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Marketing Analytics
Client
Google Family Link
Project type
Data Analytics
Date
Nov 2022
Project Description
Situation: Google Family Link is a parental control software with a mission to ensure a safe online environment for all the kids. Popular features include content restriction, bedtime suggestion, GPS locating, and download restriction.
Complication: Data from PEW Research Centre 2020 revealed that parents were showing strong concern towards parenting in the age of screens when letting their children interact with technologies and digital devices.
Question: How can Google Family Link utilise the data from PEW Research Centre to understand their target consumers better and enhance their current offering services?
Answer: [1] The brand should capture the needs of different segments when marketing product benefits to acquire more users. [2] The concerns with higher correlation with risk perception among parents could be the source for the valid introduction of premium features.
Data findings:
Primary users include female aging 30-59 years old, social media users, fully perceivers that accessing to a smartphone has more risks then benefits. Their major need is to protect their kids online safely.
Secondary users include both female and male aging 30-49, social media users, fully perceivers that there are more benefits than risks when using a smartphone. Their major need is to support their kids to grow better utilising digital advancement.
Most parents do not think mobile can help their child learn effective social skills, but it is a risk from using mobile. Instead, develop healthy friendships and do well in school are the main mobile risks that drive their concerns. Some parents cited mobile can help their child be creative and pursue hobbies and interests.
