AOL/Roper Survey Uncovers Group of Super Parents - Called Chief Everything Officers - Surprise, One-Third Are Men!

Business Wire, Sept 28, 2004

DULLES, Va. -- Maria Shriver Honored with First Ever Chief Everything Officer Award Event in New York City

CEO used to mean Chief Executive Officer, but no longer. For millions of parents today, it means Chief Everything(TM) Officer. According to a new AOL/Roper Public Affairs survey, 41% of parents describe themselves as Chief Everything Officers - they take charge and manage everything in the home, and do it well. Surprisingly, the survey found that more than a third of these modern-day Chief Everything Officers (37%) are men. The survey was conducted by Roper Public Affairs, part of NOP World, for America Online, the world's leading interactive services company.

Details of the survey are being released today at the first AOL Insights Series, which is intended to address key audience segments. A distinguished panel of experts will discuss the survey from various perspectives. In addition, award-winning journalist, best-selling author, mother and First Lady of California Maria Shriver will receive AOL's first Chief Everything Officer Award in recognition of her efforts to shine a spotlight on women as they strive to balance their lives.

How do these Chief Everything Officers do it? According to the survey, they succeed where others struggle because they are:

--more organized: 43% of Chief Everything Officers say they are excellent at being organized, compared with just 16% of other parents.

--more technologically inclined: 44% use Websites with household tips, vs. 36% of other parents.

--adapting workplace management skills for the home: 62% say they are excellent at multitasking, versus 33% of other parents.

--taking advantage of flextime: 72% use flextime to balance work and family, compared with 58% of other parents.

Chief Everything Officers - both moms and dads - also appear to be particularly influential in the marketplace and with friends and family. According to the survey, this group is more likely than other parents to be the primary decision maker about most household purchases. For example, 59% of CEOs make decisions about groceries to buy, compared with just 37% of non-CEO parents. Chief Everything Officers are also more likely to be asked for their advice on everything from raising children (76% vs. 65%) to managing finances (51% vs. 35%), and they are more likely to describe themselves as excellent when it comes to making smart decisions about major purchases (49% vs. 31%).

"These CEO's are leaders in their communities - and an indicator for parents in general," said Michael J. Kelly, President, AOL Media Networks. "Our Insights Series is designed to examine key audiences like parents because they are the most powerful consumers in the country, and AOL has always been committed to meeting their online needs."

"Our mantra is to make every day easier for families," said Tina Sharkey, Senior Vice President, Life Management & Community, America Online. "And this closer look at particularly effective family managers is helping us understand America's families and anticipate their needs - whether it is recipes for dinner, paying their bills or full service homework help."

Summary of findings about Chief Everything Officers:

--41% of parents fall into the Chief Everything Officer category - representing about 28 million Americans; 63% of the parents in this group are women, 37% are men.

--Chief Everything Officers are more likely than others to assume various household roles, such as family doctor (71%), therapist (53%), and disciplinarian (69%). And 68% consider themselves child-care professionals, compared H with just 44% of other parents.

--Chief Everything Officers are marketplace decision makers. They are more likely than other parents to make decisions about brands of grocery products to buy (59% vs. 37%), phone services to use (56% vs. 32%) and Internet service providers (49% vs. 28%).

-- They rate themselves as excellent at making smart buying decisions (49% vs. 31%).

--Chief Everything Officers are influencers with friends and family. For example, 51% say they are turned to for their advice or opinion on managing finances, compared with just 35% of other parents.

-- They utilize technology to save time. Chief Everything Officers are more likely than other parents to use online calendars (15% vs. 8%) and Websites with household tips and information (44% vs. 36%) to help organize their home.

-- They are also committed to organization. For example, 54% have a regular schedule for house cleaning or laundry, compared with 41% of other parents.

--Chief Everything Officers are more likely to see the benefit of flextime - and use it. Similar to other parents, 65% of Chief Everything Officers say that having flexible work hours to help balance work life and personal life is very important. But 72% say they have used flextime to balance work and home life, compared with 58% of other parents.

-- They are a decidedly mainstream group of parents. Their average age is 38 years old, they are dual-income, middle-class families. Median household income for this group is $47,600, 73% are married and 74% of them are employed.