Trend Watch: Connectonomics

Connectonomics, a newly-released research study from Yahoo! and marketing research firm AddedValue, takes a look at women’s needs and how they relate to the digital and social media channels they use on a daily basis.

Key insights

  • Need States – the common ground: Despite demographic differences, women share the same core needs which revolve around personal growth and a shared interdependence on others.  Companies may be better served by understanding women’s core “needs” or what drives and motivates them rather than subscribing to existing stereotypes about Xers vs. Millenials, moms vs. non moms, stay-at-home moms vs. working moms etc.  Understanding women’s need states allows marketers to have more relevant conversations with them.
  • Different strokes for different channels, not just different folks: Various online channels cater to different need states.  Women receive, share and are receptive to information in varying degrees on each of these channels.  Understanding this is key to media and marketing effectiveness.
  • Power of Anonymity: The study found that the anonymity that content channels offer can lead to deeper emotional connections for women. Women said these sites offer users access to like-minded women and solutions to problems without the risk of being judged by people they know in real life.
  • Social media is not a silver bullet: Also surprising is the insight that social media is less relevant in the context of shopping, brands and purchase decisions. Content channels such as lifestyle and special interest sites offer 3x the impact on purchase decisions compared to other online channels, creating much better opportunities for advertisers to build relationships.  Marketing messages resonate more with women when presented in the context of content channels as opposed to social media sites.

You can download an executive summary of the Yahoo! Connectomic study here (pdf).

Infographic: How Women Use Social Media

Ethan Bloch over at Flowtown has created a great infographic that shows how women leverage the social Web, which sites they use, and how much/why they participate.

These most recent stats show that women are online and interacting on social sites just as much — if not, more — than their male counterparts. More than half of all American women engage in social media related activities at least once a week, and Millenials and Gen X women (not surprisingly) use it the most.

And while not part of this infographic, other research shows that a substantial number of women are accessing social media sites via their mobile phones.

One number that caught my attention: according to this research 56% women reported visiting MySpace at least once a week. If true, MySpace--long rumored to be on 'death watch' status-- may actually have (wait for it) a Second Life after all. *groan*

2010 Social Media Matters Report: Majority of Top Media Destinations Are Social

Social.montage According to research conducted by BlogHer and iVillage2010 Social Media Matters Study,” co-sponsored by The Nielsen Company and Ketchum, social sites are now a frequent destination for nearly three-quarters of Internet users.

Social Media Matters 2010

Respondents’ top daily media activities were social as well. Watching television is still on top, but Facebook was the next most common media destination visited every day.

The study found similar rates of usage among men and women, and pegged the percentage of weekly social media users at 73% of the online population.


Here are some of the other key findings in the 2010 Social Media Matters Study:

  • Blogs trail only search engines as the preferred media source for product-purchasing information for BlogHer users.
  • Among BlogHer users, 96 percent read blogs weekly or more often.
  • BlogHer users are more active than average women across the board on blogs, Facebook, and Twitter.
  • As for iVillage users, message boards and forums were second only to conversations with friends and family as the preferred source of product-purchasing information.
  • 73 percent of respondents from the iVillage community said they share topics on message boards and forums that they would not share on social networks. Of those, relationships (61 percent), health (45 percent), and work-related issues (39 percent) were the top topics they would not share on social networks.
  • 31% higher than the total online population for Gen X generation
  • 3.6 percent of iVillage community members post on message boards or forums every day.

Related: Millennials, Men Watch Most Online TV

Trend Watch: Daytime Is The Next Frontier For Cable Networks

image from Cable networks get a lot of credit for ratings gains made against broadcasters. But the one area where they've done little damage to broadcast is daytime. Still, this could soon change.

If cable networks have any current say in this day party, it probably comes from the big news personalities-hosted programs from news channels: Fox News, MSNBC, and CNN. 

In pursuit of this daypart, OWN: The Oprah Winfrey Network will soon launch. And Martha Stewart is already ramping up a multi-hour programming block on Hallmark Channel.

Cable daytime is starting to show some solid support from advertisers as well. According to the Wall Street Journal, major daytime advertiser Procter & Gamble has followed Oprah Winfrey to her new cable network, becoming a multi-year sponsor.

Ratings are still generally higher for daytime TV shows on broadcast stations versus that of cable. But the distance between the two TV platforms looks to be getting closer.


