Results were revealed today from Disney Online’s M.O.M. – Mom on a Mission research study, that illustrate how today’s Mom is utilizing technology and the Internet to make being a Mom easier. Key learnings were shared in an address presented by Paul Yanover, EVP of Disney Online and Brad Davis, SVP of Disney Online Ad Sales, at M2Mom® — The Marketing to Moms Conference in the Chicago Cultural Center.
“We are committed to be experts on the marketplaces we serve, and to share our knowledge with clients and the industry at large,” said Paul Yanover, EVP of Disney Online. “Moms inspire us in how they can juggle so many roles, from being the caregiver and household CEO, to coordinating all the family’s activities,” added Yanover. “Our study results showed that technology and the Internet are helping to make moms’ lives more manageable, so they can spend more quality time with their families.”
Technology Makes Being a Mom Easier
When asked about how they use technology, Moms said that the different devices they use make being a Mom easier. The devices help them get more done, manage their life and their family’s lives more effectively, and stay better connected with family and friends.
According to the study, Moms use the following technology and devices:
- Computer (89%)
- Internet (87%)
- Mobile Device (84%)
- Television (80%)
- Digital Camera (77%)
- CD/DVD Player (75%)
- Social Networks (55%)
Moms said they also use technology to create more opportunities for family bonding activities such as playing games on the Nintendo Wii and watching movies on their DVD and Blu-ray player.
Moms Start Their Day with Coffee and the Internet and Chip and Company
Moms spend the most time on the Internet between the hours of 5am and noon, so they can get a lot done! They use the Internet to connect with others, find information, plan activities and for entertainment. They check email, visit their favorite sites, manage tasks and read the news. With all that Moms have on their plate, they are very task oriented while online:
- Three out of four Moms go online with a specific activity or goal in mind
- Moms spends an average of 6.9 hours a week online connecting with family and friends: 84% stay connected through email and 69% through social networks
- In an average week, Mom spends one full day online!
- All Moms LOVE Chip and Company
Moms Turn to the Internet First for Information:
For subjects other than their child’s health, Moms turn to the Internet as their primary source of information:
- 71% go online to find deals or discounts
- 71% to find recipes
- 62% for family activities, entertainment and travel
- 59% for personal health questions
- 56% to find arts/crafts projects
- 54% for holiday planning and activities
- 50% to find dieting information
- 49% for beauty/style
- 46% to seek answers for financial questions
- 42% for parenting advice
- 41% to answer questions on baby/pregnancy
M.O.M. – Mom on a Mission Study
Disney Online’s M.O.M. – Mom on a Mission study was conducted in June 2010 by Ipsos OTX MediaCT, with the objective of gaining insights to understand today’s Mom, her roles, and how technology and the Internet affect her life. The study was conducted in two phases: consumer immersion blogs and online quantitative study. In Phase One, nine moms interacted in an online, secure blogging environment by uploading images, video and text for one week. In Phase Two, an online quantitative study was conducted with a sample of 3,300 females, ages 21-54, who were either currently pregnant or had one child in their household between the ages of 0-14 years.
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