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96% of Spanish parents have Smartphone

Facebook IQ discusses how technology has changed paternity

  • Key4Communications
18/12/2016

It’s already a fact that the existence of mobile has become a very important element in the lives of parents today. To this conclusion has come the new study conducted by Facebook IQ in 8 different countries (which includes Spain), which analyzes the extent to which technology has changed paternity, as well as what this means for brands, connecting with parents in the most important moments.

Thus, according to the study, in Spain, 96% of parents have Smartphones, while 86% have tablets. Data that show the connectivity that parents have through the use of technology.

Parents, through the mobile
The Facebook IQ study reveals, in the first place, that in Spain parents spend up to 1.3 times more time on Facebook via mobile than people who do not have children. In this sense, 45% use mobile phones to keep children entertained, 37% to be in touch with their children, and 66% to maintain contact with other family members.

Sharing paternity

Parents today, according to data from the study mentioned, stand out in the activity level on Facebook, compared to people who do not have children. In this sense, they are the ones that more photographs, publications and videos share in the social network. Thus, millennial mothers are those who are especially active, spending 1.75 times more on Facebook on mobile than millennial women who do not have children.

Influence of children on buying habits
Although both parents and mothers live more informed by technology, children also have some leverage on home buying decisions. From vacation to more daily shopping, 65% of parents surveyed by Facebook say they buy more products for children than they came to buy their parents. Also, 51% acknowledge that their children exert more influence in the decision to purchase than they themselves could exercise on their parents.

In what areas do children have more influence?
According to the generation of which we are talking, the influence that children exert when making a purchase varies. In this way, the children of the parents of the Baby Boom generation (between 50 and 65 years) are more influential in the purchase of food and beauty products. On the other hand, for the generation X (between 35 and 49 years), the children influence decisions that revolve around financial services and vehicles. However, Millennials parents assert that their children are more influential in purchasing Smartphones, wireless services, department stores, and fast-service restaurants.

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