engaging with the mobile family

1 © Dreammachine - p

How to engage with the mobile

family. Guido Janssens

Dreammachine Kids


22 US millennial moms one week without a mobile

What happens? Listen to Rebecca: Source: Babycenter Mobile-less Moms Challenge – August 2015

A 2015 mom without a mobile…

Rebecca’s torture chamber


About 3 minutes into the trip to the supermarket my 11 year old asks for my phone. She's bored and wants to look at my Facebook, Instagram or pictures. Hit the diaper section, wishing I could use my calculator to see what's the best deal on diapers. Dang it! 7 year old wants to look at toys. Finds toy he wants. Awesome! Can't check to see if it's cheaper somewhere else or if there's a Cartwheel for it. No dice, buddy, Momma doesn't like to pay full price. Everybody is getting frustrated now. Of course, I don't have my phone so there's no telling how long we've been in this torture chamber! Finally arrive back home and swear we will NEVER DO THAT AGAIN!

Rebecca’s torture chamber


28% of UK mums admitted that their smartphone occasionally comes between them and their family.* *BabyCenter UK – The rise of the mobile mum


SMARTPHONE = MUM’S SWISS KNIFE


Mobile penetration is lagging behind compared with other countries.* •  Only 20% of internet usage goes through

mobile devices –  53% of Belgian users sometimes use mobile

phones to go on the web (75% worldwide) –  38% of Belgian users use tablets to go on the

web (38% worldwide) –  Belgian mobile users spend 0,83 hours/day on

mobile internet(1,97 worldwide)

•  Wearable devices extremely niche –  E.g. Belgium: 3% wristwatch vs worldwide 11%

* figures from GWI Market Report Q1 2015 by globalwebindex and ZenithOptimedia

Belgian situation is not so extreme

GWI Market Report Q1 2015 by globalwebindex and ZenithOp?media


Who are these mobile users in Belgium?


Mobile & age groups in Belgium (total population)*

* figures from GWI Market Report Q1 2015 by globalwebindex and ZenithOp?media


What do they do?

Total population!*

mobile % tablet % social networking 24 14 webmail 22 15 internet banking 21 11 manage social media profile 19 11 use instant messenger 19 11 watch video clip 18 13 check weather 18 9 search product 17 12 upload photos 15 8 review product/brand 14 11 play online game 14 10 loca?on based search 14 7 informa?on about leasure 13 10 purchase product 11 8 music streaming 11 7

* figures from GWI Market Report Q1 2015 by globalwebindex and ZenithOp?media


Digital mums own

30 to 40% more devices than the average Belgian population

Source: Egerie Research


26% of mums have taken a picture of a product within a shop.

Table: BabyCenter, Mobile Mum Report


So how can we engage the mobile

family?


in their interaction with their children & their education •  Let the children play and have

FUN (and leave mom & dad alone from time to time)!

•  Let the children learn!

Moms seek convenience

in their daily live: •  Make their life easier:

–  Daily work in the house –  Shopping –  Give her more time for

herself •  Find information, help them

combat her uncertainty



in their interaction with their children & their education •  Let the children play and have

FUN (and leave mom & dad alone from time to time)!

•  Let the children learn!



22% of smartphone applications are downloaded specifically for children in the UK.* 83%: ‘interactive educational content is important’

*BabyCenter UK – The rise of the mobile mum

What do parents want their kids to do on mobiles?

81% problem solving

74% creativity

73% areas of interest

66% specific

skills

83% say ‘interactive educational content is important’


What do parents want their kids to do on mobiles? (continued)

What is NOT important to parents in educational process on mobile: •  Tests, multiple choice questions •  Accreditation by teachers, endorsement by

schools, links to current lesson plans


Fast growing interest for e-books for young adults and children (475% YOY-growth)

* Source: How Parents and children read, learn and buy digitally - J. Alison Bryant – Playscience

What do children want to do on mobiles (4-8 year)*

0% 50% 100%

play games

watch videos

look at pictures

read or listen to stories

look at websites

98%

79%

76%

63%

47%


Thanks to their design, children can already use tablets from an extremely early age as opposed to computers and mobile phones

Case: Bubl « Digital Art for Babies » on tablet. They made an application for 1 year old babies

-  Black & white (contrast vision) -  No text, no buttons, no

interface

Children: let them play (& learn): Bubl


Children: let them play : Bubl (continued)

-  Based on research: -  Don’t imitate real objects (a real colouring book is always better than a fake one) -  Improve Parent/child communication -  Profound usability studies (for example no background, no buttons, no

instructions, use of black & white to have higher contrast,…)

-  Appeal to parents: -  Trigger creativity of the child

-  Expose the child to new, non-repetitive triggers (always new) -  « Interactive Rattle: develops perception of shapes and sounds »

-  Artistical -  Original soundscapes with much variation

-  Merging of the arts (« Gesammtkunstwerk » for babies)

-  Play together!

