Kids and Moms and Tech Part II: Searching for the Elusive Mommy Market

So, in "Kids and Moms and Tech Part I" we expounded upon the latest in children's technology, but for every kid, there's a parent in the wings. And tech companies are paying attention. It seems as though all tech companies want to cozy up to the mommy market. And why wouldn't they? According to a recent study, there are almost four million mom bloggers in North America who share their wit, wisdom and product recommendations on the web daily. Companies who normally doled out their freebies and samples to "journalists" are now earmarking 70 percent of them for social media review.

What they're finding though is that searching for moms is like searching for Bigfoot. Lots of mythic rumors, few real spottings. At the MommyTech Summit at International CES each year (where the women's bathroom lines are blissfully short), we ferret out mom technophiles in order to facilitate a conversation between them and the technology industry. Because, as it turns out, even though women may be doing a lot of the purchasing, they're sure not doing a lot of the engineering or designing.

On the MommyTech agenda:

About Those "Mommy" Bloggers

This year, some of the top moms who blog -- who, by the way, hate being called "mommy bloggers" so much that they've named their panel discussion "Don't Call Them Mommies" -- will be sharing their business secrets on creating content that attracts marketers and press. Moderated by Lori Schwartz, principal of World of Schwartz, this panel of influential women will speak to "applied innovation" in a session that looks at how today's moms can help marketers convert moms from bargain hunters to loyal brand advocates.

From Washing Machines to Sex Gadgets?

What will the women of CES be discussing this year? Well, the most stimulating conversation may be about "Sex in Digital Times." Now, sex and tech are no strangers, but we're not talking old-fashioned battery operated devices. Look no further than Petreaus' emails, Weiner's tweets and the latest sexting craze to see how electronic communication has transformed good old fashioned foreplay. Fifty Shades of Grey leapt to the top of the best sellers list in 2012 -- not in print, but in e-book form, and its readers, mostly women. Sex toys have gone digital with vibrators controlled by remote iPads and remote sex via teledildonics. Standard Innovation's Kendra Novick will lead a can't-miss discussion about how technology has changed women's sex lives.

Mom 2.0

Many products are looking to win the hearts of mobile, mouthy, multitasking moms, but which ones are having the most impact and in what areas? Beth Blecherman, founder/editor and Chief Technology Mom of, will moderate a panel discussion looking at the "Five Trends Moms Can't Afford to Miss." A quick preview:

  • Electronic Wallets: Find out why it was the year that wasn't
  • Remote Home Control: Now women can keep their eyes on everything at the same time
  • Digital Memories: Is the industry really trying to help moms keep track of the family memory?
  • Internet Safety: As this buzzword gets ready for its death knell, moms have spoken. They regularly give their kids a Facebook account and even friend them. What's that about?
  • Electronic Chores: The Germans call it Kinder, Kuche, Kirche, but we say it's the stuff moms need to get done. So is technology part of the plan?
  • Cloud Computing: Moms may be the biggest beneficiaries in the cloud computing migration. Find out why.

Being a Woman in CE
Women in CE, an industry organization founded by Carol Campbell, publisher of CustomRetailer and CEDIA Electronic Lifestyles, will supply a publisher, journalist, engineer, entrepreneur, and VC to dish about what it's really like to be a woman in a man's industry.

Moms spend about $2 trillion a year (U.S. market alone). Garnering their favor when it comes to their electronics purchases is a worthy goal. Spending a day immersed in a mom's point of view helps. Join us for the 2013 MommyTech Summit on Wednesday, Jan. 9 (Las Vegas Convention Center, North Hall, N256).

Robin Raskin is founder of Living in Digital Times (LIDT), a team of technophiles who bring together top experts and the latest innovations that intersect lifestyle and technology. LIDT produces conferences and expos at CES and throughout the year focusing on how technology enhances every aspect of our lives through the eyes of today's digital consumer.