In Audience Measurement, Insights

Continuing our recent theme of entries regarding marrying telemetry/clickstream and survey data, this week we are taking a look at how online habits/visitation differ among those having a different number of children (under age 18) in their households, whether it be zero, one, two, or more.  

If you have not already done so, then we recommend you check out our recent entries that explore those switching jobs and moving to a new home to see other examples of how we can marry survey and telemetry/clickstream data, as well as our recent entry explaining why it is important to utilize the strengths of both types of data to create reliable and actionable learnings.

For this entry, we utilized our passively-metered, cross-device panel to establish a “single-source” of behavioral and attitudinal data at the person level that we can analyze thoroughly and with more certainty than if one was attempting to interpret the multiple data sources independently.  In this case, here is the question posed to panelists:

  • How many total children under the age of 18 live in your household?
    • 1; 2; 3; 4; 5 or more; None

 

In this entry, we are going to share three of the categories of sites that over-perform with larger household sizes.  The first group of brands that show a strong trend between the number of children in household and reach are entertainment-related:

A lot of the popular online streaming services see their popularity driven by viewers with children – especially those with at least a handful of them.  Large families are over twice as likely to use the largest streaming services such as Netflix, Hulu, and Amazon Prime Video on their phones and/or tablets than childless households.  Though it is not necessarily a video service, Google Play Games also sees a strong, almost deterministic relationship between household size and reach – further indicating the need for accessible entertainment in a large household.  With larger households, there is a greater need for entertainment, but there also appears to be more competition for that entertainment as apps/sites like these each see elevated reach levels when households have children.

Next, we take a look at the brands that help larger households save and/or manage their money:

The large multinational financial companies Visa, Mastercard (Masterpass), and Citi each see mobile traffic driven in part by households with higher amounts of children.  This is also the case with savings sites/apps such as Coupons.com and Offers.com.

Finally, we take a look at large retail sites:

Amazon, Walmart, and Target also each see their phone/tablet-based traffic driven by those with larger families.  While Amazon is visited nearly universally (90%) even by those without children, childless households are not visiting Walmart and Target as much as those with children.  Therefore, Amazon is likely seeing more competition from other retailers among those with children than those without children.

This data, among those with different numbers of children in their households, is just part of what is possible when marrying cross-device telemetry/clickstream and survey data.  At Verto Analytics our goal is to focus on deep consumer insights by analyzing both the attitudinal as well as digital behavioral cross-device data using our single-source panel.

Interested in learning more about cross-device consumer behavior? Check out our report The E-Commerce Ecosystem: The State of Cross-Device Digital Shopping, or listen to the webinar on demand here.

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