Digimums Factsheet

DIGIMUMS FACTSHEET 383% WE ARE CONNECTING ONLINE WE ARE KEEPING IN CONTACT 83% of mothers are online friends with their children, with seven out of 10 contacting their chid via social networking. Seven out of 10 mums rate their relationship with their children as very connected. FACEBOOK MUMS O Like almost two thirds now regularly use Facebook, with mums aged 45-54 ranking as the highest users. But older mums are catching up- over half (57%) of women over 55 years use Facebook to stay in contact with their children. WE LOVE OUR MUMS MUMS ARE NET-SOCIAL, BUT CHILDREN DON'T MIND Over eight in 10 mums are online friends with their children- with children who have recently left the nest the most likely to have their mum on social networks (90%). Only 2% reported that their children do not like them contacting them via social networks. Almost eight in 10 mums say their child plays as active a role in maintaining contact as they do. LETS TOUCH BASE BEWARE THE MATERNAL DE-FRIEND One in five mothers under 45 who use social networking have been removed as friends by their child, with one in 10 overall experiencing the "de-friend". eight out of 10 mums are in contact with their child every week and almost half (46%) contact them at least every second day. .................. YOUR PRESENCE IS THE BEST PRESENT OF ALL Time with family is the number one wanted Mother's Day gift although if you have a Technomum you might want to check her wish list- 14% of technomums would love a tech gadget for their special day, well above the national average NET-SAVVY AND NET-WARY TECH PRESENTS Mums are getting confident, four in 10 say they have no concerns in using social networking. But privacy remains the number one issue for mums (53%), and a sizable group (14%) is concerned about making a net faux pas with a message or a photo. New South Wales and South Australian children are more likely to give their mum a tech gift than the rest of Australia. VICTORIAN MUMS KEEP IT SIMPLE PHONE IS BEST They are more Likely to use only one method to connect with their kids, versus NSW and Tasmania who are more likely to use a combination of technologies. PHONE AWAY Children thinking of wishing their mum a virtual Mother's Day might think again- the overwhelming majority of mums want tospeak to their children on Mother's Day, with eight out of 10 selecting it as their preferred contact method. Queensland and New South Wales mums place the greatest emphasis on receiving a phone call from their child on Mother's Day. wwwwwww THE RESEARCH ALSO REVEALED AUSTRALIA'S TOP DIGITAL-MUM PERSONALITIES INCLUDE Phone chat mum (34%) This mum likes to keep it simple- a phone call is all she needs for her daily dose of connection with loved ones. Mums who identify with this personality are more likely to live in New South Wales and Victoria. Smartphone lover (10%) The greatest thing in this mum's handbag is her smartphone- she'lI talk or text but what she really loves is the freedom to get info on the go, and she is inseparable from her digital sidekick. Technomum extraordinaire (12%) The mum who loves all the ins and Webmum 2.0 (27%) Webmums have embraced the online world in droves, connecting via Twitter or Facebook with their kids, friends and interests. They might not be the tech-savviest bunch, but they enjoy the benefits of connecting with loved ones on the web. Webmums were the most likely to befriend their child- 91% have a child online. outs of technology, the first in line to embrace the newest gadgets and learn all about the latest online trends. Tablets, smartphones and devices galore, they are switched on and connected. Technomums are also more likely to be in contact with their children than other Traditional texter (10%) Who needs all that technology? Not this mum- an SMS is still her preferred choice for sharing the news in 160 characters. Texters were the most likely to be concerned about not knowing the "rules" of social networking IT'S HOW WE CONNECT segments, and, with "Webmums 2.0", are the largest users of multiple channels to stay in touch with their children. This research was conducted online by Pure Profile on behalf of Telstra in April 2012 on a representative sample of 1,108 Australians from across Australia in both metropolitan and regional areas. DIGIMUMS FACTSHEET 383% WE ARE CONNECTING ONLINE WE ARE KEEPING IN CONTACT 83% of mothers are online friends with their children, with seven out of 10 contacting their chid via social networking. Seven out of 10 mums rate their relationship with their children as very connected. FACEBOOK MUMS O Like almost two thirds now regularly use Facebook, with mums aged 45-54 ranking as the highest users. But older mums are catching up- over half (57%) of women over 55 years use Facebook to stay in contact with their children. WE LOVE OUR MUMS MUMS ARE NET-SOCIAL, BUT CHILDREN DON'T MIND Over eight in 10 mums are online friends with their children- with children who have recently left the nest the most likely to have their mum on social networks (90%). Only 2% reported that their children do not like them contacting them via social networks. Almost