Microsoft teamed up with Mindshare and Ogilvy Chicago to study the online and digital behavior of women. They surveyed 800 women of varying ages and careers, including stay-at-home and work-at-home moms. Here's what they found:
- 22 percent shop once per day.
- 86 percent pass along interesting “finds” to others.
- On average, they have 171 contacts in e-mail, social networking and cell phone address books.
- E-mail is overwhelmingly, 85 percent, the most important tool.
- They view tools such as rewards, loyalty cards, cell phones, coupons via the computer, TIVO and DVR, video on demand, opt-in daily e-mails, and handheld wireless devices to be “blessings” in their lives.
- The majority views devices such as cell phones and computers as “extensions of themselves.”
- More than half “never” unplug from their digital devices, even when sleeping.
- Technology “curses” were few and centered on activities and types of communication that were “out of their control.”
- If forced to, they would “throw out” their television or cell phone first; only 11 percent would throw out their personal laptop.
- On average, they have 5.8 “screens” and 12 digital devices.
A special note about moms, which we already know are powerful influencers:
“For moms, the Internet serves as a link to the ‘outside world' — especially moms with a new baby,” said Debbie Solomon, managing director, Business Planning of Mindshare. “And moms are really the future of content creation. They have an insatiable appetite to create and share content — posting more than twice the average U.S. adult, whether publishing, maintaining or updating a blog or Web page.”