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E moms blogher and parenting 8 2, jkc

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Elisa Camahort Page
Elisa Camahort Page

Moms today are engaged, enabled, and entertained by technology. A survey found that moms consider smartphones and laptops essential tools that help them get things done. Most moms cannot go more than a few hours without using the internet, mobile phones, or home computers. While TV remains important for family time, activities like watching YouTube are becoming more common. Technology helps moms keep kids entertained with educational games and apps.

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Today’s EMoms: ENGAGED, ENABLED, ENTERTAINED 1
2-year-old Bridger masters the iPad http://www.youtube.com/watch?feature=player_embedded&v=MGMsT4qNA-c 2
Methodology • In June 2011 we fielded an identical survey among two populations: – Digital-savvy moms from the BlogHer Publishing Network: • 493 Moms 18-49 – Parenting’s MomConnectionTM nationally projectable panel of mainstream moms: • 545 to women 18+ – Total survey sample: 1038 women – 90% of the total sample have children under the age of 10 – 30% of the total sample have children age 10-17 3
Topline: Moms are Chief Technology Officers Today •ENGAGED • “Facebooking” is how moms engage with one another, but BlogHer Moms are still the power users for Twitter and Blogs. • Half of all moms report that their kids under the age of 4 have used a laptop! •ENABLED • Smart phones and Internet access are her digital Swiss army knife, and usage is addictive. Moms would much rather do without traditional media like TV. • Things that help her get stuff done (laptops, cell phones) are the necessities. •ENTERTAINED • The family still gathers around TV, but smaller screen activity is moving mainstream – half also gather around a funny YouTube video together. • Technology also helps her keep her kids entertained and even sneak in some educational games along the way. 4
Moms’ mental tech landscape – a focus on the practical 5
Their kids’ mental tech landscape is more playful 6
ENGAGED Both Moms and their kids – no matter what age – are engaged with a broad range of technology 7
Age for owning a device is higher than age to start Last year, moms told us when kids could own technology interacting with your parent’s tech Average Age at Which Child May Have Device % of Moms whose kids used device by age 4 34% 36% 25% 34% 32% Question: How old was your child when he/she first used…to have each of the following devices?” Question: “What age would you/did you allow your child Source: Moms % & Tech 2010; Parenting-BlogHer, Inc. N = 1032 Source: Moms Tech 2010: N=985 8
Children of Gen Y moms are the earliest engagers % Whose children used device by age 2! 40% 34% 34% 35% 33% 30% 30% 29% 26% 25% 21% 20% 20% 18% 15% 13% 13% 13% 10% 10% 8% 5% 0% Laptop Cell Phone Smart Digital iPod Videogame Hand-Held Phone Camera System Gaming GenY Moms Gen X Moms Device 9
Facebook is the engaged modern mom’s mainstream medium % Usage Rate 90% 81% 80% 70% 70% 66% 60% 46% 28% 20% 50% 45% 40% 12% 20% 30% 26% 29% 20% 10% 35% 34% 14% 14% 4% 4% 10% 13% 11% 12% 10% 0% Facebook Blogs YouTube Twitter LinkedIn Flickr Weekly Daily 3+ times a day 10 Question: “How often do you use the following types of social media?” Source: Moms & Tech: 3E 2011: N = 1,038
BlogHer Moms are still super users of social media But Facebook is mainstream for everyone… Use 3+ Times Per Day 60% 56% 50% 50% 40% 37% 35% 30% 20% 10% 7% 5% 0% Facebook Twitter Blogs BlogHer MomConnection 11 Question: “How often do you use the following types of social media?” Source: Moms & Tech: 3E 2011: N = 1,038; BlogHer = 493, MomConnect = 545
ENABLED: Meet today’s Swiss Army Knives 12
Connectivity is an absolute requirement % Saying Item is a Necessity vs Luxury Computer and Mobile Phone are moms’ primary screens 13 Question: “Rank the following items on a 1-10 scale whether necessity or luxury” Source: Moms & Tech: 3E 2011: N = 1,038
Most moms can’t go a day without technology What’s the longest you’ve gone without using… 80% 71% 71% 70% 64% 60% 52% 53% 31% 32% 50% 30% 18% 40% 35% 30% 20% 40% 39% 34% 34% 10% 18% 0% Internet Mobile Phone Home Computer Smart Phone TV A Few Hours A Day 14 Question: “What‟s the longest time you‟ve gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038
