LMX Family

A Window into the Media Life of the American Family

Media and technology are a ubiquitous part of life today for families with young children. For parents and kids they help with the respective challenges of growing responsibilities and growing up; and also enable families to better connect to and bond with each other. With the emergence of new technologies and new media platforms, we are seeing the addition of new dimensions to traditional family dynamics... dynamics that are shaping the consumers of tomorrow.

The LMX advantage

Providing the full picture of a kid’s day

At the heart of all LMX studies is a 24 hour diary that records all media consumption in the context of daily activities as well as co-usage, location and simultaneous media activities.

Through this 24 hour diary we uncover the amount of time that children spend on different activities and with different media - both traditional and emerging. This paints a picture of a typical day for kids covering their media, leisure and non-leisure activities. And with over two years’ worth of data, we can map kids’ evolving lifestyles in the wake of the adoption of new technology.

Deeper insight into new behavior

Alongside the diary, the Usage, Attitudes & Aspirations module captures this audience’s current and future ownership of a wide range of devices; their expenditure on a range of media content; and their participation in social media and other activities. Through LMX Family you can see the relevance and role of emerging media for this both kids and parents

A one-of-a-kind study covering traditional and emerging media

LMX (Longitudinal Media eXperience) Family is the only study to tap into the family media experience with the depth it deserves.

Conducted annually among 2,700 US families (700 with preschoolers 0–5, 2,000 with kids 6–12 years old), LMX Family is comprised of:

Kids’ (6–12) eDiary that captures leisure, non-leisure and media activities of the past 24 hour da
Activities & Usage module of Kids & Preschoolers (0–5, completed by parent
Co-entertainment Attitudes & Usage module that is completed by parent

Insights from kids 0–12 years and parent

LMX Family is unique in covering kids from preschool to middle school, giving you an unprecedented look at the genesis, development and interplay of media and technology within families.

LMX Family collects data from both a child and a parent in the same household. This single source allows multidimensional analysis at the child, parent and household level.

In-depth, expert analysis

The findings are delivered in an annual report. As a subscriber to LMX Family you also have access to all current and historical data via an interactive online reporting interface.

All analysis of data from LMX Family is led by Donna Sabino, SVP of the Kids & Family practice at Ipsos MediaCT and an expert in this field of research with over 25 years experience.