(Sorta) Related: Razorfish Digital Mom Report

Weekly Wrap: Fisher-Price Facebook Apps, I Want My Android TV, Justin Bieber for Old People, UK Entertainment Convergence, SXSW Roundup & More!

Barking.robot.iconFisher-Price App Aims for Moms on Facebook: Targeting the many moms online, Mattel’s Fisher-Price is launching a Facebook app Thursday that allows mothers to be more selective in choosing which of their friends can see photos of their children. Mothers who go online, particularly the influential group of “mommy bloggers,” present an important market for toy makers. [WSJ]

Android TV! | Google, Intel & Sony Join Forces: This trend is potentially much more disruptive than the introduction of 3D displays. Now a secret joint effort by Google, Intel and Sony to enter this field in partnership has been revealed. It will bring Google’s Android operating system and Chrome browser to TVs and set top boxes.

The technology has the potential to be disruptive to traditional TV by making the full range of Internet content available on television. [Collaborative Creativity]

What's TV's Next Business Model: It's hard to find TV content today that does not contain Web site addresses, Twitter mentions, and text-based messages throughout. It's accepted that even with these "light" reference points, as it stands now TV's long-term prospects pale in comparison to those of the Internet, mostly because TV content still has no direct-response mechanism.

Blending Internet elements into TV content makes for a seamless experience - and, in my opinion, is tomorrow's preferred business model. Related: Business Exchange > "Social Television" [MediaPost] [Business Weekly]

US Children get Playboy, not Bugs Bunny in Cable Mix-up: Young viewers of children's television programs in North Carolina got a glimpse of something far more risque than their favorite cartoons, when a cable glitch broadcast two hours of the Playboy channel. (Oooops!) [Yahoo! News]

Entertainment Convergence in the UK Digital Home: The UK is still at a relatively early stage of convergence when it comes to digital entertainment such as TV shows, films, short-form video, games, music and social networking. But momentum is building. [eMarketer]

Vodafone gives $1 million grant to Web Foundation for Web-enabling entrepreneurs in Africa: While only 25 percent of the world population uses the Web today, more than 70 percent of the world’s population has access to mobile or fixed communication devices capable of displaying Web content.

In Africa, where the Internet penetration rate is approximately 6.8 percent, furthering Web access can create learning opportunities for local entrepreneurs and support the United Nations’ Millennium Development Goals to end poverty by 2015. [WWW Foundation]

SXSW Video Interview Roundup: SXSW 2010 was a gathering of innovative companies, forward thinking people, and interactive influencers. While I didn’t have a chance to talk to all 15,000 attendees, I was able to speak to a few choice companies that have progressive products in the social media and technology realm. [Edelman]

India's Rural Cell Movement: Just last month, nearly 20 million new mobile accounts were opened. That’s more than double the people than have high speed Internet in the entire country. Even in slums where people live on less than $2 a day, everyone has a phone. If “Slumdog Millionaire” was more accurate, Jamal wouldn’t have had to go on TV to find Latika. He could have just called her, or worst case, called a few friends until he found her number. [TechCrunch] [Yahoo! Movies]

Content Strategy is Much More than Web Copywriting: Where there should be content strategy and SEO strategy, we're often on projects where we're focused much more on target audience personas, design standards and project management charts, instead of content. The web writer is then brought in, given the creative brief, the wireframe and two weeks to "crank out the content." [Ignite Social Media]

The Justin Bieber Guide for Old People: Bad news, Old Person: No matter how much you try to avoid it, you will have to eventually interact with someone to whom Justin Bieber (BEE-BURR) is the sun around which their little life revolves. So we present this Justin Bieber Guide for Old People to help you avoid embarrassing yourself in front of your offspring, students, or patrons of your candy shop. [Gawker]

Flemish Digital Youthwork Practices: On the 8th and 9th of February 2010, Steunpunt Jeugd, Flemish knowledge and expertise center on youth, youthwork and youth policy, organized a big congress (JET) centered around youth, youth work and youth policy. One of these sessions is labeled "the 'e' in youthwork" that collected e-practices in Flemish youthwork. [Youth Work Online]

Marketing to Millennial Moms

This Advertising Age and JWT white paper explores what multiple generations of American women want when it comes to family, work and life in the 21st century, decades after the women’s liberation movement.

