T h e D I G I T A L f a m i l y A n n e G l a d , e n v i s i o n

w h y ?

§  The family. A segment with strong purchasing power and a continuous consumption §  Has the digital development been a disruption of the family’s lifestyle, community, and shopping

habits? §  A brave report §  … but significant and relevant

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Checks mail (%) Gen. X Gen. Y

“I check my work mail from home every day” (Agree + Strongly agree)

Source: envision / YouGov 2015

The study

m e t h o d

Qualitative interviews §  27 depth interviews of families

§  A broad segment of the population’s geography, demography and family constellations Quantitative data §  Gallup’s Day-In-Life database: Day-parting §  Index Danmark/Orchestra – analysis of Generation X and Y §  Survey conduted by YouGov: 520 respondents

Generation Y: Monday – Thursday

Source: Gallup Day-in-life 2015

Two generations X & Y

G e n e r a t i o n x - 1 9 6 0 - 7 5 ( 4 0 - 5 5 y r s . )

§  Generation X had an analogue childhood and a digital adulthood §  See digital media as a “natural part of development” §  Less rules for their children’s use of digital media

§  Brand-enthusiasts – like to express success through purchases §  Aware of work-life balance

G e n e r a t i o n Y – 1 9 7 5 - 9 0 ( 2 5 - 4 0 y r s . )

§  Also known as Generation Nest, Digital Natives, Generation WHY and Global Generations §  Do not distinguish between digital and physical experiences §  More aware of digital medias overwhelming appeal to kids – more concerned

§  Constantly mobile and online §  Less brand-enthusiastic §  Work and private life melt together

The family’s attitude to digital behaviour

[Indsæt Ja-hat eller Nej-Pad film]

Time

f a m i l i e s l a c k t i m e a n d p r e s e n c e

§  The basic conditions have not changed. The families do not work more or have less spare-time §  Individualisation is time-consuming §  Time is worth more than money

§  Scheduling and regularity is the engine of the family §  The report contains 7 days, 7 chapters and 7 focus areas

opportunities

Generation Y: Monday – Thursday

Source: Gallup Day-in-life 2015

What times of the day do you have most family conflicts?

GENERATION Y Kl. 5:00 – 7:00 Kl. 7:00 – 9:00

Kl. 9:00 – 15:00

Kl. 15:00 – 18:00

Kl. 18:00 – 21:00

Kl. 21:00 – 24:00 Totalsum

Mandag 16% 26% 1% 36% 31% 4% 114%

Tirsdag 12% 21% 3% 36% 32% 4% 108%

Onsdag 13% 22% 2% 37% 34% 3% 111%

Torsdag 10% 21% 3% 37% 31% 3% 106%

Fredag 12% 21% - 38% 27% 3% 102%

Lørdag 6% 7% 21% 29% 38% 7% 109%

Søndag 6% 4% 20% 31% 42% 5% 108%

Totalsum 76% 121% 52% 244% 235% 28% 756%

For generation Y opstår der oftest familiekonflikter i husstanden søndag ml. kl. 18-21 Generelt opstår oftest konflikter mandag Generelt opstår der oftest konflikter i tidsrummet ml. kl. 15-18

For generation X opstår der oftest familiekonflikter i husstanden søndag ml. kl. 18-21 Generelt opstår oftest konflikter mandag Generelt opstår der oftest konflikter i tidsrummet ml. kl. 18-21

Source: YouGov/ envision 2015

The family’s most stressful activities 1.  Children’s birthday parties 2.  Cleaning at home 3.  Work 4.  Mornings in general 5.  Monday morning 6.  Shopping 7.  Cooking 8.  Transport

Source: YouGov/ envision 2015

T h e f a m i l y ’ s w e e k

H o w c a n w e h e l p t h e f a m i l y ?

§  Practical stuff: Solutions that create more time in everyday life

§  Community: Solutions that help families create presence

§  Time: Solutions that are simple, have less choices and eliminate time wasters

Don’t mess with their rituals. help them create new ones

Act as the digital aunt

Help their children to be more physically active

Never send them an email that isn’t strictly necessary

t h e f u l l r e p o r t i s a v a i l a b l e f o r d o w n l o a d 1 s t o f d e c e m b e r 2 0 1 5

d i g i f a m i l i e . e n v i s i o n . d k – f o l l o w # d i g i f a m

X & Y

Two generations

T h a n k y o u !