms' interests are broad; some interests change by life stage, and some do not. More moms show interest in clothing/fashion and food than in parenting information, with the exception of moms with children under six.
Take a look at the report which is freely available here and let me know what you think. Needless to say, Mom's are an important audience for any marketer and their use of digital technologies is changing at a rapid pace. It's no surprise that word of mouth and social influence marketing play a large role in their worlds. The study was led by Terri Walters who's our VP of Emerging Media and a partner in crime for all things Social Influence Marketing too.


Follow me on Twitter (@shivsingh) for more insights on digital strategy and social media.

3 Comments

John Baird said:

Fascinating study. Some of it is common sense but some of it like the fact that both the Mom's and the child's age affect usage of digital technologies is interesting. The fact that Mom's use the digital technology to monitor their children is interesting. The social networking usage is also very high for communicating with friends even in relation to Email, Text Messaging and Instant Messaging.

Shiv Singh Author Profile Page said:

I'm glad you like the study John. I was surprised about the monitoring children insight too. I didn't think that was going to be such an important component.

Jye Smith said:

Great report, here. Thanks! It's really interesting to read beyond the assumptions. Nice, solid, data.

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