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
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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
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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
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Moms Talking to Moms
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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
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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
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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
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Common ground
Regardless of which community is used or how often, moms share
topics and discussion in the same pattern
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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
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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
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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
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The Intersection of Technology
and Parenting
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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
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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
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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
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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
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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
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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.
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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
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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
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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
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