A child’s move into "teenhood" triggers different media consumption behaviours in mom.
Moms over 45 are spending more time online with traditional authorities and sources: online news, consumer reviews and podcasting. Moms under 35 are much more heavily reliant on social media and mobile to get information they are seeking quickly.
The study noted a change in behavior seems to occur in parents as their kids pass the age of 12, and this is apart from the parents' own age.
Moms of kids over 12 are more likely to watch online video, play games, read consumer reviews and watch or listen to podcasts.
The shift likely occurs as a result of increased leisure time moms with older children may have.
The yongest moms are actually among the least social online. They are also the most determined in finding information. The study reports moms with children under the age of 5 are spending less time interacting with others – they just want answers.
Razorfish and CafeMom segmented their moms into five different types of online behavioral clusters. There is:
- The "Self Expresser" who often has a pre-schooler, is hot on parenting topics, and likes to work on a personal profile page.
- "Utility Mom" usually has several kids of varying ages and goes online to unwind with games.
- The "Groupster" is a community organizer who builds and relies on larger social networks for advice.
- The "Info Seeker" often has a baby and tends to laser-target the information she needs.
- The "Hyperconnector" tends to have older children and likes to network and voice her opinion.
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