Digital Mom A two-part report published by Razorfish and CafeMom : Page 3contents Introduction Part 01 Connecting with Digital Mom through Emerging Technologies by Terri Walter, VP Emerging Media, Razorfish, with analysis by Ella Chinitz, Senior Consultant, Consumer Insights Group, Razorfish TM Key Findings 01. Digital moms are active users of Web 2.0 technologies. 02. Age does matter, both the mom’s age and the child’s. 03. Moms’ motivations for using emerging channels change as their children grow. 04. “Whom moms communicate with” is changing. 05. Moms may be moms, but they are also women with interests beyond parenting. 06. Digital moms first learn about products via many channels. Part 02 Connecting with Digital Mom through Social Networks by Laura Fortner, SVP Marketing and Insights, CafeMom with analysis by Steven Armour, Director of Research, CafeMom R R Key Findings The Self Expressor The Utility Mom The Groupster The Infoseeker The Hyperconnector Conclusions 19 21 23 25 27 29 31 TM page 04 05 07 08 09 11 12 13 14 17 A joint report by Razorfish and CafeMom 02 TM R Publication List |