It focuses in depth on Generation X (ages 30 to 44) and Gen Y (ages 18 to 29) mothers and how they differ from their older counterparts. It also examines how marketers can and should improve communications that target this demographic.

Razorfish Digital Mom Report

A new report published by Razorfish & Cafe Mom finds that beyond email and search, digital moms are active users of social web technologies. More digital moms are interacting with social networks, text messaging, and instant messaging than with news sites, and just as many are gaming online or via a gaming console.

According to Razorfish, digital channel usage can be divided into three tiers:

  • MAJORITY: channels used by more than 50% of digital moms include: social networks (65%), text messaging (56%), instant messaging (55%) and gaming (52%). These channels join email (94%), search engines (74%) and news sites (51%) as staples in the media diet of digital moms.

Nickelodeon Research: Families Now Connected By Tech, Tastes and Entertainment

Nick.logo According to a new Nickelodeon Research study, The Family GPS, the gap between generations is closing and technology and cultural attitudes are at least some of the reasons.

The Family GPS study was conducted as part of an ongoing partnership with Harris Interactive that looks at the changing face and role of family life in America. 

Looking specifically at the findings related to technology and entertainment:

  • 82% and 77% of families are watching TV or movies together at home respectively each week;
  • 41% of parents and kids are listening to the same music, which really isn't all that surprising since rock n' roll and country music, have remained the dominate genres for the music industry for 40+ years now;
  • 56% of sons 8-21 share the same taste in movies as their dads, and 48% enjoy listening to the same music. Meanwhile 64% of daughters 8-21 share similar tastes in movies as their moms, and 44% share the same sense of fashion and clothing as mom;
  • The kid entertainment industry has been stressing cultural tolerance messaging for some time now (Thanks Sesame Street!), so it's encouraging to see that 88% of kids believe that it's important to learn about different cultures, and 95% of kids value the importance of respecting other cultures;
  • Technology serves as a core family member, as parents and kids spend time together using various media. 82% and 77% of families are watching TV or movies together at home, respectively, each week; 42% are listening to music together; and 36% are playing games together.

Key cultural findings on the state of the American family:

  • On the importance of being together as a family, 83% of parents said they spend at least some time each week just hanging out and talking with their kid(s); and 86% eat dinner together at least once a week;
  • Additionally, 51% of parents say they worry a lot about spending enough time together as a family, equal to their concern about their own or their family's health (53%) and paying their bills (51%);
  • Parents of boys 2-21 believe the most important value to instill in a son is to be respectful of women (70%), while for daughters the top values include self-sufficiency and independent thinking (66% each);
  • Parents have equal educational expectations for sons and daughter, however, it is a bit more important to parents of girls than those of boys that their kid gets good grades (92% vs. 86%);
  • 88% of kids and 82% of parents believe that inter-racial marriages are acceptable, while only 70% grandparents agree with it;
  • 71% of 13-21 year-olds and parents believe it’s acceptable for couples to live together before marriage, compared to 62% of grandparents;
  • 65% of 13-21 year-olds are unopposed to homosexual couples having kids, compared to 57% of parents and 52% of grandparents;
  • 85% of kids 13-21 say they have been impacted by the economic crisis, and 15% of kids 13-21 have witnessed a parent lose his/her job.
“The Family GPS” study was fielded between July and August 2009 through online interviews (by Harris Interactive) with 1,010 U.S. grandparents, 1,880 U.S. parents with kids 2-21, and more than 2,100 U.S. 8-21 year-olds. 

Mr. Youth: Social Media, Marketing & Millennial Moms

image from According to a new whitepaper by Mr. Youth, Millennial Moms (women born between 1977 and 1996) are supplanting college students as the most connected and technology-dependent population.

In the report, Mr. Youth shares the four attributes that make Millennial Moms digital trendsetters:

Be sure to follow Mr. Youth on Twitter and Facebook to stay current on the latest Millennial Mom & youth marketing trends.

21st Century Mom Report: Social Media Use Has Increased 462%

Social Media Collage: Facebook, Twitter, Flickr, YouTube & More

BabyCenter, a leading online global resource for expectant and new moms, recently released the results of its research study, "The 21st Century Mom™ Report," which revealed that "becoming a mother is a transformative moment that changes purchasing behavior and criteria for a lifetime."

