alison bryant, playscience presentation, mamabear
DESCRIPTION
Alison Bryant, President of PlayScience Presentation at MamaBearTRANSCRIPT
Modern Family Data, Trends, &
the Future of Family Tech
#1 Understand
Family Value(s)
The Golden Rules
1.Make my life easier.
2.Make my kids happy.
What provides “value?”
Together Time
Learning/Creativity
Brands/Characters
Communication
Safe/Ad-Free
Replay/Reuse
Intuitive
Multi-child Use
The values of mobile play
xxxxx
#2 Families want
to play together
…sometimes
Narrowing of the Generation Gap
Shared Technology
Movies
Mobile Phones
Music
Information Access
Gaming ParentingStyles
TV
2%
6%
8%
15%
18%
20%
30%
4%
10%
13%
22%
16%
19%
17%
First Second
Kids want to spend time with family and friends
Play video games
Play a game on your computer
Watch television
Spend time with your friends in person
Spend time with your friends online
Spend time with your family in person
Read or look through magazines
47%
39%
34%
37%
21%
16%
6%
Top 2 Choices
Source: Nickelodeon & StarCom Project 2008
Together Time & Time Alone
Parents and kids want both things to do together AND things to do alone. In either case, the technology has to work for them.
If it’s coplay, give us something to actually do together!
If it’s for my child, make sure they can do it alone.
We need more cooperation!
84% of parents would be interested in playing asynchronous,
cooperative games with their kids
#3 Pass Down, Pass Back,
Pass Around
Families with kids overindex on every type of mediaThey also tend to be earlier on the adoption curve, especially for technologies that can be used by multiple family members or are seen as educational.
About ¾ of families have at least one “smart” mobile device in their home (and most have more). Of those that have at least one, here is the breakdown:
Tech & entertainment purchases are impacted by siblings
Products generally have a longer use life for older siblings than younger ones; and households with siblings generally “age up” their media use quicker.
Products that can be used for multiple kids (in age-appropriate ways) have considerable value for multi-child households.
#4 Money Matters
Everything is a negotiation
Kids have more influence in purchase decisions than ever before. They usually have access to the same information their parents do, and use that in their negotiations.
Parents also listen to kids. For topics that parents think their children know more about (e.g., anything tech related), they are significantly more likely to take their kids’ advice when making a purchase.
Give kids “sound bites” to take to their parents.
You have to message to both kids and parents.
Paying to play
Subscriptions that are too long-term or automatically renew make many parents uncomfortable because they are afraid their kids will grow bored or outgrow the product.
+Any micro-transactions that do not have parent safeguards are a big no-no for parents.
+But, parents don’t necessarily want their kids to have to bug them every time they want something.
=Allowance or other hybrid systems get high marks
from both parents and kids.
Digital Dads
This generation of Dads more involved
in family media, especially when it comes to newer technologies.
Today’s Dads are highly engaged in social media, and
Millennial Dads even have more friends
online than Millennial Moms.
Dads play a more active role in technology and
media purchase decisions for the
family.
Dads are also more likely to spend more
on technology-related items. They spend $0.45 more for
iPhone apps and $0.75 more for iPad apps than Moms.And they like to be spoken to as Dads.
#5 Don’t forget
the Granparents!
Grandparents’ role is increasing in importance
This is for both the day-to-day functioning of the family unit, but also with regard to kids’ entertainment.
3 in every 10 adults is a
grandparent.
The grandparent population is larger
than either the African American
or HispanicPopulation.
The median ages for becoming a
grandparent are 50 (W) and 54 (M).
Grandparents control the majority of
finacial assets today.
GrandFacts
Grandparent spending on their
grandkids has grown 7.6% every year since 2000.
Source: Grandparents.com (2009). The Grandparent Economy.
Grandparents make 45% of
nonprofit donations
Grandparents account for 42% of all spending
on gifts.
45-54
55-64
65-74
75-84
7.3
12.6
10.7
9.1
6.7
15
16.1
1.4
2020 2010
3-Generation Households (MMs)
Source: MetLife Mature American Report (2011)
GP Age
What grandparents want from technology
• Co-play experiences• Special/unique experiences• More consistent communication• Tangible gifts (even for digital
items)• Information/Marketing that
speaks to them (as grandparents)
• Educational experiences
Grandparents are fast adopters of new platformsThey are not the first adopters, but they catch up quickly.
Let’s Play!