Target Audience

Time spent with family members has been shown to have positive effects on both psychological well-being as well as the academic achievement of children.1, 2 For example, a University of Michigan study found that children who spend more time eating with their families have fewer behavioral problems and perform better in school.2 However, many families have busy schedules that do not allow them to spend quality time together, leaving interactions that revolve around logistics instead of meaningful conversations.3 Similarly, extended families are often separated by long distances. Over 10% of all families changed residence between 2007 and 2008.4 This leads to an increasingly spread family system, and a lack of a support system for many young families. Our product, an interactive and digital family tree, will help families separated by geography or busy schedules stay connected. It will help to preserve and pass along family histories, milestones, and accomplishments.

Most families that move to new areas do so for economic or employment reasons.4 Thus, we are targeting our product to middle to upper class families, and marketing to middle-aged mothers, who appreciate family connection but may not live near their extended family. This product is geared towards families who are already technologically savvy, and who own and use numerous gadgets on a daily basis. According to Pew Research, 55% of adults have a smartphone, and 42% have a tablet.5 Our product would be best utilized by these adults and their families, who have both the technological experience and the monetary resources to utilize it. Our product will be targeted to English speakers, although the iconic representation of vital features will make it possible for families of every language group to share and relive experiences in their own native tongues. While younger generations cannot directly live through their grandparents experiences, the older generations can still pass memories to their distant family. Far-away relatives can stay up to date on important family moments. And this information will remain in the family for generations, continuously building an interactive scrapbook of distant memories and recent events.

Lisa Bennett
Parent Purchaser
6

My family and I use technology all the time, but I wish we could do it in a more meaningful way. 46 Architect Chicago, IL iPhone7 Work laptop Family desktop Ben, 48 Lily, 17 Charlie, 14 Facebook8 Pinterest
Work 10 hrs Study Help 2 hrs Dinner 0.5 hrs TV 1.5 hrs Leisure 5 hrs Alone 1.5 hrs

Chores 2 hrs

Family 3.5 hrs

Goals My daughter will be heading off to college next year and I would like our family to remain close. I want my kids to know more about their extended family who we dont see very often. Frustrations I bought my kids cell phones for safety but now theyre using them way too much. 10 A lot of the conversations I have with my family are about scheduling or silly YouTube videos. 11

Sleep 7 hrs

Daily Schedule9

Julia OConnor
High School Sophomore
12

I use social media to connect to my friends in places I used to live Kathryn, 42 Dennis, 45 Cole, 12 Luke, 10 Facebook Instagram Twitter 16

15 Student San Diego, CA Android phone Shared family laptop 15

Leisure 4 hrs Sports 1 hr

Friends 2 hrs

Family 2 hrs

Goals Im going to college to study to be a veterinarian. Im going to get a good job and live in a city. Ill try not to move once I have a family. I think its important to have a place to call home. Frustrations Moving all the time is hard. I have a best friend in five different cities, but no REAL best friend. "I've never really lived near my extended family... We're pretty spread out."

School and Studying 10 hrs

Dinner 0.5 hrs TV 1.5 hrs

Sleep 9 hrs

Daily Schedule13, 14

References
Noun Project Icons Information: Marc Orro, from The Noun Project Home: Edward Boatman, from The Noun Project iPhone: Edward Boatman, from The Noun Project Share: Benni, from The Noun Project Target Audience 1 Kawachi, I & Berkman, L. F. (2001). Social ties and mental health. Journal of Urban health, 78(3), 458-467. 2 Hofferth, S. L., & Sandberg, J. F. (2001). How American children spend their time. Journal of Marriage and Family, 63(2), 295-308. 3 Networked Families. Pew Research Center, Washington, D.C. (October 19, 2008) http://www.pewinternet. org/2008/10/19/networked-families/, February 16, 2014. 4 American Mobility: Who Moves? Who Stays Put? Wheres Home? Pew Research Center, Washington, D.C. (2008) http: //pewsocialtrends.org/files/2011/04/American-Mobility-Report-updated-12-29-08.pdf, February 18, 2014. 5 Mobile Technology Fact Sheet. Pew Research Center, Washington, D.C. (2014) http://www.pewinternet.org/factsheets/mobile-technology-fact-sheet/, February 18, 2014 Persona Data Parent Purchaser 6 Retrieved February 16, 2014, from: http://www.health.com/health/gallery/0,,20407134_7,00.html 7 Teens, Kindness and Cruelty on Social Network Sites. Pew Research Center, Washington, D.C. (November 9, 2011) http://www.pewinternet.org/2011/11/09/teens-kindness-and-cruelty-on-social-network-sites/, February 16, 2014.

References
8 Social Media Update 2013. Pew Research Center, Washington, D.C. (December 30, 2013) http://www.pewinternet. org/2013/12/30/social-media-update-2013/, February 18, 2014. 9 Social Media Update 2013. Pew Research Center, Washington, D.C. (December 30, 2013) http://www.pewinternet. org/2013/12/30/social-media-update-2013/, February 18, 2014. 10 How Mothers and Fathers Spend Their Leisure Time. Pew Research Center, Washington, D.C. (October 7, 2013) http://www.pewsocialtrends.org/2013/10/08/parents-time-with-kids-more-rewarding-than-paid-work-and-moreexhausting/st-parental-time-use-10-2013-11/, February 16, 2014. 11 Teens and Mobile Phones. Pew Research Center, Washington, D.C. (April 20, 2010) http://www.pewinternet. org/2010/04/20/teens-and-mobile-phones/, February 16, 2014. Teenage Student 12 [Untitled picture of teenage girl]. Retrieved February 17, 2012, from: http://www.seventeen.com/health/tips/stressrelief-tips-for-teens#slide-1 13 Larson, Reed W.. "How U.S. Children And Adolescents Spend Time: What It Does (and Doesn't) Tell Us About Their Development." Current Directions in Psychological Science 10.5 (2001): 160-164. Print. 14 Blackstone, Samuel. "How Americans Spend All Of Their Time [CHARTS]." Business Insider. Business Insider, Inc, 6 Sept. 2012. Web. 18 Feb. 2014. <http://www.businessinsider.com/heres-howamericans-spend-all-their-time-charts-2012-9?op=1>. 15 Teens and Technology 2013. Pew Research Center, Washington, D.C. (March 13, 2013) http://www.pewinternet. org/2013/03/13/teens-and-technology-2013/, February 19, 2014 16 Teens, Social Media, and Privacy. Pew Research Center, Washington, D.C. (May 21, 2013) http://www. pewinternet.org/2013/05/21/teens-social-media-and-privacy/, February 19, 2014