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

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

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


Dubai And The Future Of Humanitarian Design

Design & Architecture
Technology october 21, 2016

Concept Camera Designed To Only Take Unique Photos

Camera Restricta is tool that prompts photographers to only capture one-of-a-kind images

Design & Architecture october 21, 2016

Fragrance Will Release The Smell Of Data If Your Private Information Is Being Leaked

The device is designed to create a physical cue for the potential dangers lurking online


Get PSFK's Related Report: Future of Automotive

See All
Retail october 21, 2016

LYNK & CO Is A New Auto Brand That Promises Mobile Connectivity On Wheels

Online access and mobility sharing are driving the company to disrupt the auto industry

Related Expert

Colleen DeCourcy

Marketing & Advertising

Travel october 21, 2016

Become A Citizen Of The First Nation In Space

Asgardia is a new concept for a floating society above Earth

Entertainment october 21, 2016

Speaker Displays Song Lyrics As Music Is Played

The device is able to generate the graphics on a translucent screen and retrieve the words from a connected database

AI october 21, 2016

Travel Assistant Scans Your Emails To Make Planning Easier

This AI add-on will sync with your inbox and sends reminders to make sure you don't miss anything important


Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry

PSFK Op-Ed october 20, 2016

Wearable Tech Expert: Designing Technology To Empower Connection To Ourselves

Billie Whitehouse, Founder of Wearable Experiments, shares her new vision for the quantified self

PSFK Labs october 21, 2016

PSFK Picks: Top 5 Performance-Enhancing Wearables

Our new report looks at innovations pioneering the future of performance through intelligent activewear and predictive analytics

Millennials october 21, 2016

FOMO Survival Kit Helps Millennials Cope With Social Anxieties

The satirical product is meant to be a playful diversion for people who feel like they are missing out

Food october 21, 2016

New York Restaurant Uses Tomato Sushi As Its Newest Meat Alternative

fresh&co is using sous vide Roma tomatoes to create a vegan option that has the texture and taste of tuna

Advertising october 21, 2016

Red Bull Converts Sao Paulo Payphones Into Data-Driven Bus Schedules

The booths allow city residents to check local transit times through a simple toll-free phone call

Work october 21, 2016

Health Expert: Nutritional Meal Replacements Are A Solution To Corporate Wellness

Ample Foods Founder Connor Young explains why supplements are the next food trend coming to the workplace

Retail october 21, 2016

Why Experiential Events Could Replace Trade Shows

Marketers are seeking creative and impactful new ways to connect with influencers

Children october 21, 2016

Modular Kit Teaches Kids How To Make Their Own Robots

MODI features magnetic modules and a platform for programming to encourage experimentation

Infants october 21, 2016

Work Table Doubles As A Baby Seat

Designer Kunsik Choi created the furniture to facilitate emotional communication between between parents and their children

Technology october 21, 2016

Album Turns Into Something New Each Time It’s Streamed

Bill Baird's new album explores the relationship between time and music through a website crafted by design team, One Pixel Wide

No search results found.