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ENGAGED, ENABLED, ENTERTAINED

Today’s EMoms:

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2-year-old Bridger masters the iPad

http://www.youtube.com/watch?feature=player_embedded&v=MGMsT4qNA-c

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Methodology

• In June 2011 we fielded an identical survey among two populations:

– Digital-savvy moms from the BlogHer Publishing Network:

• 493 Moms 18-49

– Parenting’s MomConnectionTM nationally projectable panel of mainstream moms:

• 545 to women 18+

– Total survey sample: 1038 women

– 90% of the total sample have children under the age of 10

– 30% of the total sample have children age 10-17

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Topline: Moms are Chief Technology Officers Today

•ENGAGED• “Facebooking” is how moms engage with one another, but BlogHer

Moms are still the power users for Twitter and Blogs.• Half of all moms report that their kids under the age of 4 have used a

laptop!

•ENABLED• Smart phones and Internet access are her digital Swiss army knife,

and usage is addictive. Moms would much rather do without traditional media like TV.

• Things that help her get stuff done (laptops, cell phones) are the necessities.

•ENTERTAINED• The family still gathers around TV, but smaller screen activity is moving

mainstream – half also gather around a funny YouTube video together.• Technology also helps her keep her kids entertained and even sneak in

some educational games along the way.

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Moms’ mental tech landscape – a focus on the practical

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Their kids’ mental tech landscape is more playful

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ENGAGED

Both Moms and their kids – no matter what age – are engaged with a broad range of technology

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Average Age at Which Child May Have Device

Last year, moms told us when kids could own technology

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

34%

36%

25%

34%

32%

% of Moms whose kids used device by age 4

Age for owning a device is higher than age to start interacting with your parent’s tech

Question: How old was your child when he/she first used…Source: Moms % Tech 2010: N=985

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34% 34% 33%

30%

21%

13% 13%

29%

26%

20%18%

13%

8%10%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Laptop Cell Phone SmartPhone

DigitalCamera

iPod VideogameSystem

Hand-HeldGamingDeviceGenY Moms Gen X Moms

% Whose children used device by age 2!

Children of Gen Y moms are the earliest engagers

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Facebook is the engaged modern mom’s mainstream medium

13%

34%

11% 12% 10%

35%

29%

12%

14%4% 4%

46%28% 20%

20%

10%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Facebook Blogs YouTube Twitter LinkedIn Flickr

Weekly Daily 3+ times a day

% Usage Rate

81%

70%66%

45%

26%

14%

Question: “How often do you use the following types of social media?” Source: Moms & Tech: 3E 2011: N = 1,038

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BlogHer Moms are still super users of social media

But Facebook is mainstream for everyone…

Use 3+ Times Per Day

35%

50%

37%

5% 7%

56%

0%

10%

20%

30%

40%

50%

60%

Facebook Twitter Blogs

BlogHer MomConnection

Question: “How often do you use the following types of social media?” Source: Moms & Tech: 3E 2011: N = 1,038; BlogHer = 493, MomConnect = 545

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ENABLED: Meet today’s Swiss Army Knives

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Connectivity is an absolute requirement

% Saying Item is a Necessity vs Luxury

Computer and Mobile Phone

are moms’ primary screens

Question: “Rank the following items on a 1-10 scale whether necessity or luxury” Source: Moms & Tech: 3E 2011: N = 1,038

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Most moms can’t go a day without technology

40% 39% 34% 34%

18%

31% 32%30%

18%

35%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Internet Mobile Phone Home Computer Smart Phone TV

A Few Hours A Day

What’s the longest you’ve gone without using…

71% 71%64%

52% 53%

Question: “What’s the longest time you’ve gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038

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… Because laptops and smart phones enable daily life

“My smart phone is my command central because I use it for so

many things..GPS, email, camera, games

and social media”

“I work from home throughout the week,

so my laptop is essential”

“I love being able to contact most of my family instantly. I seriously have

no idea how I lived without smart phones and

the Internet”“Social media so I can connect with friends

and family!”

“I would be lost without my iPhone”

“My laptop. I could not

function or exist without

it”

Open Ended Essay Question: “What form of technology is most important to your life on a daily basis?” Source: Moms & Tech: 3E 2011: N = 1,038

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BlogHer panel data suggests TV may be expendable soon

% Saying "I've only gone a few hours without using..."