eight in 10 mums say their child plays as active a role in maintaining contact as they do. LETS TOUCH BASE BEWARE THE MATERNAL DE-FRIEND One in five mothers under 45 who use social networking have been removed as friends by their child, with one in 10 overall experiencing the "de-friend". eight out of 10 mums are in contact with their child every week and almost half (46%) contact them at least every second day. .................. YOUR PRESENCE IS THE BEST PRESENT OF ALL Time with family is the number one wanted Mother's Day gift although if you have a Technomum you might want to check her wish list- 14% of technomums would love a tech gadget for their special day, well above the national average NET-SAVVY AND NET-WARY TECH PRESENTS Mums are getting confident, four in 10 say they have no concerns in using social networking. But privacy remains the number one issue for mums (53%), and a sizable group (14%) is concerned about making a net faux pas with a message or a photo. New South Wales and South Australian children are more likely to give their mum a tech gift than the rest of Australia. VICTORIAN MUMS KEEP IT SIMPLE PHONE IS BEST They are more Likely to use only one method to connect with their kids, versus NSW and Tasmania who are more likely to use a combination of technologies. PHONE AWAY Children thinking of wishing their mum a virtual Mother's Day might think again- the overwhelming majority of mums want tospeak to their children on Mother's Day, with eight out of 10 selecting it as their preferred contact method. Queensland and New South Wales mums place the greatest emphasis on receiving a phone call from their child on Mother's Day. wwwwwww THE RESEARCH ALSO REVEALED AUSTRALIA'S TOP DIGITAL-MUM PERSONALITIES INCLUDE Phone chat mum (34%) This mum likes to keep it simple- a phone call is all she needs for her daily dose of connection with loved ones. Mums who identify with this personality are more likely to live in New South Wales and Victoria. Smartphone lover (10%) The greatest thing in this mum's handbag is her smartphone- she'lI talk or text but what she really loves is the freedom to get info on the go, and she is inseparable from her digital sidekick. Technomum extraordinaire (12%) The mum who loves all the ins and Webmum 2.0 (27%) Webmums have embraced the online world in droves, connecting via Twitter or Facebook with their kids, friends and interests. They might not be the tech-savviest bunch, but they enjoy the benefits of connecting with loved ones on the web. Webmums were the most likely to befriend their child- 91% have a child online. outs of technology, the first in line to embrace the newest gadgets and learn all about the latest online trends. Tablets, smartphones and devices galore, they are switched on and connected. Technomums are also more likely to be in contact with their children than other Traditional texter (10%) Who needs all that technology? Not this mum- an SMS is still her preferred choice for sharing the news in 160 characters. Texters were the most likely to be concerned about not knowing the "rules" of social networking IT'S HOW WE CONNECT segments, and, with "Webmums 2.0", are the largest users of multiple channels to stay in touch with their children. This research was conducted online by Pure Profile on behalf of Telstra in April 2012 on a representative sample of 1,108 Australians from across Australia in both metropolitan and regional areas. DIGIMUMS FACTSHEET 383% WE ARE CONNECTING ONLINE WE ARE KEEPING IN CONTACT 83% of mothers are online friends with their children, with seven out of 10 contacting their chid via social networking. Seven out of 10 mums rate their relationship with their children as very connected. FACEBOOK MUMS O Like almost two thirds now regularly use Facebook, with mums aged 45-54 ranking as the highest users. But older mums are catching up- over half (57%) of women over 55 years use Facebook to stay in contact with their children. WE LOVE OUR MUMS MUMS ARE NET-SOCIAL, BUT CHILDREN DON'T MIND Over eight in 10 mums are online friends with their children- with children who have recently left the nest the most likely to have their mum on social networks (90%). Only 2% reported that their children do not like them contacting them via social networks. Almost eight in 10 mums say their child plays as active a role in maintaining contact as they do. LETS TOUCH BASE BEWARE THE MATERNAL DE-FRIEND One in five mothers under 45 who use social networking have been removed as friends by their child, with one in 10 overall experiencing the "de-friend". eight out of 10 mums are in contact with their child every week and almost half (46%) contact them at least every second day. .................. YOUR PRESENCE IS THE BEST PRESENT OF ALL Time with family is the number one wanted Mother's Day gift although if you have a Technomum you might want to check her wish list- 14% of technomums would love a tech gadget for their special day, well above the national average NET-SAVVY AND NET-WARY TECH PRESENTS Mums are getting confident, four in 10 say they have no concerns in using social networking. But privacy remains the