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BizReport : Research archives : June 21, 2012

Study: Moms find tech engaging, distracting

A new study out from Starcom MediaVest Group and Yahoo indicates global moms are finding technology both a help and a hindrance. Researchers surveyed 4,000 mothers around the globe; they found that most moms are both finding technology a way to bond/spend time with the family and as a distraction.

by Kristina Knight

Sound familiar? Likely we've all felt the way these moms have felt at one time or another. More moms (71%) found technology to be a way to spend time with the family but still over half (52%) say technology is a distraction during family times.

"More and more, moms are aware of both the opportunities and challenges that result from constantly being plugged in, and they are struggling to find a way to create moments that are memorable and lasting as opposed to just running down to-do lists," said Lauren Weinberg, VP, Research & Insights, Yahoo!.

"Brands have understood that moments are important to moms for many years. We've all seen these important moments showcased on brand creative. However, moms today don't want this just acknowledged. They need help in creating more of these moments that matter so much. The force of technology is elevating both the need and providing brands with new opportunities to help moms create more meaningful family time," said Adam Kruse, VP, Global Director, SMG.

What can tech brands do to more deeply engage moms and/or show moms how technology can help to create a deeper family connection? Starcom's advice is to help mother's adapt - focus content on ways family's can use a product - an internet-ready camera, for example, which shares pictures through social media - to extend those 'mom moments'.

Tags: female demographic, internet trends, mom marketing, Starcom MediaVest, Yahoo

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