Virtue ethics & Effective Altruism: What can EA learn from virtue ethics?
Mom study 2012 final 8.2.12
1. eMoms 2012:
A BlogHer, Inc.
Photo credit: Blog: Whatever: Meg Duerksen
Study
BlogHer 1
2. In July 2012, BlogHer fielded a study about moms, kids,
technology usage and social media. The questionnaire was
fielded with both the BlogHer Visionaries Panel as well as a
general U.S. online population.
BLOGHER SAMPLE TOTAL U.S. ONLINE POP
Survey fielded to BlogHer Visionaries Survey fielded in 12 U.S. markets
Panel including N.Y., Boston, Atlanta,
Chicago, Dallas, Portland, San Diego,
N= 669 Moms 18+ Denver, Seattle, Los Angeles,
Philadelphia, Wash D.C.
N = 433 Moms 18+
TOTAL Combined Sample of 1,102 moms
Source: eMoms 2012, a BlogHer , Inc. study BlogHer 2
3. Key Findings:
Moms are “hyper-connected”, with 99% owning a computer
and 83% owning a smartphone
Toddlers are using their moms’ devices, with more than half of
moms reporting their children under 3 use their laptops
Blogs are the most trusted social media channel for parenting
advice and information
Blogs also build more confidence around parenting skills,
than other social media channels
More than half of online moms make decisions for their
families based on blog advice, such as purchasing a food
product (56%) or watching a TV show (54%)
Source: eMoms 2012, BlogHer Inc. BlogHer 3
4. Moms hand over their tech at increasing rate
Age First Used Device: 3 Years and Under
THE AGE KIDS ARE ALLOWED TO OWN THESE DEVICES IS SIGNIFICANTLY HIGHER
2011 2012
48% 51%
24% 23%
21%
12% 3% 10%
Laptop/ mp3 Player Tablet eReader
Desktop
35%
34% 35% 30%
27% 34%
Digital Regular
Smart
Camera Mobile
Phone
Phone
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102; 2011 Moms and Tech, N = 1,038 BlogHer 4
5. Mom’s tech ownership is high for all devices
Mom Owns
120%
99% 98%
100%
85% 83%
80% 76%
57% 56%
60% 49% 49%
40%
20%
Brand Image/Logo
0%
Laptop/ Digital mp3 Player Smart Video Hand Held Tablet Regular eReader
Desktop Camera Phone Game Video Mobile
Console Game Phone
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 BlogHer 5
6. Connectivity drives privacy concerns
Level of Concern Top 2 Box (Extremely/Somewhat) concerned
79%
77% 64%
83% BLOGHER SAMPLE
57% 59%
TOTAL U.S. ONLINE POP
Laptop/Desktop
53% 40%
Smart Phone
21%
25%
Tablet 18%
Regular
Mobile Phone
22%
Video Game 12%
Console 19%
11%
eReader
19%
11%
Hand Held 22%
Video Game
9%
mp3 Player
Source: eMoms 2012, a BlogHer Inc. study Digital Camera BlogHer 6
7. Moms trust blogs for parenting advice
Q “Do you trust the parenting information and advice from the following media?”
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
90%
72%
67%
64% 60%
51% 36%
31% 29% 28%
28% 18%
22% 16%
Blogs
Source: eMoms 2012, a BlogHer Inc. study BlogHer 7
8. GenX Moms are the most plugged in to seeking
parenting advice across social platforms
Q “Do you trust the parenting information and advice from the following media?”
18-27 28-45 46-64
TOTAL U.S. ONLINE POP
64%
64% 72% 60% 62% 66%
38% 37%
34% 36% 34% 33% 17%
28% 25% 27% 23% 23% 16%
17% 13%
Blogs
Source: eMoms 2012, a BlogHer Inc. study BlogHer 8
10. Two-thirds of moms report higher mobile usage
Q “Are you using mobile phones more or less compared to last year?”
Same
31%
More
Less 64%
5%
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 BlogHer 10
11. What are moms doing on mobile?
The missed opportunity for mobile is that only 40% are using it for shopping or coupons.