Habit & Behavior Insights of the 21st Century Mom

The report identifies and details seven “faces of the 21st century mom,” which, taken together, collectively represent a group of behaviors and habits that contribute to the overall profile of today’s modern mother.

Here are the key behavioral insights related to marketing, social media, mobile technology & the Internet from the report:

Social Mom: Social Media is Mass Media.

  • The number of moms who use social media regularly (e.g. Facebook, MySpace, Twitter, BabyCenter Community) has significantly increased from 11% to 63% since 2006; a change of 462%.
  • More than four in 10 (44%) percent use social media for word-of-mouth recommendations on brands and products and 73% feel they find trustworthy information about products and services through online communities focused on their specific interests such as parenting.
  • Moms tend to use content-rich environments, while using mom-centric communities to get information and advice from other moms going through the same experiences at a given time.
Media Mom: Kids' Naptime is the new Primetime.
  • When a woman becomes a mom, marketers lose three hours of available media time to engage with her per day as her criteria for media use changes from a focus on entertainment to a focus on getting answers.
  • 39% of moms say their time online is often the most peaceful part of their day.
Gadget Mom: Today’s moms not intimidated by technology.
  • Moms are using PDA technology to manage the hectic family schedule, digital cameras to share family life and gaming consoles to connect with their children.
  • The vast majority of moms (91%) never leave the house without their cell phones and, compared with three years ago, are 348% more likely to use a cell phone to go online.
  • 55% of today’s moms have replaced the traditional family photo album with an online version.
You can read more about the report, including a summary of the other four "faces of the 21st Century mom," over in the BabyCenter Press Room.

Parents Embrace Texting With Their Kids

According to a 2008 survey from AT&T, conducted by Synovate, nearly three-fourths of texting parents (73%) think teens are more responsive to text messages than to other forms of communication, and 56% say it makes their children easier to reach.

How Parents & Teens Use Text Messaging

  • 79% of parents said they text with their children most often to tell them to come or phone home,  the most common type of parent-child text message.
  • More than three-quarters (76%) text to work out logistical arrangements and 74% send kids a loving message via text.
  • Children say they text their parents most often to tell them when they’re going to be home (88%), that they’re safe (78%) and to ask to be picked up (75%).
  • Parents feel that text messaging has proved to be a powerful tool to help parents and kids close the communications gap.
  • Children text most often with their friends, while parents text most often with their children
Parents & Text Messaging
  • 87% of parents say their child is on an unlimited text messaging plan.
  • 50% of parents think text messaging makes them a “cool” parent.
  • 55% say they have more frequent communication with their child by texting.
  • 61% percent say text messaging is the most cost-effective way to exchange messages with their child, compared with phone calls, e-mails and instant messages.
  • 53% of parents say their child taught them how to text (vs.42% of kids who said a friend taught them how to text).
  • 33% of parents began texting for the first time so they could reach their child.

Teen/Young Adults & Text Messaging

  • 84% of kids say text messaging is easier than calling friends.
  • 82% say texting makes it easier to tell their parents where they are.
  • Kids like the privacy of text messaging (65%), the cool/hip factor (49%) and say it’s a better use of time than calling (48%).
  • 53% of children sent a text for the first time because it was an easier way to stay in touch with friends.

Related Links

Weekly Wrap: Social Media, TV & Michael Jackson, Captain EO, Video Game Tips for Parents, Teens Leaving Facebook, Bruno & MySpace, Adam Lambert on Michael Jackson

Social Media, TV, Michael Jackson & Saying Goodbye to the 'King of Pop': Michael Jackson's  memorial service garnered huge numbers on TV, but it also did big numbers on the social web. Facebook and CNN teamed up again to provide a live stream of Jackson's memorial and allow viewer to simultaneously share their thoughts on Facebook. Also worth a read is John Morton's post on 'The Passing of Michael Jackson & Mass Media.'

