Meet The Digital Mom

Take a look at the following numbers from (February 2009):


This shows that the fastest growing demographic on Facebook for the last 120 days is women over 55.  However, notice that during the last 120 days, there has been triple digit growth on all females group over 34 years old.  As of 02/01/2009, the over 34 age group (both male and female) of Facebook stands at 22% of  all Facebook population.

20090201fbdemopieSmart marketers should take notice of this.  Forget Big Brother. Enter the Digital Mom.  There are several buzz words trying to catch the spirit of online mothers but the one that makes a lot of sense is digital mom used by Razorfish in its report, named “Digital Mom”:

She is way beyond programming the VCR, checking answering machine messages, and emailing. Now, she’s likely to be managing the household DVR library or downloading videos/podcasts to teach and entertain; relaxing with casual or multiplayer games; using her mobile phone to text her family or browse the Web; and meeting and connecting with a wider

range of “friends” than ever before through online social networks. And digital moms are not a niche; they have, in fact, become the mainstream, representing an estimated 84% of

moms online in the U.S. today.

However, online marketers need to be pretty careful (and have a lot of common sense!) when communicating with digital moms.  One of the most common complaints of digital moms is that online marketers believe that they are all alike.

The Razorfish report, Digital Mom, provides five useful core segments of socially connected moms and their implications for online marketers and social media specialists.  Please notice that these 5 core segments are not to be taken as final definitions but rather as guidelines on how to develop a better understanding of digital moms.

1. The Self Expressor:

The Self Expressor is a mom who enjoys organizing and beautifying her personal profile page to reflect her ownunique style and to offer online friends an inviting place to visit. Her personal profile is often adorned with plentiful photos, her individually selected audio playlist, a custom skin reflecting her preferred design palette, and several social and expressive widgets to entertain her visiting online friends. Polls are one of her favorite ways to engage others on topics of interest and gather the opinions of many fairly quickly. She is also generous in responding to polls,and prefers the structured, efficient interaction these areas provide to completely free form conversation and blogging.

Implications for marketers: To connect with the Self Expressor, marketers should focus on providing tools and functionality that help her design, organize, and present her online social world. As she incorporates the use of these tools on her personal homepage, brands also benefit from the integration on her personal social network real estate and the viral benefit of having her spread brand messages to her online friends. Marketers may also tap her creativity and get her directly involved in a campaign—particularly if they appeal to her more visually artistic design-related nature.

2. The Utility Mom:

The Utility Mom is inclined to join online groups—particularly her local school groups or other groups providing practical information, yet she is not a frequent contributor to the conversation. She enjoys the widgets on her profile page, especially games and quizzes she can play on a regular basis whenever convenient. As another informative and fun online diversion, she will answer other moms’ poll questions, but she will not venture to create and post any poll questions of her own. She is also reluctant to upload and share photos and has the lowest numberof online photos of any of the mom segments.

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