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Connecting with Consumers Across Devices
1.
2. Moms need more ways to get things
done … & they‟re turning to
technology to help
Moms are 25%
more likely to own five
or more connected
devices compared to
the US Average
76% of moms
agree …
“The only way I can
get everything done is
to use two or more
devices at the same
time”
73% of moms
“…would find it hard to
spend two hours
watching TV or a
movie without using a
laptop, picking up my
phone or tablet at least
once or twice”
Note: US Moms data shown. Global moms and US Totals shown for comparison.
3. Quantum
Related content across
devices sequentially
Related content across devices at the same time
Four multi-screen pathways
Content
GrazingDifferent content across
devices at the same
time
Spider-Webbing
Multi-tasking Investigative Social Intent-based
5. • Quickly moving between screens and activities
• Multi-tasking and a constant need for distraction
Content grazing pathways require
quick, low-effort engagement
opportunities
6. 23%
24%
31%
34%
47%
To connect with
others
To stay in the loop
on things / not
miss something
To be more
efficient
I like to have a
device as
background…
It's just my habit +12
+13
-3
+6
+3
Habit and background noise are most
prevalent, but moms also want to stay
in the loop
8. • Consumers journey around content
• Supplemental content just as compelling as the original
• Entertainment, bonus information and rewards for seeking more
Investigative spider-webbing requires
depth and exploration
9. 20%
21%
28%
32%
36%
I like to have a device
as background when
I'm doing other things
To get more detail or
new content about
something on…
To be more efficient
To find out more about
something on another
device
It's just my habit +1
+15
-6
+6
-1
The search for more content drives
investigative pathways for moms
11. • Conversations stem from original content seed
• Commentary just as compelling as the original content
Social spider-webbing transforms
solitary experiences into shared ones
12. 26%
26%
27%
30%
41%
45%
To be more efficient
I like to read or reply to
messages quickly
I like to have a device
as background…
To increase my
enjoyment
It's just my habit
To connect with others +24
+6
+8
+6
+11
-8
Connection still leads, but moms also
seek enjoyment and 2-way interaction
13. 21%
40%
55%
65%
79%
All Work/study
All Info
All Shop/task
All
Relaxing/Enter…
All Social
Activities: Social spider-webbing is even
more social for moms, but they‟re
sharing to get useful information
+29
+2
+1
+6
+4
14. Multi-screening moms are hyper-
social; more than half seek
connection within all pathways
Content GrazingSocial Spiderwebbing Quantum
79%
53%
52%
15. Quantum pathways require seamless
connection
• Intent-based quantum paths exist in different places: they start on one
screen and „leap‟ over space, time and screen to another
• Sometimes disjointed and require clunky workarounds
16. 19%
19%
24%
24%
32%
To connect with others
I like to have a device as
background when I'm…
It's just my habit
The first device or screen
I used was too difficult…
To be more efficient -3
+16
-11
-2
-2
Moms are much more likely to seek a
better screen when on quantum paths
17. +8
-9
+2
+13
-331%
38%
52%
54%
62%
All Info
All Work/study
All Social
All Relaxing/Entertaining
All Shop/task
Activities: Quantum activities are
pragmatic for Moms
“The main reason I multi-screen is
if I start looking at something on
the train or at work, like I started
my shopping on the way home
on the train, now finally finishing
it off on Sunday on the laptop.”
Beckie
18. Help Moms be more efficient while
she‟s on the go
55%
of US Moms are “Super
Connecteds” on mobile
devices – they do multiple
advanced activities and are
the most sophisticated users
of mobile
19. Moms are open to brands… on their
own terms
90%
“…It's great that I can
check out products or
brands that interest me
whenever and wherever I
see them.”
Note: US Moms data shown. Global moms and US Totals shown in notes for comparison.
of US Moms agree that :
20. Key Take-Aways
Think personal & portable
Spark
conversatio
n
Keep it
contextual
Invite … then
delight
Keep it
seamless
