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Donna Sabino

Member since July 2002 Contact Donna

  • SVP OTX
  • 275 7th Ave
  • New York New York
  • 10001 USA

Articles by Donna All articles by Donna

  • When Moms Defer To Digital Dads in Engage:Moms on 10/31/2014

    We tend to think of moms as children's first teachers, their guides as they learn about and explore the world. But as digital technology becomes a greater part of kids' everyday lives, are mothers the ones shepherding them online to engage in interactive experiences? When looking at the media and technology co-consumption behaviors of moms and dads with their children, interesting patterns emerge.

  • Are You Really Connecting With The Connected? in Engage:Moms on 09/03/2014

    As marketers evaluate our ever-evolving leisure-time environment, the critical role played by Millennial Moms cannot be overstated. Not only do they represent an audience of influential customers with expanding economic power today, they are also responsible for teaching content consumption behaviors to next generation audiences, their kids. According to our research, these moms are using new tools to connect, communicate and consume content and their kids are watching and modeling these new media behaviors.

  • Did You Have a Happy Techgiving, Mom? in Engage:Moms on 12/03/2013

    At this time of year when we traditionally reflect on those things in our lives for which we are thankful, we asked moms of kids aged 12 and under through the research community HearWatchSay to share their thoughts about the specific devices and technologies for which they are most grateful. In analyzing their responses, perhaps even more illuminating for marketers than the items that made moms' lists were their rationales for including them.

  • The Importance Of The Teacher in Engage:Moms on 08/30/2013

    Millions of kids are heading back to school. Along with brand new school supplies and new outfits, the first day of school usually brings a new classroom instructor. The idea of a new teacher can be intimidating for some kids. However, what kids sometimes forget is that they, themselves, are teachers. In fact, kids aged 6-12 years old find themselves teaching their parents about all kinds of things including media and technology. We find this to be especially true if their parents are Baby Boomers or older Gen Xers.

  • Cautious Moms, Casual Dads  in Engage:Moms on 05/31/2013

    We know the presence of kids in a household is highly correlated with the acquisition of a variety of internet-enabled devices and services. So much so, the idea of today's mothers using internet-enabled technology to more effectively manage their consistently busy family lives has become almost clichd. However, questions remain about if, when and/or how moms are passing down those feelings and behaviors about digital tools and experiences to their children. Do kids learn about the benefits of the digital world from their moms?

  • Can Current Events Change The Tide? in Engage:Moms on 03/29/2013

    The heinous events that took place in Newtown, Conn., on Dec. 14, 2012, seemed to shake the country to its core. Whether a parent or not, virtually everyone felt an overwhelming sense of pain and profound sadness at the unspeakable loss that community endured. The President of the United States called it the worst day of his presidency.

  • Thankful For Time Spent Together All Year Long  in Engage:Moms on 11/30/2012

    While we cherish the approaching holiday season as the time of year to spend quality time with friends and family, busy moms treasure special moments of family togetherness each and every day. Visualizing today's moms, the marketing images of time-pressured, over-stressed and economically stretched women tend to come to mind. However, the moments which are most salient to these hard-working moms are those daily opportunities when they can meaningfully connect with their children.

  • Giving Them Every Advantage  in Engage:Moms on 06/06/2012

    As the seemingly never-ending debate rages on, comparing moms who work outside the home to moms who stay at home, perhaps the focus should be redirected to highlight the different advantages each type of mom bestows. Data from our newly released LMX Family study adds unique perspective to the discussion by comparing the media and technology ecosystems in which kids aged 6-12, in both types of households, are growing up today.

  • Next-Gen Moms: They're Here With Their Own Rules. Are You Ready?  in Engage:Moms on 08/03/2011

    Who decides what's right or wrong, allowed or forbidden, included or excluded? In most homes, the answer is mom. Moms of young children play a big role in what is deemed appropriate and acceptable for her family. But what are the criteria mom uses to decide what is in or out? With unprecedented access to information and to each other, this generation of moms is empowered, connected, informed and establishing its own sets of rules for families.

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