Reaching a New Generation of Mobile Parents "Just in Time"


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Presentation made at the Joint Council of Extension Professionals Galaxy Conference, Pittsburgh, PA. September 17, 2013.

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  • AARON will introduce Pat
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  • PATHere is what we mean by “age-paced” or “just in time”
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  • PATOur most recent effort of evaluating JITP delivery in Delaware shows clear evidence that the “tried and true” method of mailing or hand-delivering printed, age-relevant information to parents at just the right time is STILL an effective way of educating parents.Jenell Kelly will talk about why JITP has developed an electronic delivery system to complement the traditional printed newsletters.
  • JENELLI’d like to provide some background information on why we have developed our electronically delivered “enewsletter” system, and why we will be unveiling a new version of that system.There are 4 trends that we see both anecdotally in the field, and from results of research. These are that….
  • JENELLLet’s look at the first two trends.A recent study looked at how parents in Florida actually looked for information about parenting.They found that less than one-third had taken a parenting class, but over 75% turned to the internet to seeK information about parenting
  • JENELLSimilarly, when parents were asked to identify how they would prefer to get information about parenting, parents of both troubled and non-troubled children were less likely to prefer classes and workshops, and more likely to prefer a TV program on online information,
  • JENELLA second trend is that Americans are increasingly using social networking sites, and the rate of adoption is fastest among 18-29 year olds – the cohort that most likely includes first-time parents. Parents are seeing and sharing information that they “like” on sites that are not traditional websites.
  • JENELLThe last trend is that more people are using smartphones, especially the young, and more are using mobile devices to access the internet.Some of you might be concerned about the possible income disparities in Smartphone ownership
  • JENELLThe Pew Internet & American Life project has found that the income discrepancy in smartphone ownership is SMALLEST among those 18-29 years old – the age group that includes young parents.
  • JENELLRur own evaluation shows that between 30-40% of current JITP subscribers use either a phone or table to read the email reminders or the newsletter content itself. Here the light bars show the percentage of subscribers who read email reminders on each device, while the darker bars show the percentage of subscribers who read the newsletter on that device.
  • JENELLWhat is even more important however, is the growing evidence that younger, poorer, and unmarried parents seem more likely to seek information on the internet, and are more likely to report learning something that is useful from these resources.
  • AARONFirst, created electronic delivery system for subscribers (English and Spanish, PDFs for those who wanted print, etc.)Second, expanded website for those who might not subscribe but could find on webThird, in process of creating access for expanded types of devices
  • Each issue includes information about:What children are like at that age, including typical developmental milestonesTips on ways parents can keep children safe, promote healthy development, and build a strong relationship, andSuggestions for how parents can try to manage the stresses of raising children
  • AARONSubscription information provides numbers and locations of subscribers, as well as rates of opening email and clicking on linksGoogle analytics provides information about website visits, how website accessed, location of viewers and much moreSurvey of users at 1, 2, 3 years plus indepth evaluation (RHS) help provide data about knowledge and behavior change and in-depth evaluation of subscribers
  • From subscription platform, we can identify the numbers and locations of subscribers.New Hampshire  largest number of subscribers 1133 17.1%
  • What is the geographic location of JITP visitors?How do parents/caregivers access the JITP newsletters? How do they engage with the content when they are on the site? To address these questions, we have collected data from Google Analytics, a visitor-tracking website statistics program to monitor when and where participants came from, how long they engaged with content, how they made website visits, and the types of content they engaged with. 49% accessed the site through search engines27% got to the site from email reminders24% were referred from other websitesFacebook directed 679 visits and 3,014 page views15% of visits were from mobile devices
  • We now turn to how subscribers of the 1st generation of electronically delivered newsletters viewed the newsletter. First, here is how parents of 2-year olds rated the usefulness of the JITP newsletter
  • PAT or AARONDigital methods can have the same old challengesJust because they subscribe does not mean they will readThere may be “dropoff” seen in the use of other web-based programsMore parents visited the site than subscribedContinuing evaluation will help determine most effective approaches
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  • Reaching a New Generation of Mobile Parents "Just in Time"

