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E NGAGED, E NABLED, E NTERTAINED

Today’s E Moms :. E NGAGED, E NABLED, E NTERTAINED. 2-year-old Bridger masters the iPad. http://www.youtube.com/watch?feature=player_embedded&v=MGMsT4qNA-c. Methodology. In June 2011 we fielded an identical survey among two populations:

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E NGAGED, E NABLED, E NTERTAINED

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  1. Today’sEMoms: ENGAGED, ENABLED, ENTERTAINED

  2. 2-year-old Bridger masters the iPad http://www.youtube.com/watch?feature=player_embedded&v=MGMsT4qNA-c

  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

  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.

  5. Moms’ mental tech landscape – a focus on the practical

  6. Their kids’ mental tech landscape is more playful

  7. ENGAGED Both Moms and their kids – no matter what age – are engaged with a broad range of technology

  8. Average Age at Which Child May Have Device Last year, moms told us when kids could own technology Age for owning a device is higher than age to start interacting with your parent’s tech % of Moms whose kids used device by age 4 34% 36% 25% 34% 32% Question: “What age would you/did you allow your child to have each of the following devices?” Source: Moms & Tech 2010; Parenting-BlogHer, Inc. N = 1032 Question: How old was your child when he/she first used… Source: Moms % Tech 2010: N=985

  9. % Whose children used device by age 2! Children of Gen Y moms are the earliest engagers

  10. 81% 70% 66% 45% 26% 14% Facebook is the engaged modern mom’s mainstream medium % Usage Rate 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… 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

  13. Computer and Mobile Phone are moms’ primary screens Connectivity is an absolute requirement % Saying Item is a Necessity vs Luxury Question: “Rank the following items on a 1-10 scale whether necessity or luxury” Source: Moms & Tech: 3E 2011: N = 1,038

  14. 71% 71% 64% 52% 53% Most moms can’t go a day without technology What’s the longest you’ve gone without using… 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 many things..GPS, email, camera, games and social media” “My laptop. I could not function or exist without it” “I work from home throughout the week, so my laptop is essential” “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 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

  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 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% 14% 12% 7% 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 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

  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 HATE auto-correct! I meant ‘Paid.’” “I love you, Mommy” “Mom I know I’m grounded from my cell phone. but...can you please come and turn off my light...?” “I'm done with college” Question: “What is the most memorable text message you ever received from your child?” Source: BlogHer Facebook poll; MomConnectionFacebook poll.

  20. Moms’ attachment to their laptops and phones is strong 50% 43% 45% 40% 35% 29% 30% 25% 20% 12% 15% 10% 4% 4% 2% 5% 1% 0% Laptop Smart Tablet Digital eReader TV with TV with phone Camera Cable DVD “What if you’re trapped on a tropical island for a year and can have access to only ONE device” 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

  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” 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 YouTube and Gaming are becoming mainstream family entertainment The family still gathers around the main screen (TV) 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? 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

  25. Plugging in to the Modern Family http://www.youtube.com/watch?v=TZYL0muzTmw

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