Top 5 out of 10 Choices
97% 95% 90%
80% 75%
Brand Image/Logo
MAKE ACTUAL SEND TEXT MESSAGES CONNECT WITH CHECK E-MAIL CHECK SOCIAL
PHONE CALLS FRIENDS AND FAMILY NETWORKS
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 BlogHer 11
12. Two-thirds of moms report higher mobile usage
Q “Which screen do you depend on the most?”
% Depending on
Rank Screen it the Most
#1 Mobile Phone 75%
#2 Laptop 63%
#3 Desktop PC 31%
#4 TV 29%
#5 Tablet or iPad 22%
#6 eReader 6%
Source: eMoms 2012, a BlogHer, Inc. study; Combined sample, N = 1,102 BlogHer 12
13. eMoms bring Mobile to every room
of the house
Mobile is the only device that makes it into the bathroom and kitchen
Bedroom:
Bathroom: • Mobile
• Mobile • Laptop
• TV
• eReader
• Tablet
Living Room: Office:
• Mobile • Mobile Kitchen:
• Laptop • Laptop • Mobile
• Tablet • Desktop
• TV
• Desktop
• eReader
Source: eMoms 2012, a BlogHer Inc. study; Combined sample, N = 1,102; “What rooms of the house do you
use each of the following tech devices?” BlogHer 13
15. The enduring hot-button parenting issues
#1 issue with 65% of both samples: Working Moms vs. Stay at Home Moms
Next three most important issues by sample:
BlogHer Percent Gen Pop Percent
Breastfeeding 52% School issues 62%
Brand Image/Logo
Spanking 44% Spanking 60%
School issues 42% Bed time issues 43%
Source: BlogHer Mom Study 2012 BlogHer 15
16. BlogHer Moms Heat-Up the Parent Discussions Online
TOTAL U.S. ONLINE POP ✔ = #1 response
Offers Diverse
Heats it Up Cools it Down Offers Advice
Opinions
Stay at home vs.
working moms ✔ ✔
Breast feeding ✔
Spanking
School Issues ✔ ✔
Brand Image/Logo
Helicopter Parents ✔
Bedtime issues ✔
Kids gone wild in
public ✔
Traditional vs. non-
traditional families ✔
Source: eMoms 2012, a BlogHer Inc. study; “How do online discussions effect issues; Heat up, Cool Down, Offer
Advice, Offer Diverse Opinions” ; General Online Population, N = 433 BlogHer 16
17. Parenting advice and information from blogs
builds the most confidence
What Helps Build Parenting Skills?
BLOGHER SAMPLE
TOTAL U.S. ONLINE POP
81% 41%
60% 26% 15% 27%
Brand Image/Logo
9%
57% 51% 19% 18% 12% 13% 5%
Blogs
Source: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?” BlogHer 17
18. Blogs build the most confidence for moms
across all ethnicities
African
Asian Latino White
American
Blogs 57% 85% 67% 74%
Facebook 52% 73% 56% 57%
Twitter 24% 44% 34% 34%
Brand Image/Logo
YouTube 30% 38% 27% 15%
Pinterest 15% 31% 21% 24%
Source: eMoms 2012, a BlogHer Inc. study; “What helps bulid confidence for your parenting skills?”, Combined
Sample, N = 1102 BlogHer 18
19. Parenting blog advice leads to action
Actions Based on Mom Blog Recommendations
78% 63%
Read a book
75% 44%
Forwarded post to friend
TOTAL U.S. ONLINE POP
BLOGHER SAMPLE 64% 56%
Purchased food product
53% 54%
Watched TV show
50% 45%
Purchased toy
48% 48%
Purchased baby product
Source: eMoms 2012, a BlogHer Inc. study BlogHer 19
20. Tell us about a time you used parenting
advice from a Blog or Social Network
What the Moms said in their own words….
“I have often
turned to social
media for help “At a
“I looked at other
in supporting my gathering,
single moms blogs “I look up
son, who has discussing an
for advice on how blogs on how
ADHD and ASD. issue, referred
they raise their to save
I have used to a parenting
sons to be happy money to
many different blog, gave the Image/Logo
Brand
and healthy and give tips to
blogs as a web address,
strong young men other
springboard for and talked
with good families”
discussions of about the
character”
specific perspective”
behavioral
issues.”
Source: eMoms 2012, a BlogHer Inc study; “Tell us about a time when you used advice or recommendations from
a parenting blog” BlogHer 20
