SmartFeed_market_research_final_08_05

Report: Parent Perspectives on Media Management August 2015

Executive SummaryBackgroundIf you’re reading this, you are one of the millions of parents out there whocare about the content our kids consume in today’s media saturated world.We are building SmartFeed to help parents like you harness the power ofall that media to inspire kids, build their self-esteem and encouragetheir natural curiosity about the world.We are cultivating a movement of like-minded parents who care deeplyabout this issue and will help us drive change. Most importantly, we wantSmartFeed to deliver what YOU want and need, as a parent. This reportincludes survey data from parents who gave SmartFeed their opinion aboutkids media today, and also references some major studies that have beendone on the topic.Read on and stay tuned…we’ll be asking more questions in the comingmonths to ensure SmartFeed addresses the real needs of parents andenables you to change the paradigm and offer inspiring media choices toyour family.

Executive Summary(cont’d) Report Highlights •  Parents overwhelmingly agree digital media is an increasing challenge and they want more influence over their children’s choices •  Lack of time and technical complexity are the biggest barriers to effective media management •  Parents do not feel that they are in the driver’s seat when it comes to media usage •  Despite complexity, parents are embracing the positive potential for kids’ media and technology •  Parents want personalized recommendations, catering to their kids unique interests and needs •  Parents often get recommendations from other parents “I worry about the unsupervised time my kids have on personal devices (iPhone/iPod/YouTube). I have no idea what they are watching.”

Parents Face a Huge Challengein Managing Kids’ MediaDo you feel Digital Media is Would you like to have morean increasing challenge you influence/approval over yourhave to manage in raising child/children's digital mediayour child/children? and book choices?100%   100%  80%   80%  60%   60%  40%   Yes:  91%   40%   Yes:  90%  20%   20%  0%   0%   Yes   No   Other   Yes   No   (source: SmartFeed Parent Survey)

Media’s influence is increasingand the barriers to kids’ accessare tumbling Percent of respondents answering “agree” or “strongly agree”100%   94 93 89 89 %   %   %   %  80%  60%  40%  20%  0%   Media has a much Media is Media is Media has increasingly heightened louder share of accessible across complicated/hard awareness today voice than in the more devices/ to manage past and this share platforms today of voice is growing (source: SmartFeed Parent Survey)

Kids are each other’sbiggest influencers When your child chooses their own media and books what are their sources?90%   (note: multiple answers allowed)80%  70%  60%  50%  40%  30%  20%  10%  0%   Child's Teachers/ Older Internet Other friends Coaches/ Siblings Searches Librarians (source: SmartFeed Parent Survey)  

Parents are not in thedriver’s seat for kids’media management Source: Please see Appendix  

Kids Use Media MoreAggressively thanParents Think Source: Please see Appendix  

Managing media is complexand time consuming What's the biggest challenge in managing your child/children's media today?70%  60%  50%  40%  30%  20%  10%  0%   Technical I don't know if My kids won't take I distrust the Not enough time complexity blocking/filter programs are my recommendation working recommendations sources (source: SmartFeed Parent Survey)  

Sourcing New Content is aChallenge for Many ParentsDo you ever run out of new, quality “They know options for your child/children's more about digital media or books? what's available than I do, and 100%   I'm always playing catch- Almost never up…..” 90%   80%   70%   Once in a 60%   while 50%   Half the time 40%   30%   Somewhat 20%   often 10%   All the 0%   time (source: SmartFeed Parent Survey)

Despite Complexity, ParentsEmbrace Positive Potential ofMedia and Technology   Source: Please see Appendix  

Parents Believe in thePower of Media for Good Source: Please see Appendix  

Media Challenges vary by agePrimary Issue: “too much too soon” What are the trouble areas around the Media your child consumes? Nursery  School/  Pre-­‐K   Kindergarten   1st  grade   4th  grade   2nd  grade   3rd  grade   7th  grade  and  up   5th  grade   6th  grade  100%  90%  80%  70%  60%  50%  40%  30%  20%  10%  0%   Too violent Seems too Too Just banal - Too No trouble (even if gender socially mature uninspired commercial areas - all is animated stereotyped fine violence) Not ‘bad’ content, just too early

Sources to inform media decisionsvary, but are led by teachers andfriends When you and your spouse/partner choose or review media and books for your children what are your sources?90%  80%  70%  60%  50%  40%  30%  20%  10%  0%   Common Internet Amazon Online Social Children's Sense Searches reading lists Media Technology Teachers, Parent's Media School, or friends (e.g. Review GoodReads) School Resources (source: SmartFeed Parent Survey)

Parents need help across manychannels, but apps and computergames are biggest concernsHow would you rank the importance of “Children aremedia types that you would like to filter/ sometimes more influence for your child/children? sophisticated consumers of % of respondents ranking media as #1 or #2 concern media than their parents… “ Percent  of  1  share   Percent  of  2  share  80%  70%  60%  50%  40%  30%  20%  10%  0%   TV Movies Books Apps Internet Games (source: SmartFeed Parent Survey)

Parents are Eager for CustomizedContent RecommendationsHow much would you value a family recommendation set of\"ready to consume\" digital media and books customized for each child and delivered to you regularly?100% No thanks - I'm fine 90% researching digital 80% media on my own 70% 60% Not sure - I'd need to 50% see it to decide 40% 30% Helpful - make it easy, 20% and I'll use it often 10% 0% Hallelujah!  Give it to me yesterday (source: SmartFeed Parent Survey)

Parents Prioritize Curation and“Ready to Consume” Content How would you rank the importance of the following tools to help you manage your child/ children's media and books choices? #1  most  desired   #2  most  desired  80%  70%  60%  50%  40%  30%  20%  10%  0%   Customized \"Ready to consume\" Daily or weekly time Access to parent/ recommendations for approved content for limits and detailed community reviews of each child (Curation) each child that they tracking of usage content (Community) can access via log-in (Monitoring and (Delivery) Reviewing) (Source: SmartFeed Parent Survey)

Parents are willing to pay for asolution that will solve theirmedia management challengesWhat would you expect to pay for adigital media curation, delivery, and management tool?100% Free80% Monthly60% subscription of $9.99 (per family) Monthly subscription of $4.99 (per child)40% Over 60% of20% parents would expect 0% to pay for service (Source: SmartFeed Parent Survey)

APPENDIX: DATA SOURCES

Data DescriptionOf Survey RespondentsSurvey Sample Size = 120Respondents primarily based in San Francisco Bay Area Number of Children Relationship to Child70 100 blank Other Father60 90 (please50 80 specify)40 7030 6020 5010 40 30 0 20 1234 10 0 MotherHas Child in Do you and/or your spouse K-2 work out of the home?70   35  60  50   30  40  30   25  20  10   20   0   15   No 10   5   0   Yes One parent One parent Two parents Other (Please Two parents works full works full work full time specify) work part time time, and one time parent works part time

Secondary Data Sources •  Pew Research Center: Internet (2012, NE 800) •  Viacom Media & Technology Study (2013) •  Mcafee Digital Deception Study (2013, NE 2500) •  Grunwald Media & Technology Study (2013) •  Kaiser Family Foundation (2009), updated by eMarketer 2014, •  Digital Divide Study - Mcafee (2012 n=4000) ###