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

January 28, 2016

The Mobile State of Parenthood

Parents globally post more photos, videos, links and status updates on Facebook than non-parents. Learn how parenting has become a digitally shared experience.

CONTENTS

    From posts about their baby’s first tooth to their kid’s first day of school, technology enables parents to share with family and friends both near and far the joys, challenges and lessons inherent in raising a child. Parenting has become a digitally shared experience.

    In observing behavior on Facebook, we see that parents globally post more photos, videos, links and status updates than non-parents.1 While conventional wisdom holds that people on the receiving end hate “sharenting,” their actions say they actually love or, at least, like it. On Facebook in the US, new parents’ posts about their babies receive 37% more interactions from relatives and 47% more interactions from friends than their general posts.2

    To explore how tradition and technology are shaping the realities of 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. We also gathered feedback from 8,300 parents and 5 parenting experts.

    We learned that technology—particularly mobile phones—has taken center stage in households across generations globally. For this second post in the Meet the Parents series, we examine how parents’ mobile phones have become their connective tissue to the wider world.

    I post funny things my kids do and I love reading the responses. Like when my daughter says something sassy yet very intelligent, I may post it. And the friends that know her always have great replies.

    Parent of a Young Child

    United States3

    Feeding Time is Facebook Time

    Feeding Time is Facebook Time

    The arrival of a baby transforms a parent’s life in an instant: less “gym Tuesdays” or “happy hour Fridays” and more afternoon power napping after late-night feedings. As children turn parents’ focus close to home, parents are relying on their mobile phones to stay connected to family and friends—and even to brands. New parents, in particular, use mobile devices as an escape—especially during early mornings.1 New parents in the US are active on Facebook in the wee hours, starting their first mobile sessions as early as 4am and peaking at 7am.4 In fact, by 7am, 56% of new parents have visited Facebook on their mobile device.4

    Mobile Grows Up with the Child

    Mobile Grows Up with the Child

    As a child grows, so too does mom’s and dad’s relationship with their mobile phones. Mobile serves a variety of emotional and rational needs for parents globally over the course of their parenting journey, enabling everything from the mom-needs-to-get-something-done moments to managing busy weekend schedules.5

    Sharing is Caring

    Sharing is Caring

    From major milestones to everyday toils and product reviews, everything is now shared digitally with an extended family. As parenting expert, Christine Gross, author of “Parenting Without Borders: Surprising Lessons Parents Around the World Can Teach Us,” described, “Facebook is just kind of like a lifesaver… because our lives are so busy … this is a quick way to connect with other parents and not feel so alone at all sorts of moments in the day … it really amplifies that feeling of connection.”3

    Indeed, with the exception of check-ins, moms and dads are more active on Facebook than non-parents.1

    It Takes a (Digital) Village

    It Takes a (Digital) Village

    Parents’ oversharing rallies friends and families and extends the modern “family” beyond the immediate household.

    Today, the average number of individuals helping to raise a child is 18, and we see this across all 8 markets studied.5 Additionally, over half of parents in Spain (55%), Mexico (54%) and Brazil (58%) say they are better than their parents at helping their child stay connected with their extended family.5

    We are shifting back to an extended family structure, albeit one of a more virtual kind. Thanks to technology, extended families are now more involved and parenting is more collaborative.

    It Takes a (Digital) Village

    It Takes a (Digital) Village

    Parents’ oversharing rallies friends and families and extends the modern “family” beyond the immediate household.

    In regards to my children, (Facebook is) more of a platform to show family and friends who I don't see on a regular basis a small view into our lives.

    Parent of a School Age Child

    Canada3

    What it Means for Marketers

    What it Means for Marketers

    • Deliver inspiring content for mobile moments

      Brands can create bite-sized content and catchy videos on mobile that will appeal to parents, particularly those adjusting to a new schedule.

    • Don’t assume parents’ needs are the same

      Brands need to understand the evolving role of mobile for parents and cater their messaging to address parents’ needs depending on their child’s age.

    • Join the extended family

      Brands can earn their way into parents’ trusted circle by helping to simplify and address the information overload and questions that arise, offering reassurance that everything’s going to be alright.

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