Social Network, ICT, Web Comunication

The study, “It’s a Family Affair: the Media Evolution of Global Families in a Digital Age,” found that technology and media are essential to planning, researching and acting on many of family life’s important priorities, and that multi-tasking significantly extends the average day’s activities beyond 24 hours.

The research also found that the average global family owns 11 technological devices (12 devices in the U.S.), creating concerns about information overload while enabling better communications:

– 70 percent of global survey respondents agreed that technology allows them to stay in touch with family;

– 29 percent of parents said that they use mobile phones to keep in touch with children throughout the day;

– 25 percent of parents said instant messaging has helped improve relationships with their children.

“The study shows that regardless of their size or composition, today’s families value time-honored traditions like dining together, and they’re using technology to help manage busy, family-centered lives.Technology is essential to family life, not because people love gadgets, but because it helps them do what they want to do.”

Understanding how Family 2.0 interacts with each other and multiple technology devices and media channels is critical for businesses looking to reach consumers and influence purchasing behavior. The research suggests that products and services that can be positioned as helping busy families achieve the balance they seek will find receptive audiences.

LINK Research