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SETTING THE STAGE
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ExpecEng Moms New Moms Moms
FLAVORS OF MOMS
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McCann Worldgroup
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Traditionalists occupy the fringes of a digital nation. These consumers have seen the biggest changes to the digital world around them.
Seniors can remember a time when TVs weren t even a part of the household, and now more than 40% of these households have an HDTV.
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BoomersSpend more dollars on-line than any other age group, buy more often and as wide a range of good and services as anyone.
They will be first generation to take digital technology completely into!older"age
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Gen-Xers are the masters of maximizing the functional benefits of technology.
They have mastered the art of using digital tools in a more functional manner, especially if it can help their household.
Twenty-six percent regularly use the Internet as an information source on food and cooking, and 61% use it for news.
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Gen-Yers live and breathe a digital social life.
They use digital channels to facilitate the social aspects of their lives:
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• Getting Educated about what’s to come
• Researching the latest solutions and devices
• Focused on nutrition and health of the baby growing inside
• There is still a pull on who they were before pregnancy -- the non-mom
ExpecEng Moms
• BEHAVIORS FLAVOR OF MOMS
McCann Worldgroup
• Using apps to manage the baby
• Using apps to stay in touch with the world
• Online communities for information
• Search ! Search ! Search!
• Products, Schools, Community
New Moms
• BEHAVIORS FLAVOR OF MOMS
• Real world schedules
• In the flow of life - apps that juggle adult needs and kids needs
• Focused on family and personal growth
• Gen X Mom is the first to grow up with tech, so they recognize it’s benefits
• Gen Y Mom’s don’t see working or staying at home as static stages
Moms
• BEHAVIORS FLAVOR OF MOMS
REAL TIME WORLD
“IT TAKES A
VILLAGE.”
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McCann Worldgroup
VIDEO Time spent with TV and Internet is now equal. For the first year ever, the amount of Eme US households report watching TV offline in an average week (13 hours) equals the amount of Eme they’re spending online *
SOMOLO Use of the mobile/social/local combinaEon will explode -‐ The term “mobile” will mean a lot more than mobile phones. **
SCREEN BLOOM MulEplex media. There will be a shia from three screens to many screens***
THE CLOUD BECOMES A CONSUMER TERM The current physical media formats will be the last as all media become digital.10 We are moving to the post-‐media-‐meltdown world
CURRENT TRENDS
*Forrester - December 21, 2010 Understanding The Changing Needs Of The US Online Consumer, 2010
**January 24, 2011 2011 Mobile Trends by Thomas Husson and Julie A. Ask for Consumer Product Strategy Professionals
***January 10, 2011 Disruptive Trends 2011 Product Innovation At Market Leaders Must Leverage Disruptive Strategies
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Encourages active citizenship, by offering a variety of platforms to report your concerns.
Report issues through our website, mobile apps, widgets, and voice mail.
SeeClickFixKnow what's happening. Now.
Localmind is a new service that allows you to send questions and receive answers about what is going on – right now – at places you care about.
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Ditto
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• 40 percent of ratings on Yelp is coming in through mobile devices• 50 million unique visits per month in eight countries
“Something is not right about the way the furniture is made..”
“I am highly disappointed and disgusted with the store..”
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