building a digital presence in the daily life of the new family

1 © Dreammachine - p

Brussels, Oct 27


Short: Digital Family Marketing 2015

#DFM15


•  Website projects •  Digital brand activations •  Mobile projects •  Communication services

Overview of services

4 Dreammachine presentation, p

Overview of services


Some of the brands we have worked for…

6 © Dreammachine - p 6 © Dreammachine - p

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


What is ‘the new family’?

DIVERSITY


WE’VE COME A LONG WAY…

1978 Video on

https://www.youtube.com/watch?v=4X4MwbVf5OA


THE NEW FAMILY IS DIVERSE

Video on https://www.youtube.com/watch?

v=2xeanX6xnRU


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


•  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


•  Still more families with married parents

Flemish households with kids living with their parents



Single parents


•  Strikingly less maried households

•  More single parents

Walloon households with kids living with their parents



Single parents


•  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



Single parents


% BOOMERANG KIDS


Millennials: What is a milestone classifying a person as an adult?

ZenithOptimedia


•  Less births with 20-24 mums than 35-39 mums in 2014.

•  First child at 28 (average). •  1.7 children per woman.

Parents’ ages


GROWING INVOLVEMENT OF DADS IN THE HOUSEHOLD


MARKETING TO DADS


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%


What is the new family’?

NEW DYNAMICS & LINES OF INFLUENCE


THE FAMILY TRIBE – UNFLUENCE OF THE EXTENDED FAMILY & PEERS

76% of retired say they lack time.

Source: KBC - SeniorenNet Onderzoek ‘pensioen’ / zomer 2009


SPRITE: THE ‘FRAMILY’


JETBLUE: ‘BIOLOGICAL TIES ARE OPTIONAL.’


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’


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


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.”


... ‘imperfect’ mums


v=m1DUhh_3tOw


LG: #MomConfessions


Social web: peer-pressure + peer influence

stress fomo advice influence

am I doing well?


Demographic targeting used to be straightforward...

Female Married 25-44


The family as a consumer – new dynamics of influence

Female Married 25-44


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


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


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


Posts from another mum are 55% more influential than posts from a brand BabyCenter, Social Mum Report 2013


59% of mums ever bought something because a mom recommended it on a parenting site. BabyCenter, Social Mum Report 2013


Whom do they seek advice from?

60% vs 65% 46% vs 53% millennial mums millennial mums


Other mums Family


Touch points with digital families

DEVICES IN THE HOUSEHOLD


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


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


none 10%

1 65%

2 or more 25%

Television


none 11%

1 53%

2 or more 36%

Laptops


none 55%

1 41%

2 or more 4%

Desktop computers


none 28%

1 21%

2 or more 51%

Smartphones


none 34%

1 49%

2 or more 17%

Tablets


Kids tablets?


none 77%

1 15%

2 or more 8%

Gaming devices

none 61%

1 30%

2 or more 9%

portable not portable


Some controllers too complex before 6.


none 7%

1 47%

2 or more 46%

Digital photo and video cameras


By 2020 almost everything in the household will have a sensor.


Digital touch points with families

FOCUS ON MUMS


Millennial mums own significantly more devices than the average population


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


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


Belgian millennial mums are more connected

Online between 3h and 7h a day.

3:45h

of surf a day on average



Different activities have other peak hours during the typical day



Throughout the day...



Also in Belgium: prime time is digital, multiscreening = the normal

Most are connected all day long

Multi screening is a habit

55%



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


Le Chat: informations about skin-problems

Brands tap into mum’s hunger for medical informations by offering quality health-related content.


Convenience


Millennials tend to buy more online when becoming a mum


DIGITAL EXPOSURE ENHANCES IMPACT


In digital communications, which visuals catch your eye?


Touch points with the digital family

FOCUS ON KIDS: THE KIDS WANT FUN!


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


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


Screen time

Wall Street Journal Oct 12 2015


Access of young children to digital devices (0-6, Wallonia)

ONE research: Les enfants et les écrans.


Young kids (0-6) activities: 1. tv/video 2. pictures 3. games

ONE research: Les enfants et les écrans.


Apestaartjaren 5 (2014)


8-10: Video is king


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


Kids + parents

(Yahoo/Ipsos 2015)


(Yahoo/Ipsos 2015)

Kids + parents


1.  Focus on engagement with mums: Barbara Haddad.

2.  Focus on mobile: Guido Janssens 3.  Focus on dads: Joelle Liberman

What’s next?


Pre-announcement The Digital Kids Marketing Congress + The Digital Family Marketing Congress

2 full days June 2016


Speakers DKMC 2014


Pictures DKMC 2014


Some subscribers to our conferences about Digital Kids marketing


Details will follow on www.digitalkidsmarketing.com


Families are ‘demanding early adopters’ (and a recap!)


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