Facebook IQ: Digital Research and InsightsFacebook IQ: Digital Research and Insights

January 11, 2016

Meet the Parents: Series Introduction

Parenthood is mobilehood. Discover how parenting has evolved in light of parents’ new partner in hand—technology.

CONTENTS

    Facebook IQ will explores how tradition and technology have shaped the realities of parenting across generations and geographies. This first in a series of blog posts will cover 3 overriding themes we observed across the 8 countries studied.

    While the mission of parenting may be timeless, the journey looks different than it used to, thanks to a confluence of cultural, societal and technological changes. Today’s parental landscape is increasingly varied, and the very definition of family has expanded.

    It’s 4am. The alarm isn’t ringing. It doesn’t need to anymore. Mom traded her evening bag for a diaper bag months ago. And on game night, the game Dad is now focused on is “tucking in” breaks, ranging from 5 to 50 minutes.

    Indeed, families come in all shapes and sizes. Moms are choosing to have children at later ages, and dads are more involved in raising children. Meanwhile, mobile-first Millennials are becoming parents and bringing their tech-savvy ways to bear, all while children’s voices are gaining influence at home.

    From speaking to parents globally, we learned that some things haven’t changed. Having a child has a huge impact on a parent’s life. 83% of parents globally describe their family as loving, and 77% say their family is happy.1 But coupled with that optimism are heightened stressors, as well: 48% of parents say they are concerned about money, and 39% say they are time-crunched.1

    I think this generation of parents has changed radically in that the nuclear family has changed radically. No longer is there a mom, dad and 2.5 kids.

    Parent of a Teenager

    Canada 2

    To gain a comprehensive understanding of modern parenting, Facebook IQ embarked on a multi-phased research study of 25–65-year-old parents of infants, toddlers, adolescents and teens around the world. We analyzed Facebook and Instagram data across 8 markets (Australia, Brazil, Canada, Germany, Mexico, Spain UK and US) and commissioned quantitative work, conducted by Ipsos Media CT, and qualitative research, led by Sound Research. Collectively, we gathered feedback from 8,300 parents and 5 parenting experts.

    Facebook IQ will explores how tradition and technology have shaped the realities of parenting across generations and geographies. This first in a series of blog posts will cover 3 overriding themes we observed across the 8 countries studied.

    Video: Meet the Parents

    Video: Meet the Parents

    Parenthood is Mobilehood

    Parenthood is Mobilehood

    Having a child changes everything, including parents’ relationship with their mobile phone. Moms’ and dads’ mobile phones have become their lifeline to managing schedules, keeping tabs on teens and sharing their kids’ key milestones. By observing behavior on Facebook, we see that parents overindex on mobile usage. In fact, parents globally spend 1.3X more time on Facebook mobile than non-parents.3

    Mobile devices aren’t just about navigating the confusing waters of parenthood, they are also helping parents make more informed purchasing decisions. Equipped with their mobile devices, parents can get opinions, price comparisons and reviews before they make purchasing decisions. This is particularly true for Millennial parents (ages 18–34), who are 30% more likely than Boomer parents (ages 50–65) to use their mobile devices to make more informed purchasing decisions.1

    I've always believed that being with family is the most important thing, really. Top try to be united, being well, together through thick and thin... Sometimes things are tough so we must try to put on a brave face when facing anything. And to seek whatever presents itself on any given day.

    Parent of School Aged Child

    Mexico 2

    The Wider Web of Influence

    The Wider Web of Influence

    With their attachment to mobile and to technology in general, parents today have greater access to more information and opinions on everything from breastfeeding to education, allowing them to validate, reinforce or question their perspectives and actions. 83% of the parents we surveyed globally said they have access to more information than their parents did.1 70% say they’re more informed than their parents were—this is particularly true for 76% of Boomers,1 who gained access to the Internet and mobile devices later in life than their younger counterparts.

    Having such unprecedented access to information can be a double-edged sword. On one end, technology allows parents to gather support from friends, family and other sources, while on the other, parents are also at risk of feeling more confused than confiden

    There’s no right way to parent a child, but with the proliferation of parenting advice, it’s easy to feel that there’s a wrong way.

    As moms and dads are getting more informed, so are their children. A child exercises a significant amount of influence over household purchasing decisions. And as the child grows, so too does their knowledge, with kids becoming de facto experts in certain categories. Over 50% of parents globally say their child has more impact on purchasing decisions than they did in their family growing up.1 And 50% believe they listen to their child more than their parents listened to them.1

    On one hand, the digital helps us determine the best products, deals and methods of parenting. But, on the other hand, it causes us to do a lot of second guessing, which can be destructive on a parent's confidence level.

    Parent of baby

    Canada

    Parents are People First

    Parents are People First

    While parents are sharing more decisions with their children, they are also learning to prioritize their own needs so they can be better equipped to tend to their family. 38% of parents say their family is at its best when they are at their best.1 Parents are increasingly realizing that if they take care of themselves first, they’ll be able to deal with their daily responsibilities and stresses and tend to their family’s needs in a loving and energetic way.

    As soon as I drop them off at school, I go running … I feel stressed out all day long. I think when I go running [it’s] the only time I have for myself, getting relaxed and having some coffee. And after that I have to cook … my kids get home, I have to feed them, drive them to their activities.

    Parent

    Mexico2

    So, while parents use hashtags like #tired and #familytime, they also often use hashtags that speak to not only their own health and wellness but also their personal passions.3

    What it Means for Marketers

    What it Means for Marketers

    • Deliver Snackable Content for Mobile Moments

      Create bite-sized, image heavy content and catchy videos that will appeal to parents during stolen moments for self when they can't be reached elsewhere. During the first days and years of being a parent, mobile can serve as a gateway to tips, products, and inspirations.

    • Empower Parents to Embrace their own Parenting Style

      Empathize with the struggle parents face—that whil they can feel more confident to go their own way, they also feel vunerable to external criticism or judgment. Marketers can help parents feel validated in their own individual parenting style.

    • Remember Parents are People, too

      Recognize that moms and dads have rich lives and interested outside of their children. Brands should give them permission to and extol the virtures of putting on their own oxygen masks first.

    Next in People Insights



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