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Anne Glad: The Digital Family

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The Aarhus-based advertising agency envision has a strong focus on consumer insights. In November the agency publishes a new study and survey on the “The Digital Family”. How has the digital disruption affected the family’s shopping behavior, values and everyday life? Anne Glad will present some of the brand new findings and insights from the report.

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Anne Glad: The Digital Family

  1. 1. The DIGIT AL family Anne Glad, envision
  2. 2. why? §  The family. A segment with strong purchasing power and a continuous consumption §  Has the digital development been a disruption of the family’s lifestyle, community, and shopping habits? §  A brave report §  … but significant and relevant
  3. 3. 0 10 20 30 40 50 60 Checks mail (%) Gen. X Gen. Y “I check my work mail from home every day” (Agree + Strongly agree) Source: envision / YouGov 2015
  4. 4. The study
  5. 5. metho d Qualitative interviews §  27 depth interviews of families §  A broad segment of the population’s geography, demography and family constellations Quantitative data §  Gallup’s Day-In-Life database: Day-parting §  Index Danmark/Orchestra – analysis of Generation X and Y §  Survey conduted by YouGov: 520 respondents
  6. 6. Generation Y: Monday – Thursday Source: Gallup Day-in-life 2015
  7. 7. Two generations X & Y
  8. 8. Gen erat io n x - 1960- 75 (40- 55 yrs.) §  Generation X had an analogue childhood and a digital adulthood §  See digital media as a “natural part of development” §  Less rules for their children’s use of digital media §  Brand-enthusiasts – like to express success through purchases §  Aware of work-life balance
  9. 9. Gen erat io n Y – 1975- 90 (2 5-4 0 yrs.) §  Also known as Generation Nest, Digital Natives, Generation WHY and Global Generations §  Do not distinguish between digital and physical experiences §  More aware of digital medias overwhelming appeal to kids – more concerned §  Constantly mobile and online §  Less brand-enthusiastic §  Work and private life melt together
  10. 10. The family’s attitude to digital behaviour
  11. 11. [Indsæt Ja-hat eller Nej-Pad film]
  12. 12. Time
  13. 13. fam il ies lack time and p re senc e §  The basic conditions have not changed. The families do not work more or have less spare-time §  Individualisation is time-consuming §  Time is worth more than money §  Scheduling and regularity is the engine of the family §  The report contains 7 days, 7 chapters and 7 focus areas
  14. 14. opportunities
  15. 15. Generation Y: Monday – Thursday Source: Gallup Day-in-life 2015
  16. 16. What times of the day do you have most family conflicts? GENERATION Y Kl. 5:00 – 7:00 Kl. 7:00 – 9:00 Kl. 9:00 – 15:00 Kl. 15:00 – 18:00 Kl. 18:00 – 21:00 Kl. 21:00 – 24:00 Totalsum Mandag 16% 26% 1% 36% 31% 4% 114% Tirsdag 12% 21% 3% 36% 32% 4% 108% Onsdag 13% 22% 2% 37% 34% 3% 111% Torsdag 10% 21% 3% 37% 31% 3% 106% Fredag 12% 21% - 38% 27% 3% 102% Lørdag 6% 7% 21% 29% 38% 7% 109% Søndag 6% 4% 20% 31% 42% 5% 108% Totalsum 76% 121% 52% 244% 235% 28% 756% For generation Y opstår der oftest familiekonflikter i husstanden søndag ml. kl. 18-21 Generelt opstår oftest konflikter mandag Generelt opstår der oftest konflikter i tidsrummet ml. kl. 15-18 For generation X opstår der oftest familiekonflikter i husstanden søndag ml. kl. 18-21 Generelt opstår oftest konflikter mandag Generelt opstår der oftest konflikter i tidsrummet ml. kl. 18-21 Source: YouGov/ envision 2015
  17. 17. The family’s most stressful activities 1.  Children’s birthday parties 2.  Cleaning at home 3.  Work 4.  Mornings in general 5.  Monday morning 6.  Shopping 7.  Cooking 8.  Transport Source: YouGov/ envision 2015
  18. 18. Th e family’s we e k
  19. 19. Ho w can we help the f amily? §  Practical stuff: Solutions that create more time in everyday life §  Community: Solutions that help families create presence §  Time: Solutions that are simple, have less choices and eliminate time wasters
  20. 20. Don’t mess with their rituals. help them create new ones
  21. 21. Act as the digital aunt
  22. 22. Help their children to be more physically active
  23. 23. Never send them an email that isn’t strictly necessary
  24. 24. t h e f u l l r e p o r t i s a v a i l a b l e f o r d o w n l o a d 1 s t o f d e c e m b e r 2 0 1 5 d i g i f a m i l i e . e n v i s i o n . d k – f o l l o w # d i g i f a m
  25. 25. X & Y Two generations
  26. 26. Thank you!

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