Analysis: Social Networking for Moms, Retirees, and the Ill

Authored by LeeAnn Prescott on July 4, 2007 - 6:40am.

Often we get asked about up-and-coming social networks. Three focused communities have been growing rapidly this year: CafeMom, a network for mothers, Daily Strength, a support community for those with health issues and other life problems, and Eons, a social network for the 50+ set.

Here are some stats on these sites:

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CafeMom seems to be appealing to MySpace users as they become parents: in June 2007, more than 25% of upstream visits to CafeMom came from MySpace. In addition, 78% of its users were under the age of 34. Social networking is not just for the young and single, also evidenced by Eons, which of course is dominated by users in the 45-54 and 55+ age groups. Interestingly, Daily Strength, which is predominately female (82% of visits) has a broad age range, with 93% of its visits coming from users between the ages of 25 and 54.

While none of these sites ranks yet within the top 20 social networks, I am encouraged the growth of these niche communities as more users engage with Web 2.0.

LeeAnn Prescott

LeeAnn Prescott is Research Director for Hitwise covering the US market. This post was originally posted on Hitwise blog here.

Comments

CafeMom, a ClubMom spin-off


It should be worth noting that CafeMom's early growth was accelerated largely due to the fact that the site is a spinoff from ClubMom, which was founded in 1999 as an online coupon company by CMI Marketing, Inc. and currently they have a couple million existing registered users. Frankly, they are directing traffic from one to the other.
If we are to consider social networking "pure plays" in the parenting space, one might look at Australian-based Minti or American-born MothersClick, which was founded and actually continues to be run by a mom.

CafeMom Growth

The growth that we have seen on CafeMom since the launch in November has been exciting, and we are very pleased that some of the members of ClubMom have decided to join and participate. While currently only 10% of our members have come from ClubMom, we hope that more will continue to join in the future. In addition to the ClubMom registrants, we have seen some explosive growth and adoption due to a combination of campaigns, including online and word of mouth.

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