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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

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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