Report: ‘21st Century Mom’ comes in a variety of faces

SAN FRANCISCO —In order to successfully connect with today’s mom, retailers and manufacturers must understand how she lives her life, and for the 21st-century mom, that means online.

According to the “The 21st Century Mom Report” by BabyCenter, an online global resource for expectant and new moms that is part of the Johnson & Johnson family of companies, there has been a dramatic increase over the past three years in moms’ use of social media (up 462%) and cell phones to access the Web (up 348%).

The report captured the thoughts and opinions of more than 25,000 U.S. moms from BabyCenter’s 21st Century Mom panel and BabyCenter.com. It is the result of a two-part tracking study conducted with NovaQuant in 2006 and 2009, as well as a series of 18 in-depth surveys conducted by BabyCenter between January and June 2009.

“The 21st century mom has many faces, and the more you know about her, the easier it will be to build a relationship that lasts a lifetime—in her laundry room, under her sink and in her garbage,” stated Tina Sharkey, chairman and global president of BabyCenter.

It may not be surprising to hear that motherhood is a “transformative life stage change, which triggers a sizeable re-evaluation process of products and brands,” but what may not be so obvious is just how great a role the Internet and other technologies play in her role of motherhood.

The many faces of the 21st Century Mom, according to BabyCenter, include:

Social Mom: The number of moms who regularly use social media, such as Facebook, MySpace and BabyCenter Community, has increased from 11% to 63% since 2006—a change of 462%. The research also found that 44% use social media for word-of-mouth recommendations on brands and products, and 73% believe they find trustworthy information about products and services through online communities focused on their specific interests. Furthermore, they use mass-reach social networks primarily for socializing and entertainment, and content-rich sites and mom-centric communities to get information and advice from other moms.

Media Mom: The Internet better serves her needs compared with any other form of media because it can be accessed at any time, such as during the baby’s nap time. Thirty-nine percent of moms even said their time online often is the most peaceful part of their day.

Gadget Mom: Today’s moms are not afraid of technology. They are loaded down with PDAs to manage hectic family schedules, digital cameras to capture those special moments and gaming consoles to connect with their children. The vast majority of moms (91%) never leave the house without their cell phones and, compared with just three years ago, are 348% more likely to use their cell phones to go online.

Eco Mom: From 2006 to 2009, the number of moms claiming they actively seek eco-friendly products for their families has increased by 51%. Most of the respondents (92%) said their inspiration to be more eco-friendly comes from concerns about their children, versus 42% who want to save the planet. After becoming a parent, moms are 89% more likely to say environmental impact is an important purchase criterion.

Dr. Mom: Today’s mom, who often is the key decision-maker in the health and well-being of the family, consistently taps into both expert and mom-to-mom wisdom using the Internet and social media. In online communities, children’s health issues are the leading topic of interest (91%), followed by childhood development tips (79%) and product reviews (72%).