Today’s EMoms:
ENGAGED, ENABLED, ENTERTAINED
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2-year-old Bridger masters the iPad
http://www.youtube.com/watch?feature=player_embedded&v=MGMsT4qNA-c
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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
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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.
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Moms’ mental tech landscape – a focus on the practical
5
Their kids’ mental tech landscape is more playful
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ENGAGED
Both Moms and their kids – no
matter what age – are engaged with
a broad range of technology
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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:
“What
age your
wouldchild
you/did
you
allowfirst
yourused…
child to have each of the following devices?”
Question:
How
old was
when
he/she
Source:
Moms
Tech
2010;
Parenting-BlogHer, Inc. N = 1032
Source:
Moms
%&
Tech
2010:
N=985
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Children of Gen Y moms are the earliest engagers
% Whose children used device by age 2!
40%
35%
30%
34%
34%
33%
30%
29%
26%
25%
21%
20%
18%
20%
13%
15%
13%
13%
10%
8%
10%
5%
0%
Laptop
Cell Phone
Smart
Phone
GenY Moms
Digital
Camera
Gen X Moms
iPod
Videogame Hand-Held
System
Gaming
Device
9
Facebook is the engaged modern mom’s mainstream medium
% Usage Rate
90%
81%
80%
70%
70%
60%
46%
28%
66%
20%
50%
45%
40%
12%
20%
30%
20%
26%
29%
35%
10%
34%
13%
14%
10%
4%
11%
12%
14%
4%
10%
Twitter
LinkedIn
Flickr
0%
Facebook
Blogs
Weekly
YouTube
Daily
3+ times a day
Question: “How often do you use the following types of social media?” Source: Moms & Tech: 3E
2011: N = 1,038
10
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
BlogHer
Blogs
MomConnection
Question: “How often do you use the following types of social media?” Source: Moms & Tech: 3E
2011: N = 1,038; BlogHer = 493, MomConnect = 545
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ENABLED: Meet today’s Swiss Army Knives
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Connectivity is an absolute requirement
% Saying Item is a Necessity vs Luxury
Computer and
Mobile Phone
are moms’
primary
screens
Question: “Rank the following items on a 1-10 scale whether necessity or luxury” Source: Moms &
Tech: 3E 2011: N = 1,038
13
Most moms can’t go a day without technology
What’s the longest you’ve gone without using…
80%
71%
71%
70%
64%
60%
31%
52%
32%
50%
53%
30%
18%
40%
35%
30%
20%
40%
39%
34%
34%
10%
18%
0%
Internet
Mobile Phone
Home Computer
A Few Hours
Smart Phone
TV
A Day
Question: “What’s the longest time you’ve gone without using the following?” Source: Moms &
Tech: 3E 2011: N = 1,038
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… Because laptops and smart phones enable daily life
“My smart phone is
my command central
because I use it for so
many things..GPS,
email, camera, games
and social media”
“I love being able to
contact most of my family
instantly. I seriously have
no idea how I lived
without smart phones and
the Internet”
“I work from home
throughout the week,
so my laptop is
essential”
“My laptop. I
could not
function or
exist without
it”
“I would be lost
without my iPhone”
“Social media so I can
connect with friends
and family!”
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
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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%
40%
41%
36%
36%
36%
32%
35%
31%
30%
26%
25%
20%
15%
11%
10%
5%
0%
Internet
Mobile Phone
BlogHer
Smart Phone
Home PC
TV
Mom Connection
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
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Kids just want their TV
What’s the longest your kids have gone without using…
53%
20%
17%
12%
7%
Question: “What’s the longest time your kids have gone without using the following?” Source: Moms
& Tech: 3E 2011: N = 1,038
14%
16%
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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
E-mail
50%
#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
Question: “What’s the greatest benefit you get from your cell phone?” Source: Moms & Tech:
3E 2011: N = 1,038
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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,
Mommy”
I HATE auto-correct! I meant
‘Paid.’”
“I'm done with
college”
“Mom I know I’m grounded from my
cell phone. but...can you please come
and turn off my light...?”
Question: “What is the most memorable text message you ever received from your child?”
Source: BlogHer Facebook poll; MomConnection Facebook poll.
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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%
12%
15%
10%
5%
4%
4%
Digital
Camera
eReader
2%
1%
TV with
Cable
TV with
DVD
0%
Laptop
Smart
phone
Tablet
Only 4% said they would not want ANY tech or media device
Question: “Which device is the most indispensible?” Source: Moms & Tech: 3E 2011: N =
1,038
20
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%
13%
15%
15%
14%
12%
10%
5%
2%
0%
Laptop
Mobile smart
phone
Tablet or ipad
Digital camera
TV with
cable/satellite
access
TV and DVD
Player
Video game
console and
games
Indispensible for Kids
Question: “Which device is the most indispensible to your kids?” Source: Moms & Tech:
3E 2011: N = 1,038
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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
mainstream
Play games on
console family entertainment
44%
Send text messages
16%
Share content on Facebook
15%
Use eReader with kids
9%
0%
20%
40%
Question: “Which activities do you like doing most as a family?” Source: Moms & Tech: 3E
2011: N = 1,038
60%
80%
100%
22
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%
Daily
40%
50%
60%
Every Few days
Question: “How often do you use the following forms of communication with your child?”
Source: Moms & Tech: 3E 2011: N = 1,038
70%
80%
90%
100%
Less often
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EMoms EMBRACE Technology Every Day
Technology is indispensable to modern moms,
empowering them to handle and enjoy the challenges
of today’s busy world
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Plugging in to the Modern Family
http://www.youtube.com/watch?v=TZYL0muzTmw
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