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.
- MAINSTREAM: channels used by roughly one-third of digital moms include: online video (36%), online consumer reviews (33%), blogs (29%) and DVR/TiVo (29%).
- NICHE/DEVELOPING: channels used by less than 25% of digital moms include: RSS (21%), audio/video podcasting (10%) and mobile browsing (10%).