Posts by Stephanie Azzarone, President, Child's Play Communications

While moms, without question, remain the major decision makers when it comes to household purchases, dads are becoming more involved in the process than in the past.

A 2010 Yahoo survey of 2,400 U.S. men ages 18 to 64 found that more than half identified themselves as their household’s primary grocery shopper. According to these dads:

• One-third clean and cook
• 83% bring up brands in conversations with friends
• Two in three chat about brands on social sites.

2011 research by Ipsos among 2,800 moms and dads found that dads are the major players when it comes to entertainment. The research showed that they:

• Spend 50% more time than moms with their kids online
• Are 50% more likely than moms to take the kids to a movie
• Are also more likely to take the kids to theater, sporting events or concerts

Although I come from a household where it’s dad who does most of the grocery shopping (and is the far better cook), I find some of these stats hard to credit: How dads perceive their involvement and how the women in their lives view it has historically shown a very wide gap. Far more evidence is needed before I’m convinced dads are really talking about detergent brands on social networking sites.  A recent New England Consulting Group survey of 200 men and women indicated that 70% of consumer-package-goods volume is still purchased by women.

While the numbers may be off, there is no denying that dads are in fact more involved these days in purchasing. The reasons are largely two-fold: The poor economy of recent years stranded some dads at home, where – especially if their wives are working – they are naturally assuming more day-to-day responsibilities, including shopping. The other factor is that this generation of dads is just naturally more involved in their kids’ lives – and therefore has more of a role in buying products and services for their youngsters. (An article in this Sunday’s New York Times highlighted another indicator of involvement: More men are not only joining their local school PTAs, but in many of the top-rated public schools across New York City, running them.)

Moms, when it comes to purchasing everyday household goods, who wears the pants in your family these days?

Marketers, have you shifted your focus to include dads in your outreach?

Now here’s a way to persuade your teen to talk to you.

When girls stressed by a test talked with their moms, stress hormones dropped and comfort hormones rose, according to a study by the University of Wisconsin. When they used IM, nothing happened.

This research follows an earlier study by the University showing that both phone conversations with mom and face-to-face talks triggered similar hormonal responses: A drop in cortisol, which is generally linked to stress, and a rise in oxytocin, which is linked to pleasure. For the latest study, published in the January issue of Evolution and Human Behavior, they wanted to identify the source of that comforting. Was it something mom said? Was it simply the sound of her voice? What would happen if the tone and verbal cues were deleted and all that was left was the content of the message? What made the difference?

The girls were asked to solve difficult math problems. After finishing, they were assigned to one of four groups. One didn’t talk at all to their mothers, another talked by phone, a third experienced a face-to-face conversation, and another communicated by instant message. The researchers then measured their cortisol and oxytocin levels, and compared them to pre-test measurements.

Girls who heard their mother’s voice, either in person or on the phone, were consoled. But among girls who used IM, hormone levels barely changed. Translated onto a screen, mom’s words seemingly lost their comforting power.

According to Seltzer, the results suggest that mom’s voice — its tones and intonations and rhythms, known formally as prosodics — trigger soothing effects, rather than what she specifically says.

However, it’s also possible that IM altered conversational dynamics. Maybe moms who heard their daughters’ voices were better able to detect stress and respond to it. On a screen, “I’m fine” is a fairly one-dimensional statement. Heard aloud, it can convey something very different.

Moms, how do you help your teens de-stress?

Twins are the new trend when it comes to U.S. births. As of 2009, the last figure available, 1 in every 30 babies born here was a twin, compared to 1 in 53 in 1980, according to a recent Centers for Disease Control and Prevention report.

The twin birth rate rose by more than 2% a year, on average, from 1980 through 2004, leveling off briefly that year to less than 1% annually then rising nearly 2% again from 2008 to 2009.

In 2009, twin rates increased in all 50 states, with the most significant jumps in lower New England, New Jersey and Hawaii. In Connecticut, twins now account for nearly 5% of births.

Nationally, 3.3% of all births were twins in 2009, up from 2% in 1980.

The greatest increase in twin rates was for women 40 and older. They are more likely to use fertility treatments and to have two embryos implanted during in vitro fertilization, whereas younger women are more likely to get just one.