… Because laptops and smart phones enable daily life “My smart phone is my command central because I use it for so “I work from home “My laptop. I many things..GPS, throughout the week, could not email, camera, games function or and social media” so my laptop is essential” exist without it” “I love being able to contact most of my family “I would be lost instantly. I seriously have without my iPhone” no idea how I lived without smart phones and the Internet” “Social media so I can connect with friends and family!” 15 Open Ended Essay Question: “What form of technology is most important to your life on a daily basis?” Source: Moms & Tech: 3E 2011: N = 1,038
BlogHer panel data suggests TV may be expendable soon BlogHer as the bellwether: TV may be entering the “take it or leave it” zone % Saying "I've only gone a few hours without using... " 45% 40%41% 41% 40% 36% 36% 36% 35% 32% 31% 30% 26% 25% 20% 15% 11% 10% 5% 0% Internet Mobile Phone Smart Phone Home PC TV BlogHer Mom Connection 16 Question: “What‟s the longest amount of time you‟ve gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038; BlogHer = 493. MomConnect = 545
Kids just want their TV What’s the longest your kids have gone without using… 53% 20% 17% 16% 12% 7% 14% 17 Question: “What‟s the longest time your kids have gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038
The phone is mom’s all-purpose tool Text messages are as popular as actual phone calls Rank Benefit Percent #1 Make actual phone call 81% #2 Send/Receive Text 78% #3 Get info instantly 53% #4 Check work/personal 50% E-mail #5 Send/Receive Photos 41% #6 Social Media apps 38% #7 Stay organized 33% #8 Toy/diversion for toddlers 23% #9 Games for kids 15% #10 Games for Mom 11% Only 9% said they did not consider their mobile phone a benefit 18 Question: “What‟s the greatest benefit you get from your cell phone?” Source: Moms & Tech: 3E 2011: N = 1,038
Moms’ phones also provide some memorable moments! From the upstairs Bathroom: “I need toilet paper!” “Call me. The police are taking me to jail!” Upon calling: “April Fool‟s!” First text: “Mom, I‟m babysitting tonight, and yes, I‟m getting laid.” Second text: “I love you, I HATE auto-correct! I meant Mommy” „Paid.‟” “Mom I know I‟m grounded from my cell phone. but...can you please come “I'm done with and turn off my light...?” college” 19 Question: “What is the most memorable text message you ever received from your child?” Source: BlogHer Facebook poll; MomConnection Facebook poll.
Moms’ attachment to their laptops and phones is strong “What if you’re trapped on a tropical island for a year and can have access to only ONE device” 50% 45% 43% 40% 35% 29% 30% 25% 20% 15% 12% 10% 4% 4% 5% 2% 1% 0% Laptop Smart Tablet Digital eReader TV with TV with phone Camera Cable DVD Only 4% said they would not want ANY tech or media device 20 Question: “Which device is the most indispensible?” Source: Moms & Tech: 3E 2011: N = 1,038
Their kids’ attachment is diffused; no one device dominates “What if your child were trapped on a tropical island for a year and could have access to only ONE device” 40% 35% 30% 25% 20% 20% 16% 15% 13% 14% 15% 12% 10% 5% 2% 0% Laptop Mobile smart Tablet or ipad Digital camera TV with TV and DVD Video game phone cable/satellite Player console and access games Indispensible for Kids 21 Question: “Which device is the most indispensible to your kids?” Source: Moms & Tech: 3E 2011: N = 1,038
ENTERTAINED: Technology is integral to family time The family still gathers around the main screen (TV) Watch movies on DVD 84% Watch TV 76% Watch YouTube videos 45% YouTube and Gaming are becoming Play games on console family entertainment mainstream 44% Send text messages 16% Share content on Facebook 15% Use eReader with kids 9% 0% 20% 40% 60% 80% 100% 22 Question: “Which activities do you like doing most as a family?” Source: Moms & Tech: 3E 2011: N = 1,038
For parenting, Face To Face still trumps Facebook How often do you use the following forms of communication with your child? Written note IM Facebook eMail Text message Phone In person 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Daily Every Few days Less often 23 Question: “How often do you use the following forms of communication with your child?” Source: Moms & Tech: 3E 2011: N = 1,038
