Nielsen Online recently hosted a webinar (listen and follow along below) focused on Power Moms based on the recently launched "Power Moms Initiative" in conjunction with Nielsen Life360. The goal was to get a more intimate view of moms' use of digital tools through groundbreaking video ethnographic research. As part of the study, a select group of women from around the country revealed how they use their "digital toolkits" to juggle careers, manage demanding family schedules, streamline spending through online banking, coupon sites and retailer channels. The multitude of daily tasks now performed online are stitched together by more gratifying pursuits -- offline hobbies that are now slowing taking place in online spheres from scrap-booking and photo-sharing to fitness programs -- enabling digital moms to achieve new levels of connectivity and fulfillment from their online experiences.
The study employed a blend of online behavioral data, consumer generated media and videography that highlighted
Listen to Nielsen's recently presented Power Moms webinar below hosted by Jessica Hogue and Karen Benezra and follow along with the corresponding slides.
[this presentation requires flash]