This is the presentation of the introductory session 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'. This presentation sets the scene and pictures the digital life of the new family, as it is in Belgium 2015. Further presentations from the day are available on the Dreammachine Kids account.

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Brussels, Oct 27

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Short: Digital Family Marketing 2015
#DFM15

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• Website projects
• Digital brand activations
• Mobile projects
• Communication services
Overview of services

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Overview of services

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Some of the brands we have
worked for…

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1. Gerda Van Damme
– The new family
– Their digital daily life
2. Barbara Haddad
#MumValue
3. Guido Janssens
Engaging with the mobile family
4. Joelle Liberman
Digital dads
Agenda of today

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What is ‘the
new family’?
DIVERSITY

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WE’VE COME A LONG WAY…
1978
Video on
https://www.youtube.com/watch?
v=4X4MwbVf5OA

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THE NEW FAMILY IS DIVERSE
Video on
https://www.youtube.com/watch?
v=2xeanX6xnRU

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Married with children:
still down with 3,5% in last 2 years (-0.8% on total households)
21,40%
21,60%
21,80%
22,00%
22,20%
22,40%
22,60%
22,80%
2013
2014
2015

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• A majority of household is still
married
• Of those, a rising number of
families are recomposed after
divorce
• Also of those, a rising number of
families have same-sex parents
• About 10% of kids in Belgium live
in ‘recomposed’ families after
divorce.
è Not all of those married families are
‘traditional families’.
Belgian households with kids
living with their parents
Married with children
Unmarried with children
Single parents

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• Still more families with
married parents
Flemish households with
kids living with their parents
Married with children
Unmarried with children
Single parents

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• Strikingly less maried
households
• More single parents
Walloon households with
kids living with their parents
Married with children
Unmarried with children
Single parents

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• More married families than in
Wallonia
• Strikingly more single parents
and less families living
together without marriage
Brussels (region) households
with kids living with their
parents
Married with children
Unmarried with children
Single parents

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% BOOMERANG KIDS

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Millennials: What is a milestone classifying a
person as an adult?
ZenithOptimedia

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• Less births with 20-24 mums
than 35-39 mums in 2014.
• First child at 28 (average).
• 1.7 children per woman.
Parents’ ages

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GROWING INVOLVEMENT OF DADS IN THE
HOUSEHOLD

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MARKETING TO DADS

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MARKETING TO DADS

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Men looking for
back-to-school content
Yahoo, February 2014, Acing the 2014 back-to-school shopping season
Yahoo: half of the visitors on their
back-to-school content are men.
50% 50%

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What is the new
family’?
NEW DYNAMICS &
LINES OF INFLUENCE

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THE FAMILY TRIBE – UNFLUENCE OF THE
EXTENDED FAMILY & PEERS
76% of retired
say they lack
time.
Source: KBC - SeniorenNet Onderzoek ‘pensioen’ / zomer 2009

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SPRITE: THE ‘FRAMILY’

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JETBLUE: ‘BIOLOGICAL TIES ARE
OPTIONAL.’

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Babyboomers
Generation X
Generations Y (Millennials)
Generation Z
(Generation alpha)
DIVERSITY IN PARENTING STYLES
Clear views in
society about
‘how it should
be done’
Do it ‘your way’

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Babyboomers
Generation X
Generations Y (Millennials)
Generation Z
(Generation alpha)
DIVERSITY IN PARENTING STYLES
Clear views in
society about
‘how it should
be done’
Do it ‘your way’
uncertainty

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copyright: instagram.com/siskaschoeters
Searching for judgement-free zones
91%
of mums have ever
judged other mums
(5% up for Millennials)
Yahoo/Ipsos 2015 ‘Momfessional-
study’)
“Als ik de kinderen in
bed leg, denk ik soms:
'Yes! Ik ben zeven uur
van die kleine fuckers
verlost.”

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... ‘imperfect’ mums
Video on
https://www.youtube.com/watch?
v=m1DUhh_3tOw

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LG: #MomConfessions

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Social web: peer-pressure + peer influence
stress
fomo advice
influence
am I doing well?

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Demographic targeting used to be
straightforward...
Female
Married
25-44

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The family as a consumer –
new dynamics of influence
Female
Married
25-44

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Kidsfluence
Yahoo, February 2014, Moms’ Online Habits and Preferences
91%
of mums say
kids influence
their grocery
store purchases
27%
of mums say
kids are very
influential

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The old adagio:
Market to kids and get them to
nag to mum to buy.
1990
The new adagio:
Market to the concensual family
nucleus and get them to chose
your brand together.
2015

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Belgian digital millennial mums engage more
with social networks
90% vs 57% 22% vs 2%
72% 6%
use it everyday tweet every day
Digital Mums, Egérie Research, 2014

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Posts from another mum are
55% more influential than
posts from a brand
BabyCenter, Social Mum Report 2013

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59% of mums ever bought
something because a mom
recommended it on a
parenting site.
BabyCenter, Social Mum Report 2013

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Whom do they seek advice from?
60% vs 65% 46% vs 53%
millennial mums millennial mums
Yahoo, February 2014, Moms’ Online Habits and Preferences
Other
mums
Family

