1. The Digital Mom
Anna Kettenacker
Kevin Zugschwert

2. Agenda
2
Project Overview
The 4 Mom States in Digital
• Mom State Defined
• In Her Words
• Remarkable Content
Future Questions

3. Our Digital Mom
3
Mom as
the Expert
Mom for
Herself
Mom
Connected
Mom the
Savvy
Shopper

4. Mom as the Expert
• Problem Solver: She uses the web to get quick answers.
• Information Seeker: She uses the web to make daily decisions.
• In the Know: She uses the web to learn about current events.
• On Top of Things: Utilizes organizational tools to manage her busy
schedule.
4
Internet provides a way to manage her world
Mom as the
Expert
Problem
Solver
Information
Seeker
In the Know
On Top of
Things

5. Mom as the Expert: Problem Solver
• How do I get to my son’s
basketball game?
(Google Maps)
• Is my child sick?
(WebMD)
• How can I help with my
child’s homework?
(Google Search)
5
The expert mom uses the internet to solve the her day-to-day problems
In her words:
DIGITAL MOMS PRESENTATION 13

6. “I Google everything like if I don’t know the answer
to something or if I’m trying to research
something.” -Kirsten
6
Mom as the Expert: Problem Solver
Remarkable Content:
• Quick access to information
• Solutions for wide range of
problems
Example
• WebMD provides a quick way
for moms to answer many
health questions in intuitive
ways like this Symptom
Checker.
DIGITAL MOMS PRESENTATION 14

7. Mom as the Expert
• Problem Solver: She uses the web to get quick answers.
• Information Seeker: She uses the web to make daily decisions.
• In the Know: She uses the web to learn about current events.
• On Top of Things: Utilizes organizational tools to manage her busy
schedule.
7
Internet provides a way to manage her world
Mom as the
Expert
Problem
Solver
Information
Seeker
In the Know
On Top of
Things

8. Mom for Herself
• Casual Browsing: She’s using the internet as a way to unwind.
• Indulgence: She’s online visiting celebrity gossip sites and other “guilty
pleasure” websites.
8
Internet provides an opportunity to be entertained and relax.
Mom for
Herself
Casual
Browsing
Indulgence
Digital Moms Ethnography – 34, 35

9. Mom for Herself: Casual Browsing
• What’s the easiest way
for me to wind down my
day?
• How can I entertain
myself with little effort?
9
Mom is using the internet as a platform to carelessly browse, watch videos, and unwind.
In her words:
“I visit Pinterest at least once a day and
find good ideas. I would say I use a least 3
ideas a week from Pinterest.”
-donnachapin
Digital Moms AdTech - 8
Village Voice – Your Online World - 9
“ I check social media only
after I put the girls down,
usually before I go to bed.
I like to check Facebook
and a couple of baby blogs
that I read.”
-Jeremi

10. 10
Remarkable Content:
• Highly Visual
• Effortless
• Inspiring
Example
• On Pinterest, people are
sharing delicious and inspiring
options. These recipes and
ideas feel accessible, like
something they are able to do.
Digital Moms Ethnography - 37
Jeremi McClain Rupprecht interview
Mom for Herself: Casual Browsing

11. Mom for Herself
• Casual Browsing: She’s using the internet as a way to unwind.
• Indulgence: She’s online visiting celebrity gossip sites and other “guilty
pleasure” websites.
11
Internet provides an opportunity to be entertained and relax.
Mom for
Herself
Casual
Browsing
Indulgence
Digital Moms Ethnography – 34, 35

12. Mom Connected
• Social Butterfly: She connects with the world around her through social
networking sites.
• Creative Identity: She uses her innovative style to build her personal
brand.
12
The Internet provides a way
Mom
Connected
Social
Butterfly
Creative
Identity

13. Mom Connected: Social Butterfly
• How can I stay connected
with my friends and
family?
• Where can I share what
is going on in my life?
13
The connected mom uses social media to share her life
In her words:

14. 14
Mom Connected: Social Butterfly
Remarkable Content:
• Connects with
• People I know
• Things I like
• Places I go
Example
• Brands are worth liking if they
connect with her lifestyle.
What she really likes to share is
her own life.

15. Mom Connected
• Social Butterfly: She connects with the world around her through social
networking sites.
• Creative Identity: She uses her innovative style to build her personal
brand.
15
The Internet provides a way
Mom
Connected
Social
Butterfly
Creative
Identity

16. Mom the Savvy Shopper
• Coupon Clipper: She uses the internet to find coupons and deals
• Fully-Informed: She’s seeking product reviews, testimonials and advice
from the web.
• Online Expert: She utilizes the internet to do her family’s shopping.
16
Internet is a tool for saving both time and money
Mom the
Savvy
Shopper
Coupon
Clipper
Fully-
Informed
Online
Expert
Forrester Digital Moms - 2
Digital Moms Ethnography – 28-29

17. 17
Mom the Savvy Shopper: Online Expert
In her words:
• Where can I order the
kids’ uniforms for school?
• How can I get this
shopping done during my
busy day?
The savvy mom uses digital and mobile fulfill her family’s shopping needs.
“91% of smart phone owning
moms use it for shopping”
McCann Truth Central - 15 Digital Moms Adtech - 19
Digital Media Landscape – 29, 31
“I do a lot of shopping online
mostly because it’s quick and
they have the sizes I need and
it’s mostly for my kids. I go to
the Gap and they have all the
sizes I need and I get free
shipping.” -Melissa

18. 18
Mom the Savvy Shopper: Online Expert
Remarkable Content:
• Time-saving
• Extra Deals (ex. Free shipping)
• Variety of products
Example
• Coborns Delivers offers a
simple way to search for and
purchase groceries through an
easy-to-read menu and past
grocery lists.
Digital Moms Ethnography - 29
Forrester Digital Mom - 1

19. Mom the Savvy Shopper
• Coupon Clipper: She uses the internet to find coupons and deals
• Fully-Informed: She’s seeking product reviews, testimonials and advice
from the web.
• Online Expert: She utilizes the internet to do her family’s shopping.
19
Internet is a tool for saving both time and money
Mom the
Savvy
Shopper
Coupon
Clipper
Fully-
Informed
Online
Expert
Forrester Digital Moms - 2
Digital Moms Ethnography – 28-29

20. Future Questions
• How can General Mills interact with the digital mom in a
more ‘indulgent’ way?
• When she’s treating herself to juicy gossip, how could General Mills
become a part of that need state?
• Is there a way for General Mills to utilize online grocery stores
to promote products?
• Shipping the product weekly with discount?
20

21. What We Learned
21

22. Appendix A - Sources
22
• DIGITAL MOMS PRESENTATION v Anna
• Forrester_Digital_Moms_Social_Digital
• PROFILE BOOKLET FOR ALL 8 FOODGPS SEGMENTS
• McCann_Truth_Central_Moms
• Digital Moms_ADTech_-pptx
• 2009 Forrester Findings for Cheerios
• Fleishman_Moms_2012
• Food GPS Online Behavior Report (re-run) - 1-11-11
• Digital Advertising Research Ethnography 2010
• Digital Media Landscape Summary of Digital Day 2009
• Plan_Metrix_Key_Measures_February_2013 (ComScore)
• ComScore_ Key_Measures_March_2013_35-50 Mom
• ComScore_Key_Measures_March_2013_MillennialMom
• Personal Interview: Jeremi McClain Rupprecht May 2, 2013
• Village Voice – Your Online World
• Digital Media Landscape (Knowledge Sharing Session)