Digital moms
Written by SimonC
Razorfish has just released an interesting report describing how moms use digital tools.
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After interviewing 1500 women, they conclude:
1. 65% of mums use social networking sites, 56% SMS and 52% game online or via a game console. Gaming is no longer a niche activity for adolescent boys but has gone mainstream.
2. 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. Â 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.
View the report here (link) in their snazzy reader.