number one issue for mums (53%), and a sizable group (14%) is concerned about making a net faux pas with a message or a photo. New South Wales and South Australian children are more likely to give their mum a tech gift than the rest of Australia. VICTORIAN MUMS KEEP IT SIMPLE PHONE IS BEST They are more Likely to use only one method to connect with their kids, versus NSW and Tasmania who are more likely to use a combination of technologies. PHONE AWAY Children thinking of wishing their mum a virtual Mother's Day might think again- the overwhelming majority of mums want tospeak to their children on Mother's Day, with eight out of 10 selecting it as their preferred contact method. Queensland and New South Wales mums place the greatest emphasis on receiving a phone call from their child on Mother's Day. wwwwwww THE RESEARCH ALSO REVEALED AUSTRALIA'S TOP DIGITAL-MUM PERSONALITIES INCLUDE Phone chat mum (34%) This mum likes to keep it simple- a phone call is all she needs for her daily dose of connection with loved ones. Mums who identify with this personality are more likely to live in New South Wales and Victoria. Smartphone lover (10%) The greatest thing in this mum's handbag is her smartphone- she'lI talk or text but what she really loves is the freedom to get info on the go, and she is inseparable from her digital sidekick. Technomum extraordinaire (12%) The mum who loves all the ins and Webmum 2.0 (27%) Webmums have embraced the online world in droves, connecting via Twitter or Facebook with their kids, friends and interests. They might not be the tech-savviest bunch, but they enjoy the benefits of connecting with loved ones on the web. Webmums were the most likely to befriend their child- 91% have a child online. outs of technology, the first in line to embrace the newest gadgets and learn all about the latest online trends. Tablets, smartphones and devices galore, they are switched on and connected. Technomums are also more likely to be in contact with their children than other Traditional texter (10%) Who needs all that technology? Not this mum- an SMS is still her preferred choice for sharing the news in 160 characters. Texters were the most likely to be concerned about not knowing the "rules" of social networking IT'S HOW WE CONNECT segments, and, with "Webmums 2.0", are the largest users of multiple channels to stay in touch with their children. This research was conducted online by Pure Profile on behalf of Telstra in April 2012 on a representative sample of 1,108 Australians from across Australia in both metropolitan and regional areas. DIGIMUMS FACTSHEET 383% WE ARE CONNECTING ONLINE WE ARE KEEPING IN CONTACT 83% of mothers are online friends with their children, with seven out of 10 contacting their chid via social networking. Seven out of 10 mums rate their relationship with their children as very connected. FACEBOOK MUMS O Like almost two thirds now regularly use Facebook, with mums aged 45-54 ranking as the highest users. But older mums are catching up- over half (57%) of women over 55 years use Facebook to stay in contact with their children. WE LOVE OUR MUMS MUMS ARE NET-SOCIAL, BUT CHILDREN DON'T MIND Over eight in 10 mums are online friends with their children- with children who have recently left the nest the most likely to have their mum on social networks (90%). Only 2% reported that their children do not like them contacting them via social networks. Almost eight in 10 mums say their child plays as active a role in maintaining contact as they do. LETS TOUCH BASE BEWARE THE MATERNAL DE-FRIEND One in five mothers under 45 who use social networking have been removed as friends by their child, with one in 10 overall experiencing the "de-friend". eight out of 10 mums are in contact with their child every week and almost half (46%) contact them at least every second day. .................. YOUR PRESENCE IS THE BEST PRESENT OF ALL Time with family is the number one wanted Mother's Day gift although if you have a Technomum you might want to check her wish list- 14% of technomums would love a tech gadget for their special day, well above the national average NET-SAVVY AND NET-WARY TECH PRESENTS Mums are getting confident, four in 10 say they have no concerns in using social networking. But privacy remains the number one issue for mums (53%), and a sizable group (14%) is concerned about making a net faux pas with a message or a photo. New South Wales and South Australian children are more likely to give their mum a tech gift than the rest of Australia. VICTORIAN MUMS KEEP IT SIMPLE PHONE IS BEST They are more Likely to use only one method to connect with their kids, versus NSW and Tasmania who are more likely to use a combination of technologies. PHONE AWAY Children thinking of wishing their mum a virtual Mother's Day might think again- the overwhelming majority of mums want tospeak to their children on Mother's Day, with eight out of 10 selecting it as their preferred contact method. Queensland and New South Wales mums place the greatest emphasis on receiving a phone call from their child on Mother's Day. wwwwwww THE RESEARCH ALSO REVEALED AUSTRALIA'S TOP