40%36% 36% 36%

11%

41% 41%

32% 31%

26%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Internet Mobile Phone Smart Phone Home PC TV

BlogHer Mom Connection

Question: “What’s the longest amount of time you’ve gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038; BlogHer = 493. MomConnect = 545

BlogHer as the bellwether: TV may be entering the “take it or leave it” zone

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Kids just want their TV

What’s the longest your kids have gone without using…

Question: “What’s the longest time your kids have gone without using the following?” Source: Moms & Tech: 3E 2011: N = 1,038

20%

12%

17%

7%

53%

14%16%

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The phone is mom’s all-purpose tool

Text messages are as popular as actual phone calls

Rank Benefit Percent

#1 Make actual phone call 81%

#2 Send/Receive Text 78%

#3 Get info instantly 53%

#4 Check work/personal E-mail

50%

#5 Send/Receive Photos 41%

#6 Social Media apps 38%

#7 Stay organized 33%

#8 Toy/diversion for toddlers 23%

#9 Games for kids 15%

#10 Games for Mom 11%

Only 9% said they did not consider their mobile phone a benefitOnly 9% said they did not consider their mobile phone a benefit

Question: “What’s the greatest benefit you get from your cell phone?” Source: Moms & Tech: 3E 2011: N = 1,038

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Moms’ phones also provide some memorable moments!

First text:

“Mom, I’m babysitting tonight, and yes, I’m getting laid.”

Second text:

I HATE auto-correct! I meant ‘Paid.’”

First text:

“Mom, I’m babysitting tonight, and yes, I’m getting laid.”

Second text:

I HATE auto-correct! I meant ‘Paid.’”

“I'm done with college”

“I'm done with college”

“Call me. The police are taking me to jail!”

Upon calling:

“April Fool’s!”

“Call me. The police are taking me to jail!”

Upon calling:

“April Fool’s!”

“I love you, Mommy”

“I love you, Mommy”

“Mom I know I’m grounded from my cell phone. but...can you please come and turn off my light...?”

“Mom I know I’m grounded from my cell phone. but...can you please come and turn off my light...?”

From the upstairs Bathroom: “I need toilet paper!”

From the upstairs Bathroom: “I need toilet paper!”

Question: “What is the most memorable text message you ever received from your child?” Source: BlogHer Facebook poll; MomConnection Facebook poll.

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Moms’ attachment to their laptops and phones is strong

“What if you’re trapped on a tropical island for a year and can have access to only ONE device”

Only 4% said they would not want ANY tech or media deviceOnly 4% said they would not want ANY tech or media device

Question: “Which device is the most indispensible?” Source: Moms & Tech: 3E 2011: N = 1,038

43%

29%

12%

4% 4% 2% 1%0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Laptop Smartphone

Tablet DigitalCamera

eReader TV withCable

TV withDVD

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Their kids’ attachment is diffused; no one device dominates

14%

2%

12%

20%

15%16%13%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Laptop Mobile smartphone

Tablet or ipad Digital camera TV withcable/satellite

access

TV and DVDPlayer

Video gameconsole and

games

Indispensible for Kids

“What if your child were trapped on a tropical island for a year and could have access to only ONE device”

Question: “Which device is the most indispensible to your kids?” Source: Moms & Tech: 3E 2011: N = 1,038

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ENTERTAINED: Technology is integral to family time

The family still gathers around the main screen (TV)

9%

15%

16%

44%

45%

76%

84%

0% 20% 40% 60% 80% 100%

Use eReader with kids

Share content on Facebook

Send text messages

Play games on console

Watch YouTube videos

Watch TV

Watch movies on DVD

Question: “Which activities do you like doing most as a family?” Source: Moms & Tech: 3E 2011: N = 1,038

YouTube and Gaming are becoming mainstream family entertainment

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For parenting, Face To Face still trumps Facebook

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

In person

Phone

Text message

eMail

Facebook

IM

Written note

Daily Every Few days Less often

How often do you use the following forms of communication with your child?

Question: “How often do you use the following forms of communication with your child?” Source: Moms & Tech: 3E 2011: N = 1,038

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EMoms EMBRACE Technology Every Day

Technology is indispensable to modern moms, empowering them to handle and enjoy the challenges

of today’s busy world

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Plugging in to the Modern Family

http://www.youtube.com/watch?v=TZYL0muzTmw