Alison Bryant, PlayScience Presentation, MamaBear

The GoldenRules

What provides “value?” Learning/Cre Together ativity Time Replay/ Intuitive Reuse Brands/Char Communication actersMulti-child Safe/ Use Ad-Free

The values of mobile playxxxxx

Narrowing of the Generation Gap Music TV Movies Shared Information Technology Access Gaming Parenting Mobile Styles Phones

Kids want to spend time with family and friendsSpend time with your friends in person 30% 17% 47%Spend time with your family in person 20% 19% 39% Play video games 18% 16% 34% Watch television 15% 22% 37% Play a game on your computer 8% 13% 21% Spend time with your friends online 6% 10% 16% Read or look through magazines 2% 4% 6% First Second Top 2 ChoicesSource: Nickelodeon & StarCom Project 2008

Together Time & Time AloneParents and kids want both things to do together AND things to do alone. In eithercase, the technology has to work for them. If it’s coplay, give us something to actually do together! If it’s for my child, make sure they can do it alone.

We need more cooperation! 84% of parents would be interested in playing asynchronous, cooperative games with their kids

Families with kids overindex on every type of media They also tend to be earlier on the adoption curve, especially for technologies that can be used by multiple family members or are seen as educational.About ¾ of families have at least one “smart” mobile device in their home (and most have more). Of those that have at least one, here is the breakdown:

Tech & entertainment purchases are impacted bysiblings Products generally have a longer use life for older siblings than younger ones; and households with siblings generally “age up” their media use quicker. Products that can be used for multiple kids (in age- appropriate ways) have considerable value for multi-child households.

Everything is a negotiation Kids have more influence in purchase decisions than ever before. They usually have access to the same information their parents do, and use that in their negotiations. Parents also listen to kids. For topics that parents think their children know more about (e.g., anything tech related), they are significantly more likely to take their kids’ advice when making a purchase. You have to message to Give kids “sound bites” both kids and parents. to take to their parents.

Paying to playSubscriptions that are too long-term or automatically renewmake many parentsuncomfortable because theyare afraid their kids will growbored or outgrow the product. +Any micro-transactions that donot have parent safeguards area big no-no for parents. +But, parents don’t necessarilywant their kids to have to bugthem every time they wantsomething. = Allowance or other hybridsystems get high marks from both parents and kids.

Digital DadsThis generation of Dads Dads play a more activemore involved in family role in technology andmedia, especially when media purchase it comes to newer decisions for the family. technologies. Dads are also moreToday’s Dads are highly likely to spend more on engaged in social technology-related media, and Millennial items. They spend Dads even have more $0.45 more for iPhone friends online than apps and $0.75 more for Millennial Moms. iPad apps than Moms. And they like to be spoken to as Dads.

Grandparents’ role is increasing in importance This is for both the day-to-day functioning of the family unit, but also with regard to 3 in every 10 kids’ entertainment. adults is a The median ages grandparent. for becoming a grandparent are 50 Grandparents 3-Generation Households (W) and 54 (M). control the (MMs) majority of 75- 1.4 finacial assets 84 9.1 The grandparent today. population is larger 65- 16.1 than either the Grandparent 74 10.7 African American spending on theirGP Age 55- 15 or Hispanic grandkids has 64 12.6 Population. grown 7.6% every 45- year since 2000. 6.7 54 7.3 Grandparents 2020 2010 make 45% of Grandparents nonprofit account for 42% donations of all spending on gifts. Source: MetLife Mature American Report (2011) Source: Grandparents.com (2009). The Grandparent Economy.

What grandparents want from technology • Co-play experiences • Special/unique experiences • More consistent communication • Tangible gifts (even for digital items) • Information/Marketing that speaks to them (as grandparents) • Educational experiences

Grandparents are fast adopters of new platformsThey are not the first adopters, but they catch up quickly.

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Alison Bryant, PlayScience Presentation, MamaBear

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Alison Bryant, PlayScience Presentation, MamaBear Presentation Transcript