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Mom vs. Machine
 

Mom vs. Machine

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    Mom vs. Machine Mom vs. Machine Presentation Transcript

    • Mom vs. Machine
    • Methodology • In June 2010 we fielded an identical survey among two populations: – Digital-savvy moms from the BlogHer Publishing Network: • 568 Moms 18-49 – Parenting’s MomConnectionTM nationally projectable panel of mainstream moms: • 464 to women 18+ – Total survey sample: 1032 women 2
    • The survey: How does tech impact the family? • What comes first: The mom or the geek? • Does level of tech savvy affect attitudes towards technology’s impact on family lie? • Self-serve : How do moms use tech in their own lives? • Topic taboos: Is anything off the table? • Our kids and tech: Where is the technology threat level? • Perception vs. Reality 3
    • Summary: Moms welcome the wired world • Moms use technology themselves, to talk about their lives • Technology keeps families connected 24/7 • Technology bridges generational gaps • Technology provides insight into kids’ thoughts and activities • Moms are not shy about setting limits or keeping watch • Moms worry, but they’re not afraid Media can take a positive role in helping moms navigate the quickly-evolving technology landscape 4
    • Moms Talking to Moms 5
    • Both sets of moms are active* online community users Frequency of Engaging With Online Communities 2% 100% 3% 14% 90% 80% 9% Monthly or 70% 14% Less 60% Weekly 50% 96% 2+ Times a 40% Week 30% 63% Daily 20% 10% 0% BlogHer Moms MomConnection Moms Question: “How frequently do you engage with online communities?” Source: Tech & Moms 2010; Parenting Mom Connection Panel: N=464, BlogHer Panel: N=568 * Active=Weekly or more often usage 6
    • BlogHer Moms are “super communicators”, but all the moms vent on Facebook! FaceBook seems to Message boards are be common ground more appealing to less tech-savvy moms 80% Communities Relied on to Discuss Parenting Issues 70% 65% 60% 55% 52% 49% 50% 40% 37% 31% 27% 30% 24% 20% 11% 6% 10% 10% 4% 0% My Own Blog A Mom Blog I FaceBook Twitter Message Board None Follow on Mom Website BlogHer Moms MomConnection Moms Question: “Which of these online communities would you be likely to use to look for support with parenting issues?” Source: Moms & Tech 2010; Parenting Mom Connection Panel: N=433, BlogHer N=566 7
    • Virtual connections are real friends Which of the following would you consider a friend? 90% 80% 76% 71% 70% 60% 50% 40% 40% 38% 36% 31% 30% 28% 20% 11% 10% 6% 3% 0% A Mom Who Comments on My A Mom-Blogger I Follow A Mom I Met on a Message A Mom I Met Through FaceBook A Mom I Follow on Twitter Blog Board BlogHer Moms MomConnection Moms Source: Moms & Tech 2010; Parenting Mom Connection Panel:N=464, BlogHer N=568 8
    • Common ground Regardless of which community is used or how often, moms share topics and discussion in the same pattern 9
    • Moms talk about their kids, even sensitive issues Child's Behavioral Issues Child's School Issues Facebook 45% 42% Facebook 72% 65% Message 73% 55% Boards 54% Message Boards 47% Twitter 34% 34% 46% Twitter 55% Another Mom's 35% Another Mom's Blog 47% Blog 50% 54% 49% My Blog 43% 70% My Blog 62% Child's Health/Developmental Work/Family Balance Facebook 49% 62% 46% Facebook 57% Message Boards 75% 59% Message 61% Boards 44% Twitter 24% 45% 45% Twitter 62% Another Mom's Blog 35% 53% Another Mom's 59% My Blog 38% 63% Blog 59% My Blog 46% 78% BlogHer Moms MomConnection Moms Question: “Which of these online communities would you be likely to use to look for support with parenting issues?” Source: Moms & Tech 2010; Parenting Mom Connection Panel: N=299, BlogHer N=508 10
    • Moms are more protective of their partners Marriage/Relationship Issues Facebook 21% 11% Message Boards 35% 29% Twitter 21% 21% Another Mom's Blog 31% 31% My Blog 21% 38% Parenting Disagreement with Partner Facebook 19% 12% Message Boards 44% 34% Twitter 17% 20% Another Mom's Blog 21% 21% My Blog 26% 31% BlogHer Moms MomConnection Moms Question: “Which of these online communities would you be likely to use to look for support with parenting issues?” Source: Moms & Tech 2010; Parenting Mom Connection Panel: N=299, BlogHer N = 508 11
