Notes from the Digital Generation Gap - Mom X vs. Mom Y

A recent study conducted by NewMediaMetrics found a significant difference in the types of digital behavior embraced by the X and Y generations when it comes to child raising. Gen Y is much more attached to media that connects them to other moms (online communities, blogs, video-sharing sites, etc.), while Gen X moms are more likely to embrace the web for task-oriented activities like shopping online and uploading photos. The study concludes that this might signify a shift in the way that marketers should be targeting the next new generation of moms online.

Research Brief » Blog Archive » Y Moms Connect Through The Internet; X Moms Task

More evidence, if you will, for my theory of the new generation gap. The key point is it's all coming to pass very, very quickly. The changes in attitude, media behavior, shopper behavior and general worldview are quick and clearly defined.

What does this mean for marketers? We need to toss our assumptions about how interactive creative works. We need to recalibrate how we judge ideas in the early stages of planning and development. We can't fall back on yesterday's best practices, even though they still feel freshly minted.

And it means that the marketers who persist in clinging to the tried-and-true may find themselves scrambling for new structures as early as first quarter 2009. Could happen.

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MediaPost Publications - Brands Are Big Word-Of-Mouth Topics Among New Moms - 04/21/2008

When it comes to word-of-mouth (WOM) buzz about products--and specific brands--across a wide range of categories, expectant and new mothers are the champs, according to a new study from online resource BabyCenter and WOM-focused market research firm the Keller Fay Group.Overall, pregnant women and new moms engage in one-third more WOM conversations per day than women in general or consumers as a whole, and almost two-thirds of their conversations include brand recommendations, the study found.

MediaPost Publications - Brands Are Big Word-Of-Mouth Topics Among New Moms - 04/21/2008

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What Women Want (on the Net, That Is) - Advertising Age

This is required reading for anyone who works on a brand that is purchased by women. (Um ... everybody.)

Last year, "women's community" was the most visited and fastest growing internet category, tied with politics, according to a ComScore Media Metrix year-end report. The number of unique visits to women's community sites jumped 35% to almost 70 million from 52 million.

What Women Want (on the Net, That Is) - Advertising Age - Digital

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