Families On the Go
American families are active and on-the-go. They know the importance building strong family foundations and they make time to spend together despite busy schedules. Reach them in the family-friendly locations they frequent with SeeSaw Networks. SeeSaw provides over 12,000 venues that deliver over 28 million weekly impressions and reach families when they are out and about.
Overview
Reach this mobile group on their weekends, Spring Breaks, summers and more with SeeSaw Networks.
For American families, spending time together is a priority. It is essential for children to feel connected with and supported by their families, and a primary way to accomplish this is by participating in family activities and excursions. Families on the go have at least one parent or legal guardian and have one or more children in the household. |
Venues Bars & Restaurants - Buzztime Bookstores - BordersTV Cafés - Ripple - Einstein/Noah's Coffee Shops - Coffee Bean & Tea Leaf Coffee Shops - Tully's Convenience Stores - TMI Dental Offices Gas Stations - PetroTV Gas Stations - PumpTopTV Grocery Stores Health Clubs - Cardio Health Clubs - WHEN Information Kiosks - Hotspot Juice Bars - Juice It Up Juice Bars - Robeks QSR - Jack In The Box Retail - Bookstores Travel Centers University Bookstores US Border Crossings Veterinary Clinics |
Day in the life
Day in the Life of Families On the Go
Engage Families on-the-go in their numerous daily activities with out-of-home digital signage.
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7:45 AM – Breakfast with the Family
7:45 AM – Breakfast with the Family
Mom, Dad, and the kids sit down together for a quick breakfast before it’s time to leave for school and work. |
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8:30 AM - A family trip to the Dentist Office
8:30 AM - A family trip to the Dentist Office
Mom drops her oldest daughter off at the junior high. She takes her 3rd grade son to the dentist for his annual teeth-cleaning. While in the waiting room, they notice the ads for family-friendly activities on the digital screen positioned on the wall in front of them. |
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10:00 AM – A coffee break at the Coffee Shop
10:00 AM – A coffee break at the Coffee Shop
After taking her son back to school, Mom meets a friend for coffee at the Coffee Bean & Tea Leaf. While waiting for her friend to arrive, she watches the eye-catching digital display containing information on the day’s weather and news highlights. |
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12:30 PM – A quick workout at the Health Club
12:30 PM – A quick workout at the Health Club
Dad squeezes in a workout at lunch at the nearby health club so that he can go straight home after work and have dinner with his family. He watches the set programming while on the treadmill. |
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1:00 PM – Stocking up at the Grocery Store
1:00 PM – Stocking up at the Grocery Store
Mom stops by the grocery store to buy a few things for the week before picking the kids up from school. |
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3:30 PM – Browsing books at the Bookstore
3:30 PM – Browsing books at the Bookstore
Mom takes the kids to the bookstore after school, where they each will be allowed to purchase one new book or CD. While browsing the shelves, each sees the strategically placed digital screens containing ads for both local and national products/entertainment. |
Activities
Activities for Families On the Go
Families on-the-go spend their days, weekends, and school-breaks in the following ways:
- Mom spends about 1.5 hours a day getting the kids ready for school, and about 2 hours dropping them off and picking them up from school and other activities (soccer, dance, etc.).
- She spends roughly 4-5 hours a day working at her part-time job or volunteering in school and community activities.
- Dad spends his days at work; nights and weekends he relaxes with his wife and kids.
- The kids spend the majority of their days in school or extracurricular activities. They have dinner with their parents nightly, and on weekends participate in a least one family activity such as a trip to the movies or the park.
- They take 1-2 family vacations per year and multiple day or weekend trips.
Research
Research About Families On the Go
“Strong families recognize that there are benefits and pleasures to be gained from time and activities together. They value the family and make special efforts to preserve time together for family activities and interaction. By spending pleasant time together, families build a reserve of good feelings and are able to cope with personal and family crises more effectively.”
Source: A-Family-Solutions-Network.orgFamilies On-the-Go Awareness of Digital Out-of-Home Media
- Families on-the-go are slightly more likely (66% to 62%) to have seen digital signage advertising. They find advertising on this media to be more unique and entertaining than on other more traditional media.
- Families on-the-go who are aware of seeing digital signage have, on average, seen it in five or six different locations.
- Families on-the-go are engaged with digital signage advertising at levels similar to those of general adults (47% for families vs. 44% for the general population).
- These families see digital signage at malls, grocery stores, gas stations, along highways, at convenience stores, and at entertainment retail stores among other locations.
Source: OTX Digital Out-of-Home Media Attitudes and Awareness Study - 2007
Download OTX Families on the Go Research
Download OTX Full Report
Spending Patterns of Families On the Go
- The average American family spends 5.1% of its expenditure on entertainment. (U.S. Bureau of Labor Statistics). 29% of families on-the-go have purchased an automobile in the past year, compared to 20% of general adults. Once a month or more, they go to a bar or restaurant with family or friends or colleagues (64%) and rent a video (48%). The most popular special activities in the last year were attending a sporting event, taking a vacation road trip, and attending a music concert
- Visits to national parks were up 1.3 percent, January-September 2007, compared with the previous year, with Yosemite and Yellowstone adding more than a quarter-million visitors.
- “I think we’ll see an increase in domestic travel and people looking for really good deals—for example, places where they can stay four nights and get a fifth night free,” said Ziff [Amy Ziff, Travelocity editor-at-large]
- American consumers are sight-doing, not just sightseeing” (Bob Whitley, president of the USTOA).
Media Consumption of Families On the Go
- Families on-the-go are slightly more likely (66% to 62%) to have seen digital signage advertising. They find advertising on this media to be more unique and entertaining than on other more traditional media.
- Families on-the-go who are aware of seeing digital signage have, on average, seen it in five or six different locations.
- “Media is not a discrete variable within the family environment; it is part of the rich interplay of variables that makes family life complex and formative.”
- Media consumption has been shown to be related to a number of family variables: Children in low-income families watch more television, watch more movies, play more video games, listen to the radio and CDs more, read less, and use the computer less than children in higher-income families. Similar patterns are found for parental education level, such that lower education levels are correlated with higher electronic media use.
