menu

Yahoo! Insights Guru On How Moms Are Using Technology [Cannes]

Yahoo! Insights Guru On How Moms Are Using Technology [Cannes]
Advertising

Lauren Weinberg, the VP of Research and Insights at Yahoo!, explains how the Internet can provide tools to create more meaningful family moments.

Allie Walker
  • 23 june 2012

Lauren Weinberg, VP, Research & Insights, of Yahoo!, revealed findings yesterday at Cannes Lions Festival from the new ‘Brave New Moms: Navigating Technology’s Impact on Family Time’  study from Yahoo! in collaboration with Starcom MediaVest Group. The year-long, global, study detailed the impact of technology on the average mom and how moms are embracing technological change to create more meaningful moments for the family. PSFK spoke with Lauren about the key findings of the study and what it means for marketers:

Lauren, you’re at Cannes for the first time. How do you think the online advertising industry has changed in the last 12 months? 

One of the biggest changes we’re seeing in the online advertising industry is an increased focus on data and analysis. Marketers are hungry for information about what their audiences do online and how they’re responding to ads.  At the same time, it’s not always easy to navigate with massive amounts of data, so, in order to be meaningful, that data needs to be combined with insights so marketers understand how to activate on the findings. We’re seeing brands put dollars toward solutions that give them deeper insights based on data in order to get clear, measureable results that will help inform their online advertising purchasing decisions and ultimately, increase their ROI.

How do you think the Internet has changed for regular consumers during that time?

There are several ways the Internet has changed for consumers over the last year. The biggest change is probably how consumers access the Internet. We’ve seen increases in the number of consumers coming to Yahoo! from mobile and tablet devices. As a result of this change, we see consumers wanting to snack on content.  Additionally, consumers are increasingly social and are seeking out experiences that help connect them to network of friends and family. Similarly, as consumers are spending more time online, their expectations around those experiences is increasing—they are demanding higher-quality content, clean user experiences and easy navigation.

Yesterday, you gave a talk on “Brave New Moms: Navigating Technology’s Impact on Family Time” – what were your key points?

What was most interesting about this study is that moms are aware of both the opportunities and challenges that result from constantly being plugged in, and they are struggling to find a way to create moments that are memorable and lasting for their families, as opposed to just running down to-do lists. This study goes a long way toward helping us understand the importance of creating and capturing meaningful family time. As moms shift away from efficiency and towards meaning, there are ample opportunities for brands to help enable moms to find these meaningful family moments.

 What should agencies and marketers do to meet the new ways families are interacting with technology?

The study identified the building blocks of family time as well as the specific needs moms have expressed within those family times. In order to help moms get the meaningful family time she’s craving, marketers should think about where it makes the most sense for their brands to play a role in moms’ lives. Additionally, brands can really enable moms to focus less on efficiency and more on meaning by taking the focus off of their messaging around speed and efficiency.

Thanks Lauren!

Read the full study below:

Brave New Moms: Navigating Technology’s Impact on Family Time

Cannes Lions International Festival of Creativity

Advertising
Trending

PSFK's Workplace Vision: Leave The Busywork To The Bots

Ai
Syndicated Yesterday

In Popular Games, The Recurring Theme Is Exploration

The much-hyped sci-fi sandbox game proved to be as massive as expected, while Pokémon Go continued to prove inescapable

Design Yesterday

The Best In Wearable Tech From The Rio Olympics

PSFK rounds out the Rio Games with our picks for the best gadgets and devices used to track performance

Trending

Get PSFK's Latest Report: Future of Retail: Technology Primer

See All
Advertising Yesterday

This Cookbook Is Inspired By Brad Pitt’s On-Screen Eating Habits

Learn how to whip up meals and snacks pulled straight from the actor's fictional universe

USA Yesterday

Tour The US National Parks From The Comfort Of Your Home

Google's new 360-degree video feature lets people take a trip to Alaska, Utah or Hawaii and see these marvels of nature up close

PURPLELIST EXPERTS

Adam Wells

Design Thinking For Travel (& Space)

Augmented & Virtual Reality Yesterday

VR Training For Active Shooter Preparedness

SurviVR is an immersive environment to teach civilians how to protect themselves in dangerous situations

Cities Yesterday

Redesigned London Tube Map Aims To Get People Walking

The updated display illustrates approximately how many steps it takes to walk between stations for a healthier commute

Experiential Marketing Yesterday

Nike Creates An Immersive Pop-Up Fitness Experience In London

The Unlimited You space gave athletes a chance to push their limits farther than ever before

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

PSFK Op-Ed august 25, 2016

Retail Expert: What Sustainability Means To The Millennial Generation

Jo Godden, Founder of RubyMoon, discusses how brands can limit their environmental impact worldwide

PSFK Labs Yesterday

The 10 Steps To Discover, Hire, Develop Your Next Leader

PSFK's Future of Work report outlines key steps in the employee development path to empower next-gen leaders

Automotive Yesterday

Uber Now Lets Commuters Pay With Pretax Dollars

The prepaid cards are a partnership with WageWorks, letting uberPool users save up to 40% on their trip

Home Yesterday

Philips Hue Adds Motion Sensor To Control Lights Automatically

The wireless device lets users interact with their environment without needing to press a switch

Home Yesterday

Beacon Device Takes The Pain Out Of Navigating A New Airbnb

Ping provides new guests with a guided tour of the house or apartment through a simple tap of their phone

Arts & Culture Yesterday

Shelf Makes Its Contents Appear To Hover In Midair

The design uses metal tubes to create an optical illusion when viewed from the front

Arts & Culture Yesterday

Interactive Ceiling Responds To People Walking Underneath

The installation features built-in sensors that cause the undulating surface to morph and react to passersby

INSIGHTS COVERAGE

Rio Olympics
Innovation Coverage From The Rio Games
READ NOW

Fashion Yesterday

Declutter And Recycle All Of Your Unwanted Stuff

A new app will help catalogue your possessions and give them away as donations when you no longer want them

Advertising Yesterday

Tokyo Concept Store Disguised As A Parking Garage

The retail and cafe project is designed as a hidden treasure for urban explorers

No search results found.