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Touch points with
digital families
DEVICES IN THE
HOUSEHOLD

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The typical family with children under 6 in the south of
Belgium has 8 screens in the house, of 6 types on average.
ONE research: Les enfants et les écrans.
Number of screens
Frequency

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Most of these ‘screens’ are used in the
family-spaces of the house.
ONE research: Les enfants et les écrans.
Number of screens
Frequency

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none
10%
1
65%
2 or more
25%
Television

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none
11%
1
53%
2 or
more
36%
Laptops

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none
55%
1
41%
2 or
more
4%
Desktop computers

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none
28%
1
21%
2 or
more
51%
Smartphones

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none
34%
1
49%
2 or
more
17%
Tablets

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Kids tablets?

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none
77%
1
15%
2 or
more
8%
Gaming devices
none
61%
1
30%
2 or
more
9%
portable not portable

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Some controllers too complex before 6.

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none
7%
1
47%
2 or
more
46%
Digital photo and video
cameras

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By 2020 almost
everything in the
household will
have a sensor.

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Digital touch points
with families
FOCUS ON MUMS

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Millennial mums own significantly more
devices than the average population
Yahoo, February 2014, Moms’ Online Habits and Preferences
Babyboomer mums:
Lean on their PC for most
activities
Generation X mums:
Tablet more used than by
other generations for most
activities
Millennial mums: `use the
smartphone more for a
number of activities
Across generations the laptop is still used most for a wide number of activities

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3 devices, 3 uses
Source: Digital Mums, Egérie Research
very widely used
not glamourous
hero of the family
nanny to the kids (games)
90% used at home
multifunctional
personal fetish
not for the kids, customized
12% shop on smartphone

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Belgian millennial mums are more connected
Online between 3h and 7h a day.
3:45h
of surf a day
on average
Source: Digital Mums,
Egérie Research

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Different activities have other peak hours
during the typical day
Yahoo, February 2014, Moms’ Online Habits and Preferences

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Throughout the day...
Yahoo, February 2014, Moms’ Online Habits and Preferences

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Also in Belgium: prime time is digital, multiscreening =
the normal
Most are connected
all day long
Multi screening is a
habit
55%
Source: Digital Mums, Egérie Research

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Millennial mums use digital media to...
• Play (2/3 play regularly online)
• Get inspired (e.g. Pinterest, 70% surf to find new ideas)
• Be in contact with the world (92% visit news websites
regularly)
• Find health-related informations à see brand example
• Feel in control, organize their life à brands offer
convenience, see brand example
Digital Mums, Egérie Research

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Le Chat: informations
about skin-problems
Brands tap into mum’s hunger for
medical informations by offering
quality health-related content.

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Convenience

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Millennials tend to buy more online when
becoming a mum

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DIGITAL EXPOSURE ENHANCES IMPACT

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In digital communications, which visuals catch
your eye?

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Touch points with
the digital family
FOCUS ON KIDS: THE
KIDS WANT FUN!

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1. Leverage the power of play. Play is
timeless.
2. Think like a child
3. Create a story
4. Don’t count on bells and whistles
5. Think cross-device
6. Let there be fun
7. Engage with whom they look up to
8. Empower them, they’re the ‘maker
generation’
9. Characters are their best friends
How to engage
www.digitalkidsmarketing.com

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Global Kids’ Top 10 Favorite activities
Source: The Marketing Store, Jan 2013
27%
24%
21%
15%
15%
15%
14%
14%
11%
11%
Play
video/computer
game
Watch
TV
Explore
internet
Go
to
movies
Playing
outdoors
Riding
bikes
Play
with
toys
Play
a
sport
Outdoor
acGviGes
(e.g.,
hiking)
Reading

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Screen time
Wall Street Journal
Oct 12 2015

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Access of young children to digital devices
(0-6, Wallonia)
ONE research: Les enfants et les écrans.

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Young kids (0-6) activities:
1. tv/video 2. pictures 3. games
ONE research: Les enfants et les écrans.

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Apestaartjaren 5 (2014)

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8-10: Video is king

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How digitally savvy are they?
To a high extent influenced
by parents.
Also peers can make a big
difference! Esp. in Flanders
also education at school
makes a difference.
Research KULeuven, 2014

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Kids + parents
(Yahoo/Ipsos 2015)

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(Yahoo/Ipsos 2015)
Kids + parents

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1. Focus on engagement with mums: Barbara
Haddad.
2. Focus on mobile: Guido Janssens
3. Focus on dads: Joelle Liberman
What’s next?

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Pre-announcement
The Digital Kids Marketing Congress + The Digital Family Marketing Congress
2 full days
June 2016

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Speakers DKMC 2014

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Pictures DKMC 2014

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Some subscribers to our conferences
about Digital Kids marketing

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Details will follow on
www.digitalkidsmarketing.com

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Families are ‘demanding early adopters’
(and a recap!)
Video on
https://www.youtube.com/watch?
v=DHCxsPeLyQk

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Video on
https://www.youtube.com/watch?
v=u0T8RRACwzs