EMoms EMBRACE Technology Every Day Technology is indispensable to modern moms, empowering them to handle and enjoy the challenges of today’s busy world 24
Plugging in to the Modern Family http://www.youtube.com/watch?v=TZYL0muzTmw 25

More Related Content

E moms blogher and parenting 8 2, jkc

  • 1. Today’s EMoms: ENGAGED, ENABLED, ENTERTAINED 1
  • 2. 2-year-old Bridger masters the iPad http://www.youtube.com/watch?feature=player_embedded&v=MGMsT4qNA-c 2
  • 3. Methodology • In June 2011 we fielded an identical survey among two populations: – Digital-savvy moms from the BlogHer Publishing Network: • 493 Moms 18-49 – Parenting’s MomConnectionTM nationally projectable panel of mainstream moms: • 545 to women 18+ – Total survey sample: 1038 women – 90% of the total sample have children under the age of 10 – 30% of the total sample have children age 10-17 3
  • 4. Topline: Moms are Chief Technology Officers Today •ENGAGED • “Facebooking” is how moms engage with one another, but BlogHer Moms are still the power users for Twitter and Blogs. • Half of all moms report that their kids under the age of 4 have used a laptop! •ENABLED • Smart phones and Internet access are her digital Swiss army knife, and usage is addictive. Moms would much rather do without traditional media like TV. • Things that help her get stuff done (laptops, cell phones) are the necessities. •ENTERTAINED • The family still gathers around TV, but smaller screen activity is moving mainstream – half also gather around a funny YouTube video together. • Technology also helps her keep her kids entertained and even sneak in some educational games along the way. 4
  • 5. Moms’ mental tech landscape – a focus on the practical 5
  • 6. Their kids’ mental tech landscape is more playful 6
  • 7. ENGAGED Both Moms and their kids – no matter what age – are engaged with a broad range of technology 7
  • 8. Age for owning a device is higher than age to start Last year, moms told us when kids could own technology interacting with your parent’s tech Average Age at Which Child May Have Device % of Moms whose kids used device by age 4 34% 36% 25% 34% 32% Question: How old was your child when he/she first used…to have each of the following devices?” Question: “What age would you/did you allow your child Source: Moms % & Tech 2010; Parenting-BlogHer, Inc. N = 1032 Source: Moms Tech 2010: N=985 8
  • 9. Children of Gen Y moms are the earliest engagers % Whose children used device by age 2! 40% 34% 34% 35% 33% 30% 30% 29% 26% 25% 21% 20% 20% 18% 15% 13% 13% 13% 10% 10% 8% 5% 0% Laptop Cell Phone Smart Digital iPod Videogame Hand-Held Phone Camera System Gaming GenY Moms Gen X Moms Device 9
  • 10. Facebook is the engaged modern mom’s mainstream medium % Usage Rate 90% 81% 80% 70% 70% 66% 60% 46% 28% 20% 50% 45% 40% 12% 20% 30% 26% 29% 20% 10% 35% 34% 14% 14% 4% 4% 10% 13% 11% 12% 10% 0% Facebook Blogs YouTube Twitter LinkedIn Flickr Weekly Daily 3+ times a day 10 Question: “How often do you use the following types of social media?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 11. BlogHer Moms are still super users of social media But Facebook is mainstream for everyone… Use 3+ Times Per Day 60% 56% 50% 50% 40% 37% 35% 30% 20% 10% 7% 5% 0% Facebook Twitter Blogs BlogHer MomConnection 11 Question: “How often do you use the following types of social media?” Source: Moms & Tech: 3E 2011: N = 1,038; BlogHer = 493, MomConnect = 545
  • 12. ENABLED: Meet today’s Swiss Army Knives 12
  • 13. Connectivity is an absolute requirement % Saying Item is a Necessity vs Luxury Computer and Mobile Phone are moms’ primary screens 13 Question: “Rank the following items on a 1-10 scale whether necessity or luxury” Source: Moms & Tech: 3E 2011: N = 1,038
