Increasingly Isolated Moms Turn Online for Sustaining Friendships Offline by pitchengine

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                Increasingly Isolated Moms Turn Online for Sustaining Friendshi
                Survey Shows 40% of Moms Report They Do Not Have a Best Friend

                09.29.2009 – Gather, the leading social network to make new friends and form new
                social circles, and Mom Central Consulting, the premier social media agency               Twitter Pitc
                specializing in Marketing to Moms, today release results of a survey conducted to         @momcentral
                                                                                                          results of a su
                understand Moms’ social habits online. Over 1,300 Gather Moms answered an in-
                                                                                                          behaviors
                depth questionnaire about their online and offline behaviors, as well as attitudes
                about networking, community connectivity, and sense of self. Mom Central                  News Facts
                Consulting’s analysis reveals that a majority of Moms (60%) feel lonely and                 • Survey of
                unsupported in their day-to-day lives and have turned online – to social networking         partnership
                sites, community forums and chat rooms – to make new friends.                               Consulting (
                                                                                                            • Key findin

                The results of the survey show that over 60% of Moms have made a new friend                 Gather Mom
                                                                                                            survey
                online in the last year connecting around shared passions, life stories, and
                                                                                                            • Mom Centr
                parenting issues. The data also shows that of Moms who’ve made new online
                                                                                                            captured th
                friends, over 30% have turned the connection into a lasting offline friendship. 1 in 3
                                                                                                            identified tre
                Moms also report sharing things with online friends that they do not share with
                                                                                                            analysis of
                offline ones.                                                                               insights gain
                                                                                                            within the M
                The survey revealed the following interesting statistics:                                   • Mom Centr
                o 40% of Moms report they do not have a “best friend” or someone with whom they             firm speciali

                can share everything                                                                        • Gather is t
                                                                                                           to make ne
                o 4 out of 5 Moms feel that they don’t have enough friends in their lives
                                                                                                            social circle
                o 60% of Moms say they have had feelings of loneliness in the past month and
                report feeling most lonely when their children are under the age of five and again        Resource Li
                when parenting teens (14-18yrs)                                                           Gather Web
                o Over 60% of Moms reported making a new friend online in the past year                   Gather Mom
                o More than a third - 34% - have turned an online friendship into a lasting offline one   Gather Mom
                o Over 50% of Moms feel they do not get enough support from their spouse                  Mom Centra

                o Less than 50% of Moms surveyed live near any family                                     Mom Centra
                                                                                                          The DeBroff
                o Moms who’ve made friends online have connected most around their shared
                                                                                                          MCC Resear
                passions and interests (71%), personal stories (42%), and parenting issues (29%)
                                                                                                          Mom Centra

                Quotes:                                                                                   Tags
                                                                                                          Moms, pare
                “While many people may consider online connections to be less substantial than            networking,

                ‘real world’ ones, our survey results prove that online friendships are very              loneliness,

                meaningful to today’s Moms,” said Lisa Hurd-Walker, Family Editor for Gather.com.
                “Many of these new online connections Moms are making have turned into lasting
                and meaningful offline friendships as well. This is great news for the rest of the
                Moms out there who are feeling lonely but have not taken any steps to make friends
                online.”


                “Today’s Moms startlingly reveal that many lack a best friend or even a strong inner
                circle of friends,” shares Stacy DeBroff, national parenting expert and CEO of Mom
Central Consulting.
“With daily activities ranging from meetings to carpools and meal prep to eldercare,
today’s Moms maintain increasingly hectic schedules. Unfortunately, this frenzied
pace and lack of personal time often means a scarcity of Moms’ close friendships.
As a result, we see huge opportunities for brands to facilitate Mom connectivity and
in the process to build strong brand loyalty and drive to retail by Moms grateful for
these connections.” 


About Gather
Gather is the leading social network to make new friends and form new social
circles. Most people want more friends to share some aspect of their lives and
Gather brings people together around the things they love to do and want to talk
about. Gather is a privately held, privately funded company headquartered in Boston,
Massachusetts. Investors include Allen & Company, The American Public Media
Group, Hearst, The McGraw-Hill Companies, and Southern California Public Radio.
For more information, visit www.gather.com.


About Mom Central
Mom Central Consulting, the premier marketing agency to Moms, works with over
200 national brands to reach, influence, and activate Moms in powerful word-of-
mouth programs. The Boston-based company, founded by "parenting guru" (Wall
Street Journal) Stacy DeBroff provides brands and agencies with the ability to
successfully market to Moms. To find out how brands can effectively utilize these
insights please contact Stacy DeBroff, CEO at stacy@Momcentral.com or 617-244-
3002 for a copy of our Survey Implications document.


Short URL:
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About Gather
About Gather
Gather is the leading social network to make new friends and form new social
circles. Most people want more friends to share some aspect of their lives and
Gather brings people together around the things they love to do and want to talk
about. Gather is a privately held, privately funded company headquartered in Boston,
Massachusetts. Investors include Allen & Company, The American Public Media
Group, Hearst, The McGraw-Hill Companies, and Southern California Public Radio.
For more information, visit www.gather.com.


Contacting Gather
Gather
99 Summer Street
7th Floor
Boston, MA 02110
617-720-4000
Website: http://www.gather.com

Press Contact
Meagan Ellis
Office: 617-904-9393
Cell: 508-439-3489
Email: meagan@kelandpartners.com
Twitter: RedHeadMeag
Facebook: http://www.facebook.com/people/Meagan-Ellis/644180904
Interview Request
Meagan Ellis
Office: 617-904-9393
Cell: 508-439-3489
Email: meagan@kelandpartners.com

Product Sample Request
Meagan Ellis
Office: 617-904-9393
Cell: 508-439-3489
Email: meagan@kelandpartners.com




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