Edison Research Releases ''Smart Moms & Smartphones''

RADIO ONLINE | Wednesday, May 8, 2024

Edison Research

Moms and Media 2024, pulled from Edison Research's Infinite Dial series, continues to show U.S. Moms engaging heavily online and utilizing a variety of devices that play perfectly with the smartphone. Smartphone ownership has reached practically full saturation among Moms (98%) but they are still acquiring new tech to get even more out of that necessary mobile device.

In 2024, 47% of Moms reported owning a smartwatch compared to the 37% we saw in the 2023 report. Ownership of wireless earphones or headphones also saw an increase over last year, with 75% of Moms now owning them, up from 71%. Smart devices, like watches and wireless earbuds, allow Moms to do even more with their smartphones, especially regarding their audio usage and consumption.

Forty-three percent of Moms are weekly podcast listeners and additionally, 82% have listened to online audio in the last week. With wireless earphones, Moms can listen privately anywhere, which helps to create more listening opportunities.

Moms' media habits reflect a heavy lean on the smartphone, which we have observed and tracked in our research for years. The very substantial 4 hours and 4 minutes that Moms average daily online is undoubtedly a result of having a smartphone at the ready.

Another byproduct of smartphone ownership for Moms has been high social media consumption. This year, the firm found 97% of Moms currently use some type of social media, with 96% saying they have used it in the last week. Such commitment is made possible by the constant access a smartphone provides, where waiting for anything idly has been replaced with social media scrolling.