    1. 1. Reaching a New Generation of Mobile Parents “Just in Time” eXtension Just in Time Parenting Community of Practice
    2. 2. Aaron Ebata & Jill Bowers University Of Illinois at Urbana-Champaign Pat Tanner Nelson University Of Delaware Jenell Kelly North Carolina Agricultural and Technical State University Andrew Behnke North Carolina State University Ellen Abell Auburn University Sally Martin University Of Nevada, Reno Marissa Stone Nova Southeastern University
    3. 3. Overview •Delivering Parenting Education Just in Time •Parents’ Preferences for Information and Advice •Just In Time Parenting (JITP) electronic newsletters •Monitoring the use and impact of JITP •How you can use and promote JITP
    4. 4. Delivering Parenting Education “Just in Time”
    5. 5. Early Innovations •Parenting information mailed directly to parents •Small bits of relevant information that are delivered just when needed – keyed to parents and baby’s needs and development •Combining efforts of many states to create one up- to-date, evidence-based national parenting education tool
    6. 6. Goals of JITP •Foster developmentally appropriate expectations •Normalize the challenges of normative developmental changes or behaviors •Promote practices that support the healthy development of children •Provide strategies for coping with the stresses of raising children and managing family life
    7. 7. When your child is You get 2 month 2 month newsletter 12 month 12 month newsletter 1 month 1 month newsletter
    8. 8. •Rate the newsletters as more useful than any other source of information. •Report more positive parenting behaviors and provide more stimulating learning environments for their children. •Have age-appropriate expectations and feel reassured about their child’s development •Can identify emerging problems and quickly find appropriate help. Parents Using JITP Newsletters:
    9. 9. Greater impact among first-time parents, as well as the youngest, poorest and least educated
    10. 10. Parent Voices “I think it's great you are reaching out to the community to educate parents. It is very much needed.” “JITP is helpful and easy to understand.” “My only suggestion is to send JITP more often. I always look forward to receiving the issues.” “I think this publication was very useful for myself as a single parent.” “Make sure that young parents sign up for this newsletter before leaving the hospital after having a baby. They need help and advice and this newsletter is the right source of information.”
    11. 11. Parents Online Activities and Preferences
    12. 12. Today’s parents are…. •Seeking information online •Less likely to attend traditional programs •Increasingly using social media •Using mobile devices to access the internet
    13. 13. Sources of Parenting Information Parents w/ Children Under 10 Years (Florida) 0 10 20 30 40 50 60 70 80 90 100 Mothers Fathers Radey, M., & Randolph, K.A. (2009). Parenting sources: How do parents differ in their efforts to learn about parenting? Family Relations, 58, 536-548. %reportinguse
    14. 14. Metzler, Sanders, Rusby, & Crowley, 2011 Preferences for Parenting Information Parents of 3-6 Year Olds (National)
    15. 15. Pew Internet and American Life Project, 2012, 2013 46% of American adults owned smartphones (33% of 14-17 year olds) Smartphone use highest for: 18-34 year olds Blacks and Hispanics Those making > $75,000 College educated 74% of 12-17 year olds access the internet on mobile devices Youth are using Mobile Devices
    16. 16. Devices Used to Access JITP 0 10 20 30 40 50 60 Desktop Laptop Tablet Phone Parents of 1 Year Olds Email Reminders Newsletters
    17. 17. Digital Divide? •Younger and unmarried parents more likely to use internet for parenting information (Radey & Randolph, 2009) •Younger, poorer, less educated report getting more out of website for parents (Steimle & Duncan, 2004)
    18. 18. Delivering JITP 2.0 Electronically Mobile Ready, Ready for Sharing
    19. 19. How Does JITP Work? Subscribe Monthly email reminders Monthly eNewsletters Invitation to provide feedback Online survey
    20. 20. Email reminders
    21. 21. Web-based “eNewsletter ”
    22. 22. Mobile Ready iPad Samsung Galaxy iPhone 5
    23. 23. Download PDF for Printing
    24. 24. PDF versions
    25. 25. Social Sharing
    26. 26. Facebook Twitter
    27. 27. Monitoring Use and Evaluating Impact
    28. 28. Subscribers Status 2013 Since Initiation (July 2008) Registered 1,592 8,180 Current active subscriptions: 4,897
    29. 29. Website Statistics (2012) •111,057 visits from 75,969 individuals from 150 countries • Top 5 were: US, India, UK, Philippines, and Canada State Frequency % Visits that were new California 5135 68 Iowa 3932 37 New York 3729 70 Texas 3539 71 Illinois 3515 62
    30. 30. 0 20 40 60 80 100 Text messages Online course,webinar Online videos Smartphone apps Classes, workshops TV programs, DVDs Online community Social network Support or playgroup Brochures, newsletters Childcare provider Emailed newsletters Website Books, magazines Doctors, health pros JITP Newsletter Parents of 2 Year Olds Not useful Slightly-Moderately Very-Extremely Not Used Survey: Sources of Information
    31. 31. Implications •Electronic delivery systems and technological applications are an important way for reaching a large part of today’s parents •But print and mail or hand-delivery may still be important for those who have the most to gain from the program •JITP provides the “ready-to-go” content that allows educators to use BOTH methods
    32. 32. How YOU Can Use JITP Promote JITP directly to your clientele Link to the JITP website from your website Work with partner agencies to promote print or electronic delivery Attend an upcoming webinar
    33. 33. Just in Time Webinar! Wednesday, Oct. 10th at 2:00 p.m. Eastern How to broaden parent engagement and increase the impact of your programming with parents of young children. 1) text4baby – for moms with cellphones 2) Just in Time Parenting -- enrolling families and tracking efforts
    34. 34. Aaron T. Ebata Pat Tanner Nelson Jenell Kelly Contact Us! October 1, 2013