Building a Digital Presence in the Daily Life of the New Family
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Transcript of Building a Digital Presence in the Daily Life of the New Family
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• Website projects • Digital brand activations • Mobile projects • Communication services
Overview of services
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1. Gerda Van Damme – The new family – Their digital daily life
2. Barbara Haddad #MumValue
3. Guido Janssens Engaging with the mobile family
4. Joelle Liberman Digital dads
Agenda of today
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WE’VE COME A LONG WAY…
1978 Video on
https://www.youtube.com/watch?v=4X4MwbVf5OA
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THE NEW FAMILY IS DIVERSE
Video on https://www.youtube.com/watch?
v=2xeanX6xnRU
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Married with children: still down with 3,5% in last 2 years (-0.8% on total households)
21,40%
21,60%
21,80%
22,00%
22,20%
22,40%
22,60%
22,80%
2013 2014 2015
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• A majority of household is still married
• Of those, a rising number of families are recomposed after divorce
• Also of those, a rising number of families have same-sex parents
• About 10% of kids in Belgium live in ‘recomposed’ families after divorce.
è Not all of those married families are ‘traditional families’.
Belgian households with kids living with their parents
Married with children
Unmarried with children
Single parents
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• Still more families with married parents
Flemish households with kids living with their parents
Married with children
Unmarried with children
Single parents
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• Strikingly less maried households
• More single parents
Walloon households with kids living with their parents
Married with children
Unmarried with children
Single parents
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• More married families than in Wallonia
• Strikingly more single parents and less families living together without marriage
Brussels (region) households with kids living with their parents
Married with children
Unmarried with children
Single parents
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Millennials: What is a milestone classifying a person as an adult?
ZenithOptimedia
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• Less births with 20-24 mums than 35-39 mums in 2014.
• First child at 28 (average). • 1.7 children per woman.
Parents’ ages
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Men looking for back-to-school content
Yahoo, February 2014, Acing the 2014 back-to-school shopping season
Yahoo: half of the visitors on their back-to-school content are men.
50% 50%
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What is the new family’?
NEW DYNAMICS & LINES OF INFLUENCE
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THE FAMILY TRIBE – UNFLUENCE OF THE EXTENDED FAMILY & PEERS
76% of retired say they lack time.
Source: KBC - SeniorenNet Onderzoek ‘pensioen’ / zomer 2009
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Babyboomers
Generation X
Generations Y (Millennials)
Generation Z
(Generation alpha)
DIVERSITY IN PARENTING STYLES
Clear views in society about ‘how it should be done’
Do it ‘your way’
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Babyboomers
Generation X
Generations Y (Millennials)
Generation Z
(Generation alpha)
DIVERSITY IN PARENTING STYLES
Clear views in society about ‘how it should be done’
Do it ‘your way’
uncertainty
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copyright: instagram.com/siskaschoeters
Searching for judgement-free zones
91% of mums have ever judged other mums (5% up for Millennials) Yahoo/Ipsos 2015 ‘Momfessional-study’)
“Als ik de kinderen in bed leg, denk ik soms: 'Yes! Ik ben zeven uur van die kleine fuckers verlost.”
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... ‘imperfect’ mums
Video on https://www.youtube.com/watch?
v=m1DUhh_3tOw
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Social web: peer-pressure + peer influence
stress fomo advice influence
am I doing well?
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Kidsfluence
Yahoo, February 2014, Moms’ Online Habits and Preferences
91%
of mums say kids influence their grocery
store purchases
27%
of mums say kids are very
influential
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The old adagio: Market to kids and get them to nag to mum to buy.
1990
The new adagio: Market to the concensual family nucleus and get them to chose your brand together.