DEMO: https://www.youtube.com/watch?v=ZSGR92a_CG4


Dr. Panda is an example of using these practical ‘live’ skills as opposed to skills that are tought in school in a very simple way •  3 – 8 years old •  22 mio downloads in 2014 •  Easy distribution:

–  No language, no text (also for practical reasons) –  Mix between East & West

•  Role play & live skills! –  Example: learn to behave in a restaurant and

learn to make a sushi

DEMO: https://www.youtube.com/watch?v=774Lh7BcsQo

What do parents want their kids to do on mobiles? (cont’d)


Mobile apps for children can be centered around a brand: Woeffies case

•  EuroShoes kids’ brand •  Adult website, kids website, kids mobile

application •  App and kids website: edutainment for

preschoolers •  Build in the first place around the logo (dog),

in the second place around kids shoes


Website & mobile app Woeffies Euro Shoe, 2013


Moms shop! •  Moms 33% more likely to buy

using smartphone •  66 % of moms use mobile

phone from start to end of buying process.

And what about moms? Getting ideas

Getting recommen

-dations

Compare features

Compare prices

Find coupons/

deals

Decide where to

buy


In the US (2015) moms used a mobile phone in point of sales: •  64% to get a coupon •  51% to find better prices •  38% to read product reviews •  16% to know about

ingredients •  15% to add/remove things

from shopping list •  10% to find recipes

* Smart Shopping goes smartphone - October 2015 - Babycenter

Moms use a mobile phone while shopping* Moms look for deals


Moms behaviour changes around birth

•  Becoming a mom triggers a total brand re-evaluation and potential brand shift across a wide range of purchase categories*.

•  Increase of buying on e-commerce shops (att.: millennial mums!)

•  Well structured and ordered e-commerce site will help her

•  Big problem: one-click purchase is very seldom possible ⇒  Difficult to buy using smartphone ⇒  Close link to ‘normal’ e-commerce is always welcome

* Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by IAB, February 2015


Opportunities for mobile-first one-stop shops that are mum-oriented

Diapers.com does not only contain pampers, but also everything a mother may need: -‐  Feeding -‐  Clothing -‐  Gear (strollers,…) -‐  GiY cards -‐  Toys -‐  Household -‐  …

=> one-‐stop shopping for the mum on her mobile


•  Mums want to be helped in daily problems in order to have less stress.

•  Nutribén (independent spanish company) helps them when their child doesn’t want to eat.

DEMO: https://www.youtube.com/watch?v=HQJL18OMxO4

Mums want brands to help them in their daily life


And what about moms? (cont’d)

Moms feel insecure and want brands to help them: -  Is my daughter not to small for her age -  Does she eat enough? -  Does she sleep enough? -  What can I do to keep all my souvenirs from

her first months


They gather their information from a lot of sources* (table: Millennials in UK)

* Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-‐sponsored by IAB, February 2015.

0% 10% 20% 30% 40% 50% 60% 70%

Expert advice on parenting websites

Friends/Other parents you know in real life

Your/Your partner’s mom

Other parents on parenting social media

Mom Blogs

Parenting/Baby Apps

Other family

Other parents on mainstream social media

Healthcare provider

Books

Online videos

News sites (e.g., HuffPost Parents)

Magazines


But that’s the opportunity to help them in a centralised way:


And what about moms? (cont’d)

•  Mum is always worried and insecure about her children, also during her free time.

•  Mum will always there for her children, and her mobile phone will always be in the neighbourhood.

•  Mom relies on mobile media to make sure the kids are OK.

•  Limited version of ‘internet of things’ DEMO: https://www.youtube.com/watch?v=RlQCJXMDi8A


not moms oriented •  desktop 72% •  tablet + mobile 28%

moms oriented •  desktop 58% •  tablet + mobile 42%


So what is the conclusion?

•  Every brand and every app is different. •  Use your creativity, •  Try to put yourself in the skin of a mother and her

child(ren) •  Keep in mind the nature of moms, of children, and

general guidelines to make any digital communication towards children and mums successful.

•  Make it easy for mums, don’t complicate their life •  Make it fun for the kids


•  The simple fact that something is free won’t make a difference.

•  Create ‘real value’ •  Do not only promote on app

store – it won’t be found.

Avoid pitfalls free


Questions? Remarks?

THANKS!

engaging with the mobile family

Marketing