emarketer – Moms Online: Parenting with Web 2.0

Again fantastic news for the "viability" of the Family 2.0 space and for parenting with Web 2.0.

This report explores the new opportunities available to moms online. The figure of 30 million is reported of US moms online and the trend of making more time for the internet to relax, share and make life easier is growing.

As a contributor to this report for Family 2.0, I was very excited to see the trends and stats reported in the emarketer report on Moms Online. Parenting with Web 2.0 does have a large potential audience, with the trends pointing to moms and families seeking a higher level of social networking and contribution, and sharing via community sites and blogs.

In addition, social networking has a very strong "word of mouth" characteristic, and moms love the freedom of expression these Web 2.0 sites offer. With this freedom, online moms also like intelligent and considerate marketing and this report highlights new expectations online moms have of marketers.

There has already been moves by major companies seeing the value of "word of mouth" and this new social web resurgence, of Web 2.0 is fuelling this trend. The US mom market itself is a 1.7 trillion dollar industry, and this article talks about just how "Moms are a hot demographic". It is only a matter of time that this market sees an avenue in social sites to voice their own thoughts on the items they buy.

Just in the Financial Times the other day, Proctor and Gamble are making a "radical" change into Marketing 2.0, the article "Word of Mouth is New Ads Message" shows how this new form of marketing has some credibility to it's radical nature. It's "reality focus groups on steroids".

After reading the emarketer report, and for someone involved in this space it did open my eyes to how the new social web and Family 2.0 can evolve into and if you are a marketer with a budget, for close to $700 this isn't bad for an instant snapshot into the industry.

Family 2.0 sites need to keep concentrating on listening to their members needs, be able to scale and demonstrate value to members, and the sponsors and advertisers keen to try "word of mouth" marketing will come.

For more info…

emarketer release and report : Moms Online: Parenting with Web 2.0