Over on, Ypulse Youth Advisory Board member Nina shares who 'Michael Jackson was to Today's Teens.' In other related news, Disney may re-release the 3D Jackson space fantasy multimedia experience/film 'Captain Eo' and American Idol alum Adam Lambert shares his thoughts on Michael Jackson. [TechCrunch] [eWeek] [] [] [Examiner] [YouTube] [Rolling Stone]

Declaration of Independence from Social Media (For One Day): "When in the course of human events it becomes necessary for people to dissolve the digital bands which have connected them with all of their friends they haven’t seen since preschool, and to assume a life away from the computer for one day, a respect for other Internet users requires that the person should declare the causes which cause them to separate from social media for that day." (Very clever and worth reading!) [Examiner]

Bing Now Bigger Than Digg, Twitter & CNN: According to, Bing was able to amass 49.57 million unique visitors in its first month as Microsoft’s official search engine. Bing’s traffic trumps that of Digg 38.96 million) Twitter (23 million), and CNN (28.54 million). We want to note that this focuses on U.S. visitors, since Compete does not track international visits. [Mashable]

Tweet of the Week: "If Google bought Twitter, it wouldn't get a new feature for 3 years. If Apple bought it, tweets would be .99 but you'd get a 10 character preview." [@DanielFlorien]

Raising a Healthy Gamer: Parenting is always a tough job, and video games are a tricky subject in today's families. Ars offers a no-BS guide to dealing with gaming and your children, and their advice is simple: you know your children better than anyone else.

Also be sure to check out video game parenting tips from the folks over at Microsoft & XBox 360 along with safety tips from Yahoo!, Disney and AOL. Just keep in mind that your kid is probably smart enough to hack your parental controls. [ARS Technica] [Yahoo! Safely] [AOL Parental Controls]

How to connect to Today's Millenials: Shop-Eat-Surf has a recap of a presentation given by Michael Wood, the Senior VP of Syndicated Research at Teen Research Unlimited (TRU), at the SIMA Boot Camp on understanding today's millennials. Hat tip to Group Y Sports for the heads up! [Shop Eat Surf]

Kids, Video Games, Learning & Health
: The Center on Media and Child Health (CMCH) has a good analysis of the Game Changer: Investing in digital play to advance children's learning and health report released by the Joan Ganz Cooney Center at Sesame Workshop. [CMCH]

One Last Thing: Check out this mashup of the Michael Jackson classic 'Billie Jean' by Soulwax (great, great stuff!), Julia Fallon offers advice for educators Lost in Web 2.0 Cyberspace (pdf), a must-read article with fantastic ideas for teaching kids about media literacy & body image (thanks @tandrusiak!), as grandpa & grandma join Facebook--teens begin to bail, according to new research from BabyCenter 39% of moms report that they make 'net time' their quiet time, Crain's New York Business wonders if Bruno can save MySpace, and finally...don't tell Al Gore, but the environment is not the number one social cause among college students (pdf). [YouTube] [Princial Leadership] [] [Read Write Web] [Crain's New York Business] [SurveyU]

Weekly Wrap: Gen Y Love Mom & Dad, Google Generation, Best Buy Mobile Survey, MySpace as 'Digital Ghetto', Millennial Stereotypes & Calling BS on Social Media

The Real Life of Teens: The media portrays teens as being 'sexting', binge-drinking louts - but it's just a variation on a centuries-old stereotype. Why are we so afraid of young people? (This is such a great column, well worth reading and a refreshing portrayal of Gen Y.) [Irish Times]

Gen Y Still Love Mum & Dad: They might be young adults making their own way in life, but a new research published by the Australian Institute of Family Studies shows that the wired wonders of Gen Y still value the advice of their parents. [Courier News]

Google Generation is a Myth:
Research conducted University College London claims that, although young people demonstrate an ease and familiarity with computers, they rely on the most basic search tools and do not possess the critical and analytical skills to asses the information that they find on the web. [JISC]

Tweet of the Week: "For the record, I keep my billions of virtual dollars tucked safely under my virtual mattress with a virtual rottweiler protecting (via @elusivefish)." Speaking of virtual currency... [Twitter] [Virtual World News]

Hot for Teacher?:
A teacher accidentally put pornography into a DVD that was meant to be filled with school memories from the past year, and nobody caught the error until after it was sent home, shocking parents and students alike. Hey DJ--cue the music!. [CBS News] [MTV]

Calling Bullshit on Social Media: "For starters: social media is a stupid term. Is there any anti-social media out there? Of course not." I love this blog post. So. Spot. On. And long overdue []

