Trends Report

Digital Moms: A Demographic Overview

North American Technographics®

August 30th, 2011
With contributors:
Jacqueline Anderson , Amelia Martland , Ryan Morrill , Samantha Jaddou

Summary

Moms (defined here as US online women ages 18 to 50 who are parents of a child younger than 18 living with them) are much like their non-mom counterparts when it comes to their basic demographics, mobile phone usage, and attitudes about technology. But they stand out as a distinct group of consumers when you look at their primary motivations, their attitudes about saving money, and their thoughtful use of social networking sites. In fact, not as many moms as non-moms engage in social networking sites, but those who do are more likely to interact with brands and post or write their opinions of products and services in an online forum. Companies must understand how the social profile of moms differs from non-moms, as they are often the top decision-makers when it comes to money spent on their families.

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