THE MODERN MOM: RESEARCH FINDINGSMAI , HARINI, & KAILA

MODERN FAMILY: OVERVIEW

• Segment defined by Time Warner Cable.

• “Young affluent home owners, most with kids, who are extremely tech savvy and willing to spend on services”

• MM Head of Household is between 18-59.

• 48% of Head of Households are between the ages of 18-49 in the US.

• High Internet Engagement

MODERN FAMILY: OVERVIEW

WHAT DOES OUR USER LOOK LIKE?

Female

Married

Two children

Age: 25-45

Upper middle class ($70k-120k)

Successful professional (i.e. Project manager at advertising agency)

Highly educated (at least a Bachelors degree)

Tech-savvy

Hobbies: Loves DIY, travel and entertaining.

PROFILE VALUES Health and Safety

Saving time

Simplicity

Value-Quality vs. price

Child enrichment

She puts family first

Indulgence (“Me time”)

Relationships (belonging and connecting)

Purchase decisions rely on her trusting the brand.

“The health and safety of their children is number one. They want to feel that companies sincerely care about

family health and well-being.” (MediaPost, August 2014)

WHY MILLENNIAL MOMS?

THEY ARE A HUGE MARKET THAT MAKE PURCHASING DECISIONS

“Studies have found that US women control up to 85% of household spending, meaning that 83 million moms represent 2.7 trillion dollars in annual sending” (Punchbowl, 2013)

83% of new moms belong to the “Millennial Mom” category (aka “iMom, Echo Boom Mom, Gen Y Moms)

Women initiate 80% of the home improvement purchases, and do most of their pre-purchase research online rather than in-store. (Chicago Sun Times 2013)

WHY MILLENNIAL MOMS?

THEY LOVE TECHNOLOGY

“These new parents have been raised on the internet, e-mail, SMS and IM and quickly adopted Facebook and social networking in their teens or early 20s.”

“In a recent study of over 1,000 people that included 300 moms and 300 college students, conducted through Mr Youth’s RepNation word-of-mouth influencer network, a nearly identical percentage of moms (49%) and college students (48%) agreed with the statement, “I am enthusiastic about learning about the latest products and technologies”. More surprisingly, moms are less likely than college students to feel overwhelmed by new technology and do not feel that it complicates their lives (40% of moms to 45% of college students).”

Social networking [for Millennials] is about more than using the latest technology. It reflects the social and group-oriented nature of millennials…Millennial mothers use online communities, websites, and blogs to get parenting advice or recommendations on products/services”.

61% of moms own smartphones, which is 13% higher than the general population. (Punchbowl 2013)

WHY MILLENNIAL MOMS?

THEY LOVE TECHNOLOGY

“Technology fuels mom economy” The smartphone has become a vital mom tool

Millennial moms believe technology is a tool for bonding with their families

They also believe the long term effect of technology does more good than bad

They know that kids will use technology, and it is a great resource, so parents want to keep updated and stay comfortable with technology so that the family can use it together

http://mccann.com/wp-content/uploads/2012/08/hi-res_Truth_About_Moms_for-web.pdf

http://www.childalert.co.uk/article.php?articles_id=468

http://www.spokesman.com/stories/2009/sep/28/wired-not-worried/

WHY MILLENNIAL MOMS?

THEY USE TECHNOLOGY

“[Millennials] are early adopters and active users of technological fashion products.” (Roberts, 2006)

U.S. moms spend an average of $822 on CE products each year and account for more than half of their household’s total CE spending. (Consumer Electronics Association, 2010)

“For Millennial Moms, sharing and participating in the conversation is fundamental: On average, they spend 8.3 hours daily consuming media – more than Gen X moms, and the amount of time spent on smartphones and tablets exceeds that devoted to PCs or laptops”.  (MediaPost, Feb 2014)

“According to BSM Media, moms’ primary objective in utilizing technology is for scheduling and to stay in touch with their busy families. In fact, 65% of moms utilize five or more separate technologies each day including video, blogs and wireless devices to multi-task.” (Mr. Youth and RepNation, 2013)

WHY MILLENNIAL MOMS?

THEY’RE LIKELY TO ADOPT WEARABLE TECH

“Trend tracker and futurist Faith Popcorn, founder and CEO of the Brain Reserve, thinks…moms will soon become some of the most fervent adopters of wearable and embeddable technology…for moms, wearable technology will be adopted much earlier – likely in two to five years.”

“’Moms may fantasize about unplugging, but she can’t and she won’t. Moms don’t want to be unreachable by their kids, partners, parents or friends. If anything, she wants more info,’ said Faith. ‘Let’s face it, moms often dream about being in two places at once. Wearable and embeddable technology is now being developed that will allow us to (almost) do that. We are watching as everyone from sex-toy entrepreneurs to scientists at MIT finding ways to “touch” long-distance. Technology will let her hug her loved ones even when they are separated by thousands of miles.’

