That said, earlier this month I attended the Consumer Electronics Show, an annual blow-out in Las Vegas that highlights technology innovations. I made my way through 15 miles of exhibit halls buzzing with celebrities, scantily clad women (seriously? companies still do that?) and a crowd of 150,000 plus, in search of how tech companies were adapting their products to market to moms. Happily, a number of exhibitors homed in on a mother’s need for convenience, value, and other benefits that helped them parent effectively. Some highlights:

• Moms hesitant to share their expensive iPad with their kids need no longer fear. A number of companies are launching or updating kid- friendly tablets designed to offer many of the iPad’s features for significantly lower prices. Rullingnet’s Vinci early learning systems for toddlers and preschoolers stood out.

• You gotta love Origami, the “world’s first power-folding stroller” from 4moms: The stroller folds flat and unfolds with the touch of a button. Any mom who has ever stood at a bus stop struggling to get her child out of, then close, a stroller before the bus pulls away (as I have, many times), will understand the appeal. And just to make it even more interesting, the built-in battery that makes the process work recharges while the stroller is in use.

• Net Nanny, known for its desktop parental control software for PC, now offers an app for both iOS and Android devices that allows parents to use their phone to control what sites and content a child has access to.

• For moms whose job it is to keep track of everything for their families (isn’t it always?), BiKN offers thumb-drive-like devices that attach to what moms want to locate (backpack, keys, pet, etc.).

• PowerBag is a line of backpacks, rolling luggage and messenger bags that charge gadgets as they are transported, via a built-in battery and pre-routed USB and Apple charging connectors. For a mom (or anyone) who travels on business, this is a great option..

• For the fashionable woman in every mom, there are iPad, computer, and phone covers in more styles than most of us could possibly imagine. I particularly liked the creativity and fun shown in the styles by Built.

Clearly, smart companies are finally recognizing moms’ role in tech purchases and launching products that enable them to be the best moms that they can be.

Becoming a mom is a key driver to this online research: The study shows that 73% of women change their purchase criteria and reliance on social media after joining motherhood. “Women have deep sharing habits,” said Tina Sharkey of BabyCenter, who also spoke at the 21st Century Moms session, citing heavy reference to product reviews, articles,  conversations and discussion boards. In fact, moms on average will consult 13.3 sources before actually buying, according to the ZMOT research. Whereas in the past, moms would make purchase decisions within what some marketers call “two moments of truth”–the first”moment” at the store shelf, and the second at home during product trial–today, the path to  purchase is no longer direct, but more like a giant zigzag, which poses new challenges to marketers.

As an example of how the ZMOT applies to a “real” mom, I will share the experience of a member of the Child’s Play Team Mom network. After her husband lost his job, this mom became obsessed with finding the best deals on line via coupon and deal sites. Instead of routinely heading to the nearest mall to buy back-to-school clothes and supplies for her kids, she first made a shopping list, and then went online to scope out the latest styles and best prices. After reading other moms’ reviews of the brands and items she was considering, her choices shifted somewhat. Additional recommendations from moms in her weekly playgroup also had an influence. As she became ready to buy, she printed out store coupons. Then, on the day she was planning a store trip, she discovered special online discounts for a few of the items. I will bet that many of your customers pre-shop in a similar fashion.

Later this week, I’ll talk about how companies can make the most of this Zero Moment of Truth when marketing to moms.

• More than half said they bought a smartphone “as a direct result of becoming a mom.”
• After becoming a mom, the most important smartphone features became, in order, the camera, the video, then apps. Fifty two percent of moms said they had 10 or more apps on their phone and one-quarter of them were for their kids.
• Moms are 40% more likely than avergae to use their smartphones for social networking.
• 68% of moms use their smartphones to shop and 62% report that they use shopping apps to compare prices and do research.
• The majorty of moms sleep with their smartphones next to their beds and more than half check their phones first thing in the morning.

Moms, are you devoted to your smartphone? What do you use it for and what kinds of apps would you like to see? Marketers, what apps do you offer for moms and how else do you use smartphones to reach them?

First, a summary of key messages:

• Motherhood is the #1 reason for social media usage.  According to the research, pregnancy and birth motivated the vast majority of mothers in social media —  94% — to seek out information and share opinions with others online.
• Just 18% of social moms wield an astonishing 78% of the overall influence.
• Mom bloggers — as compared with all moms in social media  — make up 16% of the audience but are responsible for a huge percentage — 67% — of the influence.
• Not surprisingly, moms use different social sites for different reasons, from socializing to gathering information.

Moms, what motivated you to get involved in social media? What do you use it for? Where do you like to go, and why? Marketers, how do these findings impact your plans for reaching moms through social media?

For more on the BabyCenter “2010 Mom Social Influencer Report”  visit here. or check out tomorrow’s post for more on the subject.

No way.

A survey of more than 1,000 moms and expectant moms released Friday by BabyCenter shows the significant role moms play in making home technology decisions.

According to the study, while men respond to specific features when shopping for technology, it’s the practical side of tech that appeals to women. “While men are drawn to screen size, processor speed and other numerical specifications, women look more at price, ease of use and energy efficiency,” the BabyCenter survey concluded.

As BabyCenter president, Tina Sharkey, summed it up, according to an MSNBC story, ”It’s not about the toys, it’s about the tools.” Moms look for tech tools that will help them manage their families’ daily lives and record their children’s experiences for years to come.

This makes a difference in the categories of technology that women and men shop for.  The article reports that while husbands are more likely to be interested in high-definition TVs with the sharpest, biggest displays or in the coolest desktop systems, wives are more intrigued by camcorders, digital cameras, laptops and multi-room home-monitoring systems, including Webcams.

Moms, who shops for which kind of technology in your house? Companies, who are you directing your marketing efforts to, and will these research findings make a difference in your approach?