Nearly seven in 10 moms worldwide (69%) turn to search engines when conducting research on family activities, according to Yahoo! and Starcom MediaVest Group. More than eight in 10 (83%) enjoy planning family activities, and 53% use digital technology to plan special occasions such as holidays. Nearly three in four moms (74%) take photos using their mobile phones to capture special family moments.
Most moms (71%) say their family members use some type of technology together at least daily, though 52% also feel technology distracts from their time together. While two in three moms read to their kids (64%), only 17% say they enjoy it.
Moms categorize family time into four themes:
Routines: Everyday tasks that keep the family on track.
- Rituals: Bonding moments that strengthen families.
- Traditions: Activities that are meaningful but come with a sense of obligation and can be impractical.
- Relive: Special moments remembered via technology.
- The study surveyed moms living in Argentina, China, Columbia, France, India, Mexico, Russia, the UK, and the U.S.
Sources: Starcom MediaVest Group, Anita McGorty, 1675 Broadway, New York, NY 10019; 646-327-8312; anita.mcgorty@mediavestww.com; www.smvgroup.com.
Yahoo!, MaryLiz Ghanem, 646-213-6279; maryliz@yahoo-inc.com; www.yahoo.com.
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