DIGITAL-MUM PERSONALITIES INCLUDE Phone chat mum (34%) This mum likes to keep it simple- a phone call is all she needs for her daily dose of connection with loved ones. Mums who identify with this personality are more likely to live in New South Wales and Victoria. Smartphone lover (10%) The greatest thing in this mum's handbag is her smartphone- she'lI talk or text but what she really loves is the freedom to get info on the go, and she is inseparable from her digital sidekick. Technomum extraordinaire (12%) The mum who loves all the ins and Webmum 2.0 (27%) Webmums have embraced the online world in droves, connecting via Twitter or Facebook with their kids, friends and interests. They might not be the tech-savviest bunch, but they enjoy the benefits of connecting with loved ones on the web. Webmums were the most likely to befriend their child- 91% have a child online. outs of technology, the first in line to embrace the newest gadgets and learn all about the latest online trends. Tablets, smartphones and devices galore, they are switched on and connected. Technomums are also more likely to be in contact with their children than other Traditional texter (10%) Who needs all that technology? Not this mum- an SMS is still her preferred choice for sharing the news in 160 characters. Texters were the most likely to be concerned about not knowing the "rules" of social networking IT'S HOW WE CONNECT segments, and, with "Webmums 2.0", are the largest users of multiple channels to stay in touch with their children. This research was conducted online by Pure Profile on behalf of Telstra in April 2012 on a representative sample of 1,108 Australians from across Australia in both metropolitan and regional areas. DIGIMUMS FACTSHEET 383% WE ARE CONNECTING ONLINE WE ARE KEEPING IN CONTACT 83% of mothers are online friends with their children, with seven out of 10 contacting their chid via social networking. Seven out of 10 mums rate their relationship with their children as very connected. FACEBOOK MUMS O Like almost two thirds now regularly use Facebook, with mums aged 45-54 ranking as the highest users. But older mums are catching up- over half (57%) of women over 55 years use Facebook to stay in contact with their children. WE LOVE OUR MUMS MUMS ARE NET-SOCIAL, BUT CHILDREN DON'T MIND Over eight in 10 mums are online friends with their children- with children who have recently left the nest the most likely to have their mum on social networks (90%). Only 2% reported that their children do not like them contacting them via social networks. Almost eight in 10 mums say their child plays as active a role in maintaining contact as they do. LETS TOUCH BASE BEWARE THE MATERNAL DE-FRIEND One in five mothers under 45 who use social networking have been removed as friends by their child, with one in 10 overall experiencing the "de-friend". eight out of 10 mums are in contact with their child every week and almost half (46%) contact them at least every second day. .................. YOUR PRESENCE IS THE BEST PRESENT OF ALL Time with family is the number one wanted Mother's Day gift although if you have a Technomum you might want to check her wish list- 14% of technomums would love a tech gadget for their special day, well above the national average NET-SAVVY AND NET-WARY TECH PRESENTS Mums are getting confident, four in 10 say they have no concerns in using social networking. But privacy remains the number one issue for mums (53%), and a sizable group (14%) is concerned about making a net faux pas with a message or a photo. New South Wales and South Australian children are more likely to give their mum a tech gift than the rest of Australia. VICTORIAN MUMS KEEP IT SIMPLE PHONE IS BEST They are more Likely to use only one method to connect with their kids, versus NSW and Tasmania who are more likely to use a combination of technologies. PHONE AWAY Children thinking of wishing their mum a virtual Mother's Day might think again- the overwhelming majority of mums want tospeak to their children on Mother's Day, with eight out of 10 selecting it as their preferred contact method. Queensland and New South Wales mums place the greatest emphasis on receiving a phone call from their child on Mother's Day. wwwwwww THE RESEARCH ALSO REVEALED AUSTRALIA'S TOP DIGITAL-MUM PERSONALITIES INCLUDE Phone chat mum (34%) This mum likes to keep it simple- a phone call is all she needs for her daily dose of connection with loved ones. Mums who identify with this personality are more likely to live in New South Wales and Victoria. Smartphone lover (10%) The greatest thing in this mum's handbag is her smartphone- she'lI talk or text but what she really loves is the freedom to get info on the go, and she is inseparable from her digital sidekick. Technomum extraordinaire (12%) The mum who loves all the ins and Webmum 2.0 (27%) Webmums have embraced the online world in droves, connecting via Twitter or Facebook with their kids, friends and interests. They might not be the tech-savviest bunch, but they enjoy the benefits of connecting with loved ones on the web. Webmums were the most likely to befriend their child- 91% have