Link to article: http://www.mediapost.com/publications/article/224938/the-embeddable-mom-of-the-future.html

Link to video of “Flying to the Future”. The part where she talks about the “Embeddable Future” is around 20 minutes, and the trend is called “Me Medium”. http://.vimeo.com/92732568

WHY MILLENNIAL MOMS?

THEY COULD BE A GATEWAY INTO THE AGING MARKET

64% of moms have read information posted about consumer electronics (CE) products and retailers. Among these moms, nearly two in three purchased a CE device as a result, and 51% recommended friends or family make a purchase (Consumer Electronics Association, 2010)

“As older parents tend to adopt new technologies used by younger parents within their play circles, Millennial Moms are influencing them as well.” (Mr Youth and Repnation Media, 2009)

MARKET VALIDATION: ROUND ONE INTERVIEWS

Last week, we interviewed 21 people who fit within the “Modern Family” profile, were 34-55 years old, owned their home, and had either a security system or home automation system.

Our purpose was for market validation: Is there a need or desire for Reemo within the Modern Family? Is this a feasible way for us to eventually reach the Aging in Place market?

Other takeaways Men found Reemo “cool”, while women found Reemo “useful”

33% of participants were mothers of the Modern Family household

100% expressed enthusiasm in utilizing Reemo tech

19% of people said they did not want to wear something on their wrist

MARKET VALIDATION: ROUND TWO SURVEYS

Who can you see using Reemo? Why?

“I could see my wife

(stay at home mom),

and only barely has

one hand free juggling

children.”

-

Modern Dad

“It seemed very interesting, would make my life easier. Also it would be cool to show off. I see myself using this.”

-Modern Mom

“25-40 age group. This age

group is very into technology. I

have a 65 year old parent that

would have too much difficulty

figuring the system out. They

can’t even figure out how to

turn the satellite on and off” -

Participant

MARKET VALIDATION: ROUND TWO SURVEYS

Based off of the information we received from interviews, we decided to target a slightly younger demographic in our next round of research. We collected data from 18-24 year olds (Millennials) and 25-45 year olds (Gen Xers) that have internet access, and owned their own home.

MARKET VALIDATION: ROUND TWO SURVEYS

Why would you adopt Reemo?

“This will give you the

ability to live in the

now and control the

things around you with

out fumbling to find

aps on your

smartphone.”

“It would give me more time to do the things I want to do and I'll sleep better at night knowing reemo will alert me if there is a problem.”

“Smartphones are too bulky.

Things like keys and other

tactile interfaces are tedious. I

like simple, practical and

reliable . I think safety uses

are probably the unsung hero

of this idea, manufacturing,

travel and security to name a

few. Imagine integrated

ID/passport/ticket info at an

airport.”

TOP 25 FEATURES OF REEMO

Top 25 results from the Reemo

Feature SurveyDim lights

Turn TV channels or volume

GPS navigation

Food consumption tracking

None in communication and social media

Monitor heart rate

Control thermostat temperatures

Finding Reemo (in case you take it off and cannot find it)

Emergency response button

Alert you when there is a window/door broken

Universal remote

Turn TV on/off

Alert you when there is a door left open

Alert you when there is smoke detected

Turn lights on/off by pointing at them

Keycard access to work, gym, etc.

open/close garage door

Keyless entry to car

Wake up alarm

Activity levels and calories burned throughout the day

Pedometer (track steps)

Alert you when there is carbon monoxide present

Track your sleep

Track your fitness

Keyless entry to your house (no searching for keys)

54%

61%

63%

63%

65%

65%

70%

70%

72%

74%

78%

80%

0 5 10 15 20 25 30 35 40

OTHER DESIRABLE FEATURES OF REEMO

Other results from the Reemo Feature Survey

SINCE REEMO IS A WRIST-WORN DEVICE,

WHICH DESIGN WOULD YOU WEAR DAILY?

#1 #2 #3

#4 #5

HOW TO MARKET TO MOMS

Second-wave feminism seems to be having a detrimental effect on the new mothers of today (who want to be called “The real mom”)

“real moms” now work, take care of children, do household chores, and still need to find time to have a life outside of the home.

The greater the opportunity to succeed, the greater the feeling they have of not measuring up

Therefore moms want to be embraced for all of who they are (not just mom)

They want marketers to give them permission to not be perfect

They want things that will ease the stress and workload, so they have more time to focus on what’s important

HOW TO REACH MOMS

Mr Youth’s recommendations on how to reach the millennial mom market.

“Today, Millennial Moms have quickly become technology’s early adopters, uber social connectors and a powerful online voice. The implications of the changes cannot be underestimated.”

(Mr Youth and Repnation, 2013)

NEXT STEPS

Verify important Reemo features to offer with this segment through our current survey

If we do decide to go forth with this target market:

Conduct trend research in the following:

Color (in both fashion AND accessories, for men and women)

Accessories (watches, bracelets; for men and women)

General fashion trends (in case they could be applicable to our design)

Zeitgeist trends

Conduct trend research in technology, particularly with smartphones and wearables

FuelBand, FitBit, Apple iWatch, and MisFit

Pin down materials, color offerings, and shape/form of product.

Design, design, design!