  • 14. Most moms can’t go a day without technology What’s the longest you’ve gone without using… 80% 71% 71% 70% 64% 60% 52% 53% 31% 32% 50% 30% 18% 40% 35% 30% 20% 40% 39% 34% 34% 10% 18% 0% Internet Mobile Phone Home Computer Smart Phone TV A Few Hours A Day 14 Question: “What‟s the longest time you‟ve gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 15. … Because laptops and smart phones enable daily life “My smart phone is my command central because I use it for so “I work from home “My laptop. I many things..GPS, throughout the week, could not email, camera, games function or and social media” so my laptop is essential” exist without it” “I love being able to contact most of my family “I would be lost instantly. I seriously have without my iPhone” no idea how I lived without smart phones and the Internet” “Social media so I can connect with friends and family!” 15 Open Ended Essay Question: “What form of technology is most important to your life on a daily basis?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 16. BlogHer panel data suggests TV may be expendable soon BlogHer as the bellwether: TV may be entering the “take it or leave it” zone % Saying "I've only gone a few hours without using... " 45% 40%41% 41% 40% 36% 36% 36% 35% 32% 31% 30% 26% 25% 20% 15% 11% 10% 5% 0% Internet Mobile Phone Smart Phone Home PC TV BlogHer Mom Connection 16 Question: “What‟s the longest amount of time you‟ve gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038; BlogHer = 493. MomConnect = 545
  • 17. Kids just want their TV What’s the longest your kids have gone without using… 53% 20% 17% 16% 12% 7% 14% 17 Question: “What‟s the longest time your kids have gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 18. The phone is mom’s all-purpose tool Text messages are as popular as actual phone calls Rank Benefit Percent #1 Make actual phone call 81% #2 Send/Receive Text 78% #3 Get info instantly 53% #4 Check work/personal 50% E-mail #5 Send/Receive Photos 41% #6 Social Media apps 38% #7 Stay organized 33% #8 Toy/diversion for toddlers 23% #9 Games for kids 15% #10 Games for Mom 11% Only 9% said they did not consider their mobile phone a benefit 18 Question: “What‟s the greatest benefit you get from your cell phone?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 19. Moms’ phones also provide some memorable moments! From the upstairs Bathroom: “I need toilet paper!” “Call me. The police are taking me to jail!” Upon calling: “April Fool‟s!” First text: “Mom, I‟m babysitting tonight, and yes, I‟m getting laid.” Second text: “I love you, I HATE auto-correct! I meant Mommy” „Paid.‟” “Mom I know I‟m grounded from my cell phone. but...can you please come “I'm done with and turn off my light...?” college” 19 Question: “What is the most memorable text message you ever received from your child?” Source: BlogHer Facebook poll; MomConnection Facebook poll.
  • 20. Moms’ attachment to their laptops and phones is strong “What if you’re trapped on a tropical island for a year and can have access to only ONE device” 50% 45% 43% 40% 35% 29% 30% 25% 20% 15% 12% 10% 4% 4% 5% 2% 1% 0% Laptop Smart Tablet Digital eReader TV with TV with phone Camera Cable DVD Only 4% said they would not want ANY tech or media device 20 Question: “Which device is the most indispensible?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 21. Their kids’ attachment is diffused; no one device dominates “What if your child were trapped on a tropical island for a year and could have access to only ONE device” 40% 35% 30% 25% 20% 20% 16% 15% 13% 14% 15% 12% 10% 5% 2% 0% Laptop Mobile smart Tablet or ipad Digital camera TV with TV and DVD Video game phone cable/satellite Player console and access games Indispensible for Kids 21 Question: “Which device is the most indispensible to your kids?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 22. ENTERTAINED: Technology is integral to family time The family still gathers around the main screen (TV) Watch movies on DVD 84% Watch TV 76% Watch YouTube videos 45% YouTube and Gaming are becoming Play games on console family entertainment mainstream 44% Send text messages 16% Share content on Facebook 15% Use eReader with kids 9% 0% 20% 40% 60% 80% 100% 22 Question: “Which activities do you like doing most as a family?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 23. For parenting, Face To Face still trumps Facebook How often do you use the following forms of communication with your child? Written note IM Facebook eMail Text message Phone In person 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Daily Every Few days Less often 23 Question: “How often do you use the following forms of communication with your child?” Source: Moms & Tech: 3E 2011: N = 1,038
  • 24. EMoms EMBRACE Technology Every Day Technology is indispensable to modern moms, empowering them to handle and enjoy the challenges of today’s busy world 24
  • 25. Plugging in to the Modern Family http://www.youtube.com/watch?v=TZYL0muzTmw 25