a child online. outs of technology, the first in line to embrace the newest gadgets and learn all about the latest online trends. Tablets, smartphones and devices galore, they are switched on and connected. Technomums are also more likely to be in contact with their children than other Traditional texter (10%) Who needs all that technology? Not this mum- an SMS is still her preferred choice for sharing the news in 160 characters. Texters were the most likely to be concerned about not knowing the "rules" of social networking IT'S HOW WE CONNECT segments, and, with "Webmums 2.0", are the largest users of multiple channels to stay in touch with their children. This research was conducted online by Pure Profile on behalf of Telstra in April 2012 on a representative sample of 1,108 Australians from across Australia in both metropolitan and regional areas. DIGIMUMS FACTSHEET 383% WE ARE CONNECTING ONLINE WE ARE KEEPING IN CONTACT 83% of mothers are online friends with their children, with seven out of 10 contacting their chid via social networking. Seven out of 10 mums rate their relationship with their children as very connected. FACEBOOK MUMS O Like almost two thirds now regularly use Facebook, with mums aged 45-54 ranking as the highest users. But older mums are catching up- over half (57%) of women over 55 years use Facebook to stay in contact with their children. WE LOVE OUR MUMS MUMS ARE NET-SOCIAL, BUT CHILDREN DON'T MIND Over eight in 10 mums are online friends with their children- with children who have recently left the nest the most likely to have their mum on social networks (90%). Only 2% reported that their children do not like them contacting them via social networks. Almost eight in 10 mums say their child plays as active a role in maintaining contact as they do. LETS TOUCH BASE BEWARE THE MATERNAL DE-FRIEND One in five mothers under 45 who use social networking have been removed as friends by their child, with one in 10 overall experiencing the "de-friend". eight out of 10 mums are in contact with their child every week and almost half (46%) contact them at least every second day. .................. YOUR PRESENCE IS THE BEST PRESENT OF ALL Time with family is the number one wanted Mother's Day gift although if you have a Technomum you might want to check her wish list- 14% of technomums would love a tech gadget for their special day, well above the national average NET-SAVVY AND NET-WARY TECH PRESENTS Mums are getting confident, four in 10 say they have no concerns in using social networking. But privacy remains the number one issue for mums (53%), and a sizable group (14%) is concerned about making a net faux pas with a message or a photo. New South Wales and South Australian children are more likely to give their mum a tech gift than the rest of Australia. VICTORIAN MUMS KEEP IT SIMPLE PHONE IS BEST They are more Likely to use only one method to connect with their kids, versus NSW and Tasmania who are more likely to use a combination of technologies. PHONE AWAY Children thinking of wishing their mum a virtual Mother's Day might think again- the overwhelming majority of mums want tospeak to their children on Mother's Day, with eight out of 10 selecting it as their preferred contact method. Queensland and New South Wales mums place the greatest emphasis on receiving a phone call from their child on Mother's Day. wwwwwww THE RESEARCH ALSO REVEALED AUSTRALIA'S TOP DIGITAL-MUM PERSONALITIES INCLUDE Phone chat mum (34%) This mum likes to keep it simple- a phone call is all she needs for her daily dose of connection with loved ones. Mums who identify with this personality are more likely to live in New South Wales and Victoria. Smartphone lover (10%) The greatest thing in this mum's handbag is her smartphone- she'lI talk or text but what she really loves is the freedom to get info on the go, and she is inseparable from her digital sidekick. Technomum extraordinaire (12%) The mum who loves all the ins and Webmum 2.0 (27%) Webmums have embraced the online world in droves, connecting via Twitter or Facebook with their kids, friends and interests. They might not be the tech-savviest bunch, but they enjoy the benefits of connecting with loved ones on the web. Webmums were the most likely to befriend their child- 91% have a child online. outs of technology, the first in line to embrace the newest gadgets and learn all about the latest online trends. Tablets, smartphones and devices galore, they are switched on and connected. Technomums are also more likely to be in contact with their children than other Traditional texter (10%) Who needs all that technology? Not this mum- an SMS is still her preferred choice for sharing the news in 160 characters. Texters were the most likely to be concerned about not knowing the "rules" of social networking IT'S HOW WE CONNECT segments, and, with "Webmums 2.0", are the largest users of multiple channels to stay in touch with their children. This research was conducted online by Pure Profile on behalf of Telstra in April 2012 on a representative sample of 1,108 Australians from across Australia in both metropolitan and regional areas.