This presentation is part of a congress organized by Dreammachine Kids, in Brussels, October 27 2015. The title of the congress was 'Building a Digital Presence in the Daily Life of the New Family'. Further presentations from the day are available on the Dreammachine Kids account.

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How to engage
with the mobile
family.
Guido Janssens
Dreammachine Kids

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22 US millennial moms
one week without a mobile
What happens?
Listen to Rebecca:
Source: Babycenter Mobile-less Moms Challenge – August 2015
A 2015 mom without a
mobile…
Rebecca’s torture
chamber

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About 3 minutes into the trip to the
supermarket my 11 year old asks for my phone.
She's bored and wants to look at my Facebook,
Instagram or pictures.
Hit the diaper section, wishing I could use my
calculator to see what's the best deal on diapers.
Dang it! 7 year old wants to look at toys. Finds
toy he wants. Awesome! Can't check to see if it's
cheaper somewhere else or if there's a
Cartwheel for it. No dice, buddy, Momma
doesn't like to pay full price.
Everybody is getting frustrated now. Of course,
I don't have my phone so there's no telling how
long we've been in this torture chamber!
Finally arrive back home and swear we will
NEVER DO THAT AGAIN!
Rebecca’s torture
chamber

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28% of UK mums admitted that
their smartphone occasionally
comes between them and their
family.*
*BabyCenter UK – The rise of the mobile mum

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SMARTPHONE = MUM’S SWISS KNIFE

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Mobile penetration is lagging behind compared
with other countries.*
• Only 20% of internet usage goes through
mobile devices
– 53% of Belgian users sometimes use mobile
phones to go on the web (75% worldwide)
– 38% of Belgian users use tablets to go on the
web (38% worldwide)
– Belgian mobile users spend 0,83 hours/day on
mobile internet(1,97 worldwide)
• Wearable devices extremely niche
– E.g. Belgium: 3% wristwatch vs worldwide 11%
* figures from GWI Market Report Q1 2015 by globalwebindex and ZenithOptimedia
Belgian situation is not so
extreme
GWI
Market
Report
Q1
2015
by
globalwebindex
and
ZenithOp?media

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Who are these mobile
users in Belgium?

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Mobile & age groups in Belgium (total
population)*
*
figures
from
GWI
Market
Report
Q1
2015
by
globalwebindex
and
ZenithOp?media

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What do they do?
Total population!*
mobile
%
tablet
%
social
networking
24
14
webmail
22
15
internet
banking
21
11
manage
social
media
profile
19
11
use
instant
messenger
19
11
watch
video
clip
18
13
check
weather
18
9
search
product
17
12
upload
photos
15
8
review
product/brand
14
11
play
online
game
14
10
loca?on
based
search
14
7
informa?on
about
leasure
13
10
purchase
product
11
8
music
streaming
11
7
*
figures
from
GWI
Market
Report
Q1
2015
by
globalwebindex
and
ZenithOp?media

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Digital mums own
30 to 40% more devices than
the average Belgian population
Source: Egerie Research

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26% of mums have taken a picture of
a product within a shop.
Table: BabyCenter, Mobile Mum Report

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So how can we
engage the mobile
family?

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in their interaction with their
children & their education
• Let the children play and have
FUN (and leave mom & dad
alone from time to time)!
• Let the children learn!
Moms seek convenience
in their daily live:
• Make their life easier:
– Daily work in the house
– Shopping
– Give her more time for
herself
• Find information, help them
combat her uncertainty
Moms seek convenience

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in their interaction with their
children & their education
• Let the children play and have
FUN (and leave mom & dad
alone from time to time)!
• Let the children learn!
Moms seek convenience

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22% of smartphone applications are downloaded
specifically for children in the UK.*
83%: ‘interactive educational content is
important’
*BabyCenter UK – The rise of the mobile mum
What do parents want their kids
to do on mobiles?
81%
problem
solving
74%
creativity
73%
areas of
interest
66%
specific
skills
83% say
‘interactive
educational
content is
important’

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What do parents want their kids to do on
mobiles? (continued)
What is NOT important to parents in
educational process on mobile:
• Tests, multiple choice questions
• Accreditation by teachers, endorsement by
schools, links to current lesson plans

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Fast growing interest for e-books for
young adults and children (475% YOY-
growth)
* Source: How Parents and children read, learn and buy digitally - J. Alison Bryant – Playscience
What do children want to do
on mobiles (4-8 year)*
0% 50% 100%
play games
watch videos
look at pictures
read or listen to
stories
look at websites
98%
79%
76%
63%
47%

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Thanks to their design, children can
already use tablets from an
extremely early age as opposed to
computers and mobile phones
Case: Bubl « Digital Art for
Babies » on tablet.They made an
application for 1 year old babies
- Black & white (contrast vision)
- No text, no buttons, no
interface
Children: let them play
(& learn): Bubl