    • Money is more taboo than sex! Financial 6% Facebook 6% 14% Message Boards 16% 0% Twitter 11% Another Mom's 15% Blog 5% 10% My Blog 27% BlogHer Moms MomConnection Moms Question: “Which of these online communities would you be likely to use to look for support with financial difficulties?” Source: Moms & Tech 2010; Parenting Mom Connection Panel: N = 299, BlogHer N = 508 12
    • The Intersection of Technology and Parenting 13
    • How are moms monitoring their kids and tech? Top 2 Box (Very and Somewhat Likely) to Use Following Methods to Monitor Child's Technology Usage Monitor your child's tech activ ity w ithout their 60% know ledge Use parental controls for TV, computers, w eb brow sers 85% Consult ratings for mov ies, music, v ideo games 89% Set time limits on your kids' use of technology and the 94% internet Set content limits on your kids' use of technology and the 95% internet Monitor your child's tech activ ity w ith their know ledge 97% Friend or follow your child in a social netw ork 98% 0% 20% 40% 60% 80% 100% Question: “How likely are you to use the following methods to monitor your child’s technology use?” Source: Moms & Tech 2010; Parenting-BlogHer, Inc. N = 1032 14
    • Fear of online threats that have yet to materialize Experience Vs. Concern About Activities Child Might Engage In Question: “Has your child ever been involved in…how concerned are you that your child may be threatened by?” Source: Moms & Tech 2010; Parenting-BlogHer, Inc. N = 1032 15
    • Movies, TV and cell phones are scary, but new media is even scarier % Who Feel Media Type Presents a Real Threat to Their Child Top 3 Box, Maximum Threat Magazines and Newspapers 10% Radio 11% Music Lyrics 28% Cell Phones 32% Movies 36% Video Games 38% Television 41% Websites 63% Online Social Networks 67% 0% 20% 40% 60% 80% 100% Question: “Please rate the following media types according to how great a threat it presents to your child” Source: Moms & Tech 2010; Parenting-BlogHer, Inc. N = 1032 16
    • Young kids can consume media, have to wait to interact Age at Which Child May Have His/Her Own Device or Account Hand-Held Gaming Device 7 Videogame System 7 iPod 7 TV in Bedroom 9 Own Email Account 10 Cell Phone 11 Desktop 13 Laptop 14 Social Networks 14 Smart Phone 15 0 2 4 6 8 10 12 14 16 18 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 17
    • And some things are always off-limits for minors % Who Would Never Allow Child to Participate (among those familiar with activity) YouTube 9% Casual online gaming 14% Role-playing online 32% gaming Chatroulette 87% 0% 20% 40% 60% 80% 100% Question: “Would you ever allow your child to have each of the following accounts/devices?” Source: Moms & Tech 2010; Parenting-BlogHer, Inc. N = 455 - 519 18
    • The Benefits vs. the Burdens 19
    • Mom vs. Machine Given the level of perceived threat and concern about kids’ interaction with technology, one might expect moms to have a dim view of technology’s impact on family life But… …What we found was the opposite. 20
    • Technology is an ally to modern parents Top 2 Box: Agree Strongly/Somewhat Agree Technology can provide some great ways for 70% families to spend time together I care about new tech because it brings 83% benefits to my everyday life Understanding and using new tech is 87% important to stay connected with my kids I want to be up on new tech so I can monitor 88% what my kids are doing 0% 20% 40% 60% 80% 100% Question: “How much do you agree/disagree with the following statements about technology?” Source: Moms & Tech 2010; Parenting-BlogHer, Inc. N = 1032 21
    • The benefits outweigh the burdens Less than half agreed even somewhat with any of these negative statements Top 2 Box: Agree Strongly/Somewhat Agree Technology is harmful and I'd prefer my kids 24% concentrate on reading and school Tech is distracting and I dislike how it changes 36% kids' learning and thinking Technology is just one more thing to worry 40% about Technology is degrading the quality of real 45% relationships 0% 20% 40% 60% 80% 100% Question: “How much do you agree/disagree with the following statements about technology?” Source: Moms & Tech 2010; Parenting-BlogHer, Inc. N = 1032 22
    • Takeaway: How developers, marketers and media can help moms Developers: Build tools that strengthen communication and connection Marketers: Empower moms with tools…become a valuable resource Media: Move from spreading fear-based hype to being a technology Sherpa guide for modern moms 23