This document discusses trends in consumer behavior and technology usage across different generations. It notes that time spent with TV and internet is now equal, with growth in use of mobile/social/local applications. Various generations, from Traditionalists to Gen-Y, are engaging with digital technology in different ways based on their life stages. Moms in particular are leveraging different apps and online resources depending on whether they are expecting, new moms, or have older children.

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4. SETTING
THE
STAGE

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6. FLAVORS
OF
MOMS
ExpecEng
Moms
New
Moms
Moms
McCann Worldgroup

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1928-1945
1946-1964
1965-1981
1982-1989
1990 - Today

8. •
Traditionalists occupy the fringes of a
digital nation. These consumers have
seen the biggest changes to the
digital world around them.
Seniors can remember a time when
TVs weren t even a part of the
household, and now more than 40%
of these households have an HDTV.
1928-1945
1946-1964
1965-1981
1982-1989
1990 - Today
McCann Worldgroup

9. •
BoomersSpend more dollars
on-line than any other age
group, buy more often and as
wide a range of good and
services as anyone.
They will be first generation
to take digital technology
completely into older age
1928-1945
1946-1964
1965-1981
1982-1989
1990 - Today

10. •
Gen-Xers are the masters of
maximizing the functional benefits of
technology.
They have mastered the art of using
digital tools in a more functional
manner, especially if it can help their
household.
Twenty-six percent regularly use the
Internet as an information source on
food and cooking, and 61% use it for
news.
1928-1945
1946-1964
1965-1981
1982-1989
1990 - Today

11. •
Gen-Yers live and
breathe a digital
social life.
They use digital
channels to
facilitate the
social aspects of
their lives:
1928-1945
1946-1964
1965-1981
1982-1989
1990 - Today

12. FLAVOR
OF
MOMS
• BEHAVIORS
ExpecEng
Moms
• Getting Educated about what s to come
• Researching the latest solutions and devices
• Focused on nutrition and health of the baby growing inside
• There is still a pull on who they were before pregnancy --
the non-mom

13. FLAVOR
OF
MOMS
• BEHAVIORS
New
Moms
• Using apps to manage the baby
• Using apps to stay in touch with the
world
• Online communities for information
• Search ! Search ! Search!
• Products, Schools, Community
McCann Worldgroup

14. FLAVOR
OF
MOMS
• BEHAVIORS
Moms
• Real world schedules
• In the flow of life - apps that juggle
adult needs and kids needs
• Focused on family and personal
growth
• Gen X Mom is the first to grow up
with tech, so they recognize it s
benefits
• Gen Y Mom’s don’t see working or
staying at home as static stages

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19. CURRENT
TRENDS
VIDEO
Time
spent
with
TV
and
Internet
is
now
equal.
For
the
first
year
ever,
the
amount
of
Eme
US
households
report
watching
TV
offline
in
an
average
week
(13
hours)
equals
the
amount
of
Eme
they re
spending
online
*
SOMOLO
Use
of
the
mobile/social/local
combinaEon
will
explode
-­‐
The
term
mobile
will
mean
a
lot
more
than
mobile
phones.
**
SCREEN
BLOOM
MulEplex
media.
There
will
be
a
shia
from
three
screens
to
many
screens***
THE
CLOUD
BECOMES
A
CONSUMER
TERM
The
current
physical
media
formats
will
be
the
last
as
all
media
become
digital.10
We
are
moving
to
the
post-­‐media-­‐meltdown
world
***January 10, 2011
*Forrester - December 21, 2010 **January
24,
2011
2011
Mobile
Trends
Disruptive Trends 2011
Understanding The Changing Needs
by
Thomas
Husson
and
Julie
A.
Ask
Product Innovation At Market Leaders Must Leverage Disruptive
Of The US Online Consumer, 2010
for
Consumer
Product
Strategy
Professionals
Strategies
McCann Worldgroup

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*BABY CENTER MOBILE REPORT 2011

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*BABY CENTER MOBILE REPORT 2011

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25. Ditto Localmind SeeClickFix
Know what's happening. Now. Encourages active citizenship, by
offering a variety of platforms to
Localmind is a new service that allows you report your concerns.
to send questions and receive answers
about what is going on – right now – at Report issues through our website
places you care about. mobile apps, widgets, and voice mai

26. • 40 percent of ratings on Yelp is coming in through mobile devices
• 50 million unique visits per month in eight countries
“Something is not right about the way
the furniture is made..”
“I am highly disappointed and
disgusted with the store..”

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