2015
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Belgian digital millennial mums engage more with social networks
90% vs 57% 22% vs 2% 72% 6% use it everyday tweet every day
Digital Mums, Egérie Research, 2014
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Posts from another mum are 55% more influential than posts from a brand BabyCenter, Social Mum Report 2013
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59% of mums ever bought something because a mom recommended it on a parenting site. BabyCenter, Social Mum Report 2013
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Whom do they seek advice from?
60% vs 65% 46% vs 53% millennial mums millennial mums
Yahoo, February 2014, Moms’ Online Habits and Preferences
Other mums Family
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The typical family with children under 6 in the south of Belgium has 8 screens in the house, of 6 types on average.
ONE research: Les enfants et les écrans. Number of screens
Freq
uenc
y
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Most of these ‘screens’ are used in the family-spaces of the house.
ONE research: Les enfants et les écrans. Number of screens
Freq
uenc
y
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none 77%
1 15%
2 or more 8%
Gaming devices
none 61%
1 30%
2 or more 9%
portable not portable
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Millennial mums own significantly more devices than the average population
Yahoo, February 2014, Moms’ Online Habits and Preferences
Babyboomer mums: Lean on their PC for most activities
Generation X mums: Tablet more used than by other generations for most activities
Millennial mums: `use the smartphone more for a number of activities
Across generations the laptop is still used most for a wide number of activities
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3 devices, 3 uses
Source: Digital Mums, Egérie Research
very widely used not glamourous
hero of the family nanny to the kids (games)
90% used at home multifunctional
personal fetish not for the kids, customized 12% shop on smartphone
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Belgian millennial mums are more connected
Online between 3h and 7h a day.
3:45h
of surf a day on average
Source: Digital Mums, Egérie Research
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Different activities have other peak hours during the typical day
Yahoo, February 2014, Moms’ Online Habits and Preferences
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Throughout the day...
Yahoo, February 2014, Moms’ Online Habits and Preferences
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Also in Belgium: prime time is digital, multiscreening = the normal
Most are connected all day long
Multi screening is a habit
55%
Source: Digital Mums, Egérie Research
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Millennial mums use digital media to...
• Play (2/3 play regularly online) • Get inspired (e.g. Pinterest, 70% surf to find new ideas) • Be in contact with the world (92% visit news websites
regularly) • Find health-related informations à see brand example • Feel in control, organize their life à brands offer
convenience, see brand example
Digital Mums, Egérie Research
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Le Chat: informations about skin-problems
Brands tap into mum’s hunger for medical informations by offering quality health-related content.
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1. Leverage the power of play. Play is timeless.
2. Think like a child 3. Create a story 4. Don’t count on bells and whistles 5. Think cross-device 6. Let there be fun 7. Engage with whom they look up to 8. Empower them, they’re the ‘maker
generation’ 9. Characters are their best friends
How to engage
www.digitalkidsmarketing.com
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Global Kids’ Top 10 Favorite activities Source: The Marketing Store, Jan 2013
27%
24%
21%
15%
15%
15%
14%
14%
11%
11%
Play video/computer game
Watch TV
Explore internet
Go to movies
Playing outdoors
Riding bikes
Play with toys
Play a sport
Outdoor acGviGes (e.g., hiking)
Reading
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Access of young children to digital devices (0-6, Wallonia)
ONE research: Les enfants et les écrans.
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Young kids (0-6) activities: 1. tv/video 2. pictures 3. games
ONE research: Les enfants et les écrans.
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How digitally savvy are they?
To a high extent influenced by parents. Also peers can make a big difference! Esp. in Flanders also education at school makes a difference. Research KULeuven, 2014
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1. Focus on engagement with mums: Barbara Haddad.
2. Focus on mobile: Guido Janssens 3. Focus on dads: Joelle Liberman
What’s next?
78 Dreammachine presentation, p
Pre-announcement The Digital Kids Marketing Congress + The Digital Family Marketing Congress
2 full days June 2016
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Families are ‘demanding early adopters’ (and a recap!)
Video on https://www.youtube.com/watch?
v=DHCxsPeLyQk