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Tech the Matters

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Page 1: Tech the Matters

McCann Worldgroup

Page 2: Tech the Matters

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Page 3: Tech the Matters

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SETTING  THE  STAGE  

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Page 6: Tech the Matters

McCann Worldgroup

ExpecEng  Moms   New  Moms   Moms  

FLAVORS  OF  MOMS  

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McCann Worldgroup

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Traditionalists occupy the fringes of a digital nation. These consumers have seen the biggest changes to the digital world around them.

Seniors can remember a time when TVs weren t even a part of the household, and now more than 40% of these households have an HDTV.

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Page 9: Tech the Matters

BoomersSpend more dollars on-line than any other age group, buy more often and as wide a range of good and services as anyone.

They will be first generation to take digital technology completely into!older"age

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Page 10: Tech the Matters

Gen-Xers are the masters of maximizing the functional benefits of technology.

They have mastered the art of using digital tools in a more functional manner, especially if it can help their household.

Twenty-six percent regularly use the Internet as an information source on food and cooking, and 61% use it for news.

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Page 11: Tech the Matters

Gen-Yers live and breathe a digital social life.

They use digital channels to facilitate the social aspects of their lives:

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•  Getting Educated about what’s to come

•  Researching the latest solutions and devices

•  Focused on nutrition and health of the baby growing inside

•  There is still a pull on who they were before pregnancy -- the non-mom

ExpecEng  Moms  

•  BEHAVIORS  FLAVOR  OF  MOMS  

Page 13: Tech the Matters

McCann Worldgroup

•  Using apps to manage the baby

•  Using apps to stay in touch with the world

•  Online communities for information

•  Search ! Search ! Search!

•  Products, Schools, Community

New  Moms  

•  BEHAVIORS  FLAVOR  OF  MOMS  

Page 14: Tech the Matters

•  Real world schedules

•  In the flow of life - apps that juggle adult needs and kids needs

•  Focused on family and personal growth

•  Gen X Mom is the first to grow up with tech, so they recognize it’s benefits

•  Gen Y Mom’s don’t see working or staying at home as static stages

Moms  

•  BEHAVIORS  FLAVOR  OF  MOMS  

Page 15: Tech the Matters

REAL  TIME  WORLD  

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“IT TAKES A

VILLAGE.”

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Page 19: Tech the Matters

McCann Worldgroup

VIDEO      Time  spent  with  TV  and  Internet  is  now  equal.  For  the  first  year  ever,  the  amount  of  Eme  US  households  report  watching  TV  offline  in  an  average  week  (13  hours)  equals  the  amount  of  Eme  they’re  spending  online  *    

SOMOLO  Use  of  the  mobile/social/local  combinaEon  will  explode  -­‐  The  term  “mobile”  will  mean  a  lot  more  than  mobile  phones.  **  

SCREEN  BLOOM  MulEplex  media.  There  will  be  a  shia  from  three  screens  to  many  screens***  

THE  CLOUD  BECOMES  A  CONSUMER  TERM  The  current  physical  media  formats  will  be  the  last  as  all  media  become  digital.10  We  are  moving  to  the  post-­‐media-­‐meltdown  world  

CURRENT  TRENDS  

*Forrester - December 21, 2010 Understanding The Changing Needs Of The US Online Consumer, 2010

**January  24,  2011  2011  Mobile  Trends  by  Thomas  Husson  and  Julie  A.  Ask  for  Consumer  Product  Strategy  Professionals  

***January 10, 2011 Disruptive Trends 2011 Product Innovation At Market Leaders Must Leverage Disruptive Strategies

Page 20: Tech the Matters

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Page 21: Tech the Matters

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*BABY CENTER MOBILE REPORT 2011

Page 22: Tech the Matters

McCann Worldgroup

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Page 23: Tech the Matters

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Encourages active citizenship, by offering a variety of platforms to report your concerns.

Report issues through our website, mobile apps, widgets, and voice mail.

SeeClickFixKnow what's happening. Now.

Localmind is a new service that allows you to send questions and receive answers about what is going on – right now – at places you care about.

LocalmindKnow what's happening. Now.

Ditto

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• 40 percent of ratings on Yelp is coming in through mobile devices• 50 million unique visits per month in eight countries

“Something is not right about the way the furniture is made..”

“I am highly disappointed and disgusted with the store..”

Page 27: Tech the Matters

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MODERN  CHALLENGES  

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Page 33: Tech the Matters

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Page 34: Tech the Matters

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Page 35: Tech the Matters

McCann Worldgroup

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BRANDS  DOING  IT  RIGHT  

Page 38: Tech the Matters

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McCann Worldgroup

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