Edison Research Issues ''Moms and Media'' Study

RADIO ONLINE | Friday, May 12, 2017

In the latest edition of "Moms and Media," which focuses on U.S. mothers and is drawn from the Infinite Dial series from Edison Research, the Internet takes the biggest piece of a mom's daily media consumption. On average, moms spend three hours and thirty one minutes using the Internet daily, surpassing time spent with TV and radio. Smartphone ownership is still rising among moms, showing even more gains in this year's report.

Compared to the total sample from the Infinite Dial, moms are leading in smartphone ownership. In 2017, 86% of moms owned a smartphone. For moms with Internet access at home, more than half (55%) said they access the Internet most using their cell phone. In 2017, the gap between computer and cell phone is even wider than last year, with the smartphone showing its impact again.

Not only did Moms and Media 2017 highlight the power of the smartphone, but the data also reflects the continuing commitment that moms have to social media. This year, 93% of moms use some social networking site or service. That percentage is up from the 88% from last year and has consistently been rising. 62% of social networking moms checking those sites several times per day.