1. Today’s EMoms:
ENGAGED, ENABLED, ENTERTAINED
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2. 2-year-old Bridger masters the iPad
http://www.youtube.com/watch?feature=player_embedded&v=MGMsT4qNA-c
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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
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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.
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5. Moms’ mental tech landscape – a focus on the practical
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6. Their kids’ mental tech landscape is more playful
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7. ENGAGED
Both Moms and their kids – no
matter what age – are engaged with
a broad range of technology
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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
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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
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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
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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
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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
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13. Connectivity is an absolute requirement
% Saying Item is a Necessity vs Luxury
Computer and
Mobile Phone
are moms’
primary
screens
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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
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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!”
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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
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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%
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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
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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”
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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
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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
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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%
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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
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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
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25. Plugging in to the Modern Family
http://www.youtube.com/watch?v=TZYL0muzTmw
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