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by The Newshound

on May 30

Mums dominate digital

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According to research just released by MySpace.com, over 73,000 Australian mothers between the ages of 21-34 are using MySpace.com. Traditionally considered the realm of young adults or teens, these findings are consistent with Nielson’s demographic insights, which tell us 68% of the total Australian MySpace population, around 2 million users, are 18 years and above.

The survey, conducted in early 2008, revealed that thousands of Aussie mums under 35 from all walks of life use MySpace to seek parenting advice, connect with friends, pursue business interests and reconnect with the adult world. Marketers wanting to target this flourishing community will be interested in the following insights into mothers’ social networking habits:

  • Almost 80% use MySpace to have some time out from the kids and re-connect with the adult world
  • 66% believe MySpace has allowed them to overcome some of the isolation associated with motherhood
  • 75% believe MySpace provides them with a connection to the broader community
  • Over 70% say MySpace is like a digital coffee shop where you connect with friends.

One of the most popular MySpace mothers profiles in Australia, ‘The Mummy Hideaway’ run by 21-year old new mother Holly from South West Sydney, not only puts young mothers in touch with one another, but also provides links to useful parenting sites, hosts polls on parenting practices and provide forums for parents to share stories. As a social destination which allows users to chat and blog, as well as upload photo and video content, tales of spending extended periods of time on MySpace like Holly are typical.

So marketers, the facts are in - so direct your digital dollars at the mums of this country.

3 Comments

  • Wrote on 5 Jul, at 09:08AM
Australia is in the middle of a baby boom, the 'mums' market is huge right now.
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  • Wrote on 3 Sep, at 06:43PM
GOOD
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