LAS VEGAS--(BUSINESS WIRE)--Consumer electronics, once seen as a barrier to family togetherness, have become a critical component of family life and now play a starring role in many popular family activities. This according to a national survey of more than 1,000 parents (women and men ages 25-54 with at least one child under age 18 in the home) conducted online Dec. 13-15, 2010 by Memorex*.
The survey shows consumer electronics are viewed as an integral component of family life, with 35 percent of parents saying their families “could not function” without electronics and only 1-in-10 parents saying electronics “are a necessary evil” or “create an unwanted barrier between family members” (see graph No. 1). Compare this to last year’s WeTime Parent Survey** – where 24 percent of families said they feel consumer electronics do not enhance WeTime – and the change in attitudes becomes obvious.
For over half of families (51 percent), “WeTime” – getting together with family to enjoy each other’s company, whether planned or spontaneous – happens at least every few days. Of the most popular WeTime activities for families, three out of the top five involve consumer electronics (see graph No. 2).
Top 5 WeTime Activities for Families
- Watching television or movies (86%)
- Cooking, baking or grilling (49%)
- Playing video games (42%)
- Reading or listening to books (41%)
- Listening, singing or dancing to music (39%)
* Question: Which are your favorite at-home activities for “WeTime” with your family?
“Our survey shows parents – particularly the younger generation – have embraced consumer electronics and created a complimentary role for the products in their family’s life,” Jess Walton, Memorex global brand director, Imation Corp., said. “The concept of ‘WeTime’ hasn’t changed, but the tools families use to bring WeTime to life have evolved.”
The Younger Generation of Parents
The younger generation of parents (age 25-34) does behave differently than older generations (age 35-44 and 45-54), according to the survey. Younger parents are more likely than their older counterparts to: Use video game accessories multiple times a day (44 percent of those who do are younger parents); Use social networks or photo sharing websites to store digital photos (43 percent of those who do are younger parents); Listen to Internet radio during an average week (41 percent of those who do are younger parents); and Listen to digital music files on a MP3 player during an average week (37 percent of those who do are younger parents).
Gaming Recognized as Family-Friendly Activity
Video gaming is now a favorite activity among both parents and children, with 2-in-3 children (67 percent) and 3-in-5 parents (61 percent) playing some type of video game every few days. In fact, video game accessories are the only consumer electronics children use more often than their parents.
Few adults seem to mind their kids’ passion for gaming, however: Four-in-five parents say that video games are conducive to WeTime (see graph No. 3). Of families who own a video game console, 88 percent play video games together.
“We’ve seen a rapid shift in family attitudes toward consumer electronics in the past year, since we first conducted the WeTime survey,” Walton said. “Fortunately, it’s a positive shift that involves families embracing new technology in order to spend more quality time together.”
For additional information, please visit www.memorex.com.
*Memorex conducted an online survey of 1,010 parents (men and women ages 25-54 with at least one child under age 18 living in their home) from Dec. 13-15, 2010. The nationwide sample was obtained by Research Now. No estimates of theoretical sampling error can be calculated; a full methodology is available.
** The WeTime Parent Survey was conducted online within the United States by Harris Interactive on behalf of Memorex November 4–10, 2009 among 1,344 adults age 18+ who are the parents of children aged 0–17 years. No estimates of theoretical sampling error can be calculated; a full methodology is available.
ADDITIONAL INFORMATION
- PowerPoint: Families and Consumer Electronics: https://psbpr.box.net/shared/blfju7v2ud
- Graph No. 1: Role of Consumer Electronics: https://psbpr.box.net/shared/ingf8m88fj
- Graph No. 2: Common WeTime Activities: https://psbpr.box.net/shared/2b1cfade4j
- Graph No. 3: Games Conducive to WeTime: https://psbpr.box.net/shared/5c5izpsuhr
ABOUT MEMOREX
Memorex is one of the most trusted and recognized consumer brands in modern marketing history. A portfolio brand of Imation Corp (NYSE:IMN), Memorex is the North American market-share leader in optical media and media accessories at retail and one of the best-known names in the consumer electronics industry. Memorex creates smart, easy-to-use and stylish products that fit any lifestyle. The brand’s broad line of iPod® and iPhone® audio products, including alarm clocks, portable boomboxes and sound systems, and its lines of optical, video, storage, headphones and gaming accessory products, showcase clean, contemporary lines and bold, vibrant colors that complement home décor. Every product is designed with thoughtful, user-friendly features and the latest functionality at an affordable price. For more information about Memorex, please visit www.memorex.com.
Memorex and the Memorex logo are trademarks of Imation Corp. All other trademarks are property of their respective owners.
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