Welcome to Scribd, the world's digital library. Read, publish, and share books and documents. See more
Download
Standard view
Full view
of .
Save to My Library
Look up keyword
Like this
2Activity
0 of .
Results for:
No results containing your search query
P. 1
Hemispheres Millennial Moms Whitepaper 7 14 12

Hemispheres Millennial Moms Whitepaper 7 14 12

Ratings: (0)|Views: 1,438 |Likes:
Published by David Bauer
How Younger Moms are Using Technology to Manage Their Personal and Work Lives
July 16, 2012 Project conducted by:
David Bauer Lynn Reed Rena Palumbo Paula Rosecky
Hemispheres Copyright 2012
4703 Ballard Ave NW • Seattle, WA 98107 • 206.706.7618 • researchforhumans.com
How Younger Moms are Using Technology to Manage Their Personal and Work Lives
July 16, 2012 Project conducted by:
David Bauer Lynn Reed Rena Palumbo Paula Rosecky
Hemispheres Copyright 2012
4703 Ballard Ave NW • Seattle, WA 98107 • 206.706.7618 • researchforhumans.com

More info:

Published by: David Bauer on Jul 15, 2012
Copyright:Attribution Non-commercial

Availability:

Read on Scribd mobile: iPhone, iPad and Android.
download as PDF, TXT or read online from Scribd
See more
See less

07/15/2012

pdf

text

original

 
 
Hemispheres Copyright 2012
4703 Ballard Ave NW • Seattle, WA 98107 • 206.706.7618
 
• researchforhumans.com
 
Mobile Moms Initiative
Millennial Moms
How Younger Moms are Using Technology to ManageTheir Personal and Work Lives
July 16, 2012Project conducted by:
 
David Bauer
 
Lynn Reed
 
Rena Palumbo
 
Paula Rosecky
 
 
Hemispheres Copyright 2012
About the Hemispheres Mobile Moms Initiative
Hemispheres is interested in how women are using mobile technology to manage and enrichtheir lives. In July of 2012 we conducted an online survey of women ages 18-54 who use mobiledevices including cell phones, smart phones and/or tablets. To better understand differences intechnology use and attitudes, we looked at Millennial moms, Gen X moms, and women withoutchildren. Our definition of moms are those with children under the age of 18 living in theirhousehold all or part of the time. The total sample size was 1271. We realize that not everyoneagrees on the exact age ranges for Millennials and Gen X. For this project we define Millennialsas ages18-34 and Gen X as 35-54.Hemispheres conducted a similar study in 2009 investigating the role of tec
hnology in women’s
lives.
Our full report includes insights about the changes in mom’s technology use
since then.Please contact us at info@researchforhumans.com or 206-706-7618 to request our full report or to discuss the findings in more detail. We look forward to hearing from you.This whitepaper focuses on Millennial Moms and their mobile habits and attitudes. The samplesize for this segment is 431 interviews.
Key Findings
 –
Millennial Moms
Millennial Moms keep the latest mobile technology at their fingertips. They rarely leavethe house without their smart phones or cell phones in hand.
Most younger moms use asmartphone and nearly all of them carry it all or most of the time. Feature phones are lessprevalent but are also very frequently carried by their owners. One third of Millennial Moms usesa tablet and one in four uses an e-reader. Tablets and e-readers are frequently carried by abouthalf of their owners. While laptop ownership is high, only 22% carry these all or most of the time,suggesting that they are less likely to be viewed as a portable device.
Mobile DevicesUsedMobile DevicesCarried All/Most of Time
Laptop 77% 22%Smart phone 70% 94%Cell phone (Feature phone) 50% 89%Tablet 34% 49%E-reader 26% 46%
Q. For each of the following devices below… please indicate which ones you regularly use.
 Base: All respondents (431)Q. When you leave your home, how often do you take the following mobile device with you?Base: Device owners (varies by device owned)
Millennial Moms often blend their work and home lives by taking care of personal andfamily tasks at work and by conducting work away from the office. Smart phones are keyto bridging personal and work lives.
Over the past few years, almost half of Millennial Momsfeel they have increased the amount of work they do for their jobs at home. On average, 23% ofher internet access outside of the office is used for conducting work. At the same time, nearlyhalf have had to increase the amount of personal things they have to accomplish at work.When it comes to conducting personal activities at work, smart phones are used most often.Smart phones are also used to access work at home. Laptops and desktops are her primarytool for accessing work while away from the office.
 
 
Hemispheres Copyright 2012
Work at Home Personal Activity atWork
Increased (NET) 48% 45%Increased a lot 29% 25%Increased a little 19% 20%Remained about the same 45% 47%Decreased a little 2% 5%Decreased a lot 5% 3%
Q. Thinking about how much work you do from home, how this amount changed over the past few years?Base: Employed FT, PT, Self (220)Q. Thinking about the personal things you do at work, how this amount changed over the past few years?Base: Employed FT, PT, Self (220)
Device To DoWork at HomeDevice To DoPersonal Activity atWork
Smart phone 42% 57%PC/Laptop 60% 41%Cell phone 24% 28%Tablet 21% 19%Physically bring it 21% 22%Home/work phone (land line) 14% 15%
Q. How do you access work when you are away from the office? Please select all that apply.Base: Employed FT, PT, Self (220)Q. How do you conduct your personal activities while at work? Please select all that apply.Base: Employed FT, PT, Self (220)
The primary benefit of mobile technology is that it allows Millennial Moms to staycontinuously connected with family and community. It also provides entertainmentthroughout the day.
Smartphones are most heavily used for these purposes. These youngermoms especially see social networks as a good way to stay in touch despite a hectic life.Millennial Moms actively seek new technology that can help them accomplish their daily tasks.
Top Benefits Of
 
MobileTechnology
Always keeps me connected/informed 71%Entertains me anyplace, anytime 52%Simplifies life 48%Helps me manage life more efficiently 45%
Q. What are the top three benefits mobile technology provides you?Base: All respondents (431)
Strongly AgreeTop 3 Box
Social networks enable me to maintain close relationships withpeople far away65%Social networks allow me to stay connected when I wouldotherwise be too busy57%I feel more connected to friends through social networks 51%I am always looking for new apps and tools that allow me toaccomplish my tasks online45%I
t’s important to stay up to date with the newest technology
50%
Q. How strongly do you agree or disagree with the following statements about...new technology? About
relationships and technology? Using a scale where 1 means “strongly disagree” and 10 means “strongly agree”.
Top 3 box (% 8,9,10) shown.Base: All respondents (431)

You're Reading a Free Preview

Download
/*********** DO NOT ALTER ANYTHING BELOW THIS LINE ! ************/ var s_code=s.t();if(s_code)document.write(s_code)//-->