Storytelling 2.0: Penguin Books have launched a great new site that allows kids to play in an unlimited online space where they can create their own virtual stories, books and games for just $10. Once created they can send them to friends to watch, read or play and save them to their own virtual bookshelf. [Digital Buzz via @liamom]

Best Buy® Mobile Survey: Of all Americans with mobile phones, 62% say they use text messaging, mostly because it's a convenient and quick way to communicate. More than one-third (37%) say they use texting to avoid long or tough conversations, and over one-quarter (27%) say they use it because they dislike talking on the phone. One-quarter feel it's a great way to flirt, particularly among the 18-24-year-old set (39%). [Business Wire]

One Last Thing: Corporate types pledge to be more open about tracking consumers online, according to some experts MySpace is now a 'digital ghetto', a new study by FUSE Marketing shows that teens love events, Steve Wheeler on e-learning 3.0 (think mobile!), the abstinence movement gets rebranded, two college kids get a book deal for 'Twitterature', and Nickelodeon launches video games with a pro social message (also related). [AP] [TransComic] [BrandFlakes] [Steve Wheeler] [Alpha Mommy] [Galley Cat] [MediaPost] [Press Any Key]

@mom: Stop Twittering About Me!

Camille Sweeney has an interesting piece in the The New York Times on social networking sites for babies. Yes, you read that correctly: social networking sites for babies!

According to Sweeney, parents are creating profiles for their newborn bundles of joy and sharing their every move on both social networking sites like Lil’Grams, TotSpot and Kidmondo or via micro-blogging sites like Twitter.

Here's a snippet from the article:

"Hailing from Winnipeg, Ontario, Dominic Miguel Alexander Carrasco, 7 months old, uses his Totspot page to share his obsessions with his entourage. His fave nickname? Buddy or Big Boy. His fave book? “Green Eggs and Ham.” His fave food? Unsurprisingly, “mom’s milk.”

Of course, these busy social networkers don’t actually post journal entries or befriend playground acquaintances themselves. Their sleep-deprived parents are behind the curtain, shaping their children’s online identities even before they are diaper-free."

This trend shouldn't really come as a surprise to anyone who's been tracking the evolution of Gen Y and their always-on lifestyle. As the millennial's move from their teen years into parenthood, it's only natural that they would want to use familiar technologies like social networks as a way to share their newborn's milestones with family, friends and other new parents.

What hasn't changed is the long standing tradition of parents creating a repository of anecdotal bits and photographs in a scrapbook. What has changed are the tools they are using to document and preserve these memories: Instead of a paper scrapbook, it's a blog. Instead of bits, it's bytes. Instead of a written journal, it's tweets.

It's the same behavior as generations of new parents that came before them; Gen Y parents are simply using new tools and technology to meet the same desire to document their children's lives.

While these services tout their safety and privacy features, parents should really think twice about the information they share on these sites. Remember, just because you deleted that cute photo of your child sitting in the tub doesn't mean that it isn't archived somewhere. Forever.

After all, your privacy is an illusion.

Perhaps it's time that everyone (not just parents) should think more about what and why we post information on the web. To me, it seems like this trend is every teenagers worst nightmare: a permanent digital archive of your childhood published on the web.

Related Resources

Social Media Safety

Recently it seems like I'm Bill Murray in Groundhog Day. Just about every day I find myself having the same discussion about the potential dangers of social networking sites like MySpace and Facebook.

And the media--from Dr. Phil to Dateline NBC--have been full of stories urging parents to log on and see what their children are sharing on their blogs and social networking profiles.

According to a 2005 study by the Kaiser Family Foundation, 96% of 8 to 18 year olds are online. Even more shocking, although not surprising, the Kaiser study reported that 31% of respondents admit lying about their age in order to visit, register, or participate in a social networking community. And a 2005 Pew Internet study found that 57% of teens use social software to create and publish their own content.

Now even though they are the most web savvy generation ever, they are still teenagers who haven't learned how to negotiate relationships with people they know, let alone people in cyberspace.

I don’t have the solution, but I do know that all of us--parents, teachers, and educators--need to take a rational, measured approach on the issue.

At the same time, we need work on educating students to be more aware of the potential hazards and implications of disclosing too much personal information on social networking sites like MySpace and Facebook.

Social Media Safety Resources