About 7% of all births for women 40 and older were twins, compared to 5% of women in their late 30s and 2% of women age 24 or younger.

Rates doubled for whites, rose by half for blacks and by about a third for Hispanics. Historically, black moms have twins most often, but white moms have almost caught up.

Are you a mom of twins? In what way has that influenced your purchasing decisions? Marketers, are any of you focusing on this growing market?

 Thirty-nine percent of women begin using technology more when they become moms, and women’s tech purchase criteria change when they have a child, according to a BabyCenter study.  Nearly half of women – 49% — said they were interested in technology that “empowered them to be a good mom.”

That said, earlier this month I attended the Consumer Electronics Show, an annual blow-out in Las Vegas that highlights technology innovations. I made my way through 15 miles of exhibit halls buzzing with celebrities, scantily clad women (seriously? companies still do that?) and a crowd of 150,000 plus, in search of how tech companies were adapting their products to market to moms. Happily, a number of exhibitors homed in on a mother’s need for convenience, value, and other benefits that helped them parent effectively. Some highlights:

• Moms hesitant to share their expensive iPad with their kids need no longer fear. A number of companies are launching or updating kid- friendly tablets designed to offer many of the iPad’s features for significantly lower prices. Rullingnet’s Vinci early learning systems for toddlers and preschoolers stood out.

• You gotta love Origami, the “world’s first power-folding stroller” from 4moms: The stroller folds flat and unfolds with the touch of a button. Any mom who has ever stood at a bus stop struggling to get her child out of, then close, a stroller before the bus pulls away (as I have, many times), will understand the appeal. And just to make it even more interesting, the built-in battery that makes the process work recharges while the stroller is in use.

• Net Nanny, known for its desktop parental control software for PC, now offers an app for both iOS and Android devices that allows parents to use their phone to control what sites and content a child has access to.

• For moms whose job it is to keep track of everything for their families (isn’t it always?), BiKN offers thumb-drive-like devices that attach to what moms want to locate (backpack, keys, pet, etc.).

• PowerBag is a line of backpacks, rolling luggage and messenger bags that charge gadgets as they are transported, via a built-in battery and pre-routed USB and Apple charging connectors. For a mom (or anyone) who travels on business, this is a great option..

• For the fashionable woman in every mom, there are iPad, computer, and phone covers in more styles than most of us could possibly imagine. I particularly liked the creativity and fun shown in the styles by Built.

Clearly, smart companies are finally recognizing moms’ role in tech purchases and launching products that enable them to be the best moms that they can be.

What features attract moms and dads who are car shopping? Following are some key findings from a recent report about parent preferences from the organization Leasetrader.com:

• Parents’ Must-Have Tech Gadget: Rear Back-up Camera. The rear back-up camera scored the highest marks among parents polled because it offers a great sense of security regarding anyone or anything potentially behind the vehicle. 39.3% of parents said this would be their first choice in a tech gadget, followed by the ability to synch all electronics in the vehicle (21.7%).
•  Most Overrated Car Feature: Cool box. Of all the features available in cars today that are important to parents, including safety, functionality and technology, 42.4% of parents said they felt the cool box was the most overrated feature in a car. The cool box allows parents to keep food, beverages and other child essentials chilled during trips. 
•  Given the Choice Between Optional 3^rd Row Seats or DVD Package: Optional 3^rd Row Seats. 47.3% of parents chose optional 3^rr row seats over the DVD package (38.6% with 14.1% saying neither)

 Some other discoveries:

•  Most Surprising Vehicle: Mazda 5 Crossover. Parents love its ability to seat up to six passengers comfortably, the ease of getting car seats in and out, the abundance of storage space and a USB jack for technology favorites. On a scale of 1-10, with 10 the best, the Mazda 5 Crossover received an average score of 8.3. 
•  Best Sedan Choice: Ford Fusion Hybrid. Packed with features, this vehicle scored highest marks out of all sedans because of its full array of creature comforts along with its impressive fuel economy. It also offers a rear back-up camera and rear sensors, plus technology features that allow families to charge gadgets during the trip. On a scale of 1-10, the Ford Fusion Hybrid received a score of 7.9.