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Children: let them play : Bubl (continued)
- Based on research:
- Don’t imitate real objects (a real colouring book is always better than a fake one)
- Improve Parent/child communication
- Profound usability studies (for example no background, no buttons, no
instructions, use of black & white to have higher contrast,…)
- Appeal to parents:
- Trigger creativity of the child
- Expose the child to new, non-repetitive triggers (always new)
- « Interactive Rattle: develops perception of shapes and sounds »
- Artistical
- Original soundscapes with much variation
- Merging of the arts (« Gesammtkunstwerk » for babies)
- Play together!
DEMO: https://www.youtube.com/watch?v=ZSGR92a_CG4

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Dr. Panda is an example of using these practical
‘live’ skills as opposed to skills that are tought in
school in a very simple way
• 3 – 8 years old
• 22 mio downloads in 2014
• Easy distribution:
– No language, no text (also for practical reasons)
– Mix between East & West
• Role play & live skills!
– Example: learn to behave in a restaurant and
learn to make a sushi
DEMO:
https://www.youtube.com/watch?v=774Lh7BcsQo
What do parents want their
kids to do on mobiles? (cont’d)

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Mobile apps for children can be centered
around a brand: Woeffies case
• EuroShoes kids’ brand
• Adult website, kids website, kids mobile
application
• App and kids website: edutainment for
preschoolers
• Build in the first place around the logo (dog),
in the second place around kids shoes

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Website & mobile app
Woeffies
Euro Shoe, 2013

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Moms shop!
• Moms 33% more likely to buy
using smartphone
• 66 % of moms use mobile
phone from start to end of
buying process.
And what about moms?
Getting
ideas
Getting
recommen
-dations
Compare
features
Compare
prices
Find
coupons/
deals
Decide
where to
buy

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In the US (2015) moms used a
mobile phone in point of sales:
• 64% to get a coupon
• 51% to find better prices
• 38% to read product reviews
• 16% to know about
ingredients
• 15% to add/remove things
from shopping list
• 10% to find recipes
* Smart Shopping goes smartphone - October 2015 - Babycenter
Moms use a mobile phone
while shopping*
Moms look for deals

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Moms behaviour changes around birth
• Becoming a mom triggers a total brand re-evaluation
and potential brand shift across a wide range of
purchase categories*.
• Increase of buying on e-commerce shops (att.: millennial
mums!)
• Well structured and ordered e-commerce site will help
her
• Big problem: one-click purchase is very seldom possible
⇒ Difficult to buy using smartphone
⇒ Close link to ‘normal’ e-commerce is always welcome
* Source: BabyCenter 21st Century Mom® Insight Series: 2015 State of Modern Motherhood Report, co-sponsored by
IAB, February 2015

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Opportunities for mobile-first one-stop shops
that are mum-oriented
Diapers.com
does
not
only
contain
pampers,
but
also
everything
a
mother
may
need:
-­‐ Feeding
-­‐ Clothing
-­‐ Gear
(strollers,…)
-­‐ GiY
cards
-­‐ Toys
-­‐ Household
-­‐ …
=>
one-­‐stop
shopping
for
the
mum
on
her
mobile

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• Mums want to be helped in
daily problems in order to
have less stress.
• Nutribén (independent
spanish company) helps them
when their child doesn’t want
to eat.
DEMO:
https://www.youtube.com/watch?
v=HQJL18OMxO4
Mums want brands to help
them in their daily life

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And what about moms? (cont’d)
Moms feel insecure and want brands to help
them:
- Is my daughter not to small for her age
- Does she eat enough?
- Does she sleep enough?
- What can I do to keep all my souvenirs from
her first months

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They gather their information from a lot of sources*
(table: Millennials in UK)
*
Source:
BabyCenter
21st
Century
Mom®
Insight
Series:
2015
State
of
Modern
Motherhood
Report,
co-­‐sponsored
by
IAB,
February
2015.
0% 10% 20% 30% 40% 50% 60% 70%
Expert advice on parenting websites
Friends/Other parents you know in real life
Your/Your partner’s mom
Other parents on parenting social media
Mom Blogs
Parenting/Baby Apps
Other family
Other parents on mainstream social media
Healthcare provider
Books
Online videos
News sites (e.g., HuffPost Parents)
Magazines

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But that’s the opportunity to help them in a
centralised way:

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And what about moms? (cont’d)
• Mum is always worried and insecure about her
children, also during her free time.
• Mum will always there for her children, and
her mobile phone will always be in the
neighbourhood.
• Mom relies on mobile media to make sure the
kids are OK.
• Limited version of ‘internet of things’
DEMO:
https://www.youtube.com/watch?v=RlQCJXMDi8A

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not moms oriented
• desktop 72%
• tablet + mobile 28%
moms oriented
• desktop 58%
• tablet + mobile 42%

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So what is the conclusion?
• Every brand and every app is different.
• Use your creativity,
• Try to put yourself in the skin of a mother and her
child(ren)
• Keep in mind the nature of moms, of children, and
general guidelines to make any digital
communication towards children and mums
successful.
• Make it easy for mums, don’t complicate their life
• Make it fun for the kids

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• The simple fact that
something is free won’t make
a difference.
• Create ‘real value’
• Do not only promote on app
store – it won’t be found.
Avoid pitfalls
free

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Questions? Remarks?
THANKS!