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Moms and Media 2013 by Edison Research
Moms are highly connected users of technology who embrace devices like smartphones and tablets to help manage their busy lives. A survey found that over 90% of moms are online, with over half checking Facebook multiple times per day from their smartphones. While moms still enjoy traditional media like radio and TV, they are increasingly using new technologies like streaming video and social media. Tablet ownership among moms has grown significantly in just one year. Moms blend traditional and modern media in their daily lives to stay connected, informed and entertained.
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Moms and Media 2013 by Edison Research
- 1. Moms and Media2013
- 2. Methodology Overview • InFebruary 2013, Arbitron and Edison Research conducted a national telephone survey (landline and cell phone) of 2,021 people aged 12 and older • The sample yielded 319 Moms • “Mom” is defined as a woman having a child under 18 living in her household • This study is from the Infinite Dial series which dates back to 1998
- 3. Mom in 2013is connected, mobile and of course a multi-tasker Moms are a highly sought after demographic group in advertising and marketing She is a decision maker; always planning what’s next on her agenda
- 4. Today’s Mom understandsthe importance and benefits of technology. In fact, she embraces it. Mom looks to technology to help her navigate her busy day. Mom needs technology
- 5. Moms are socialsavvy They like, they follow and they respond to brands and retailers who are authentic Advertisers and marketers want to be ‘liked’ by Mom
- 6. Moms and Media2013 Themes that emerged from Moms and Media this year: • Moms continue to take their Internet on the go • Social networking remains solid and access via cell is rising • Tablets are gaining traction • Smartphones are taking on new responsibilities • Moms still consume traditional media, but blend it with modern technology
- 7. The majority ofMoms are over age 35 Age: 18-24 15% 25-34 28% 35-44 33% 45+ 24%
- 8. More than halfof Moms are employed Employment status: Full-time 40% Part-time 16% Temporarily unemployed 6% Homemaker 24% Retired 5% Student 9%
- 9.
- 10. Almost all Momsare online 90% Moms with Internet access from any location
- 11. 2:53 2:43 2:36 2:04 1:47 1:34 2013 2012 2011 2010 2009 2008 Mom gives Interneteven more of her precious time Self-reported hours spent with Internet in the last 24 hours (HH:MM)
- 12. Moms maintain leadover others with time spent online Hours spent online in the past 24 hours (HH:MM) 2:53 2:43 2:36 2:04 1:47 1:34 2:38 2:25 2:22 1:56 1:46 1:32 2013 2012 2011 2010 2009 2008 Moms Total Respondents
- 13. Mom gives morethan one third of her day to media Self-reported time spent with Internet, television, radio and newspapers in the last 24 hours 2013 8 hours 37 minutes 7 hours 3 minutes 2003
- 14. Wi-Fi is anecessity for Mom % of Moms With Wi-Fi Network in Household 60 74 75 2011 2012 2013
- 15. Mom uses Wi-Fito the fullest “How many total devices are connected to the Internet in your home?” Base: Moms with Wi-Fi at home 35 25 41 One or Two Three or Four Five or more On average, Moms have about five devices connectedpercent
- 16. Mom shops online,but not as much as Dad does % saying they shop online at least sometimes… 50 12 12 59 23 14 at home while at work when not at home or work Moms Dads Base: Those who currently access Internet Dads are much more likely to shop online while at work
- 17. Being Social inthe Motherhood
- 18. Facebook familiarity holdingsteady with Moms 93% of Moms have heard of Facebook
- 19. 9 21 50 62 72 72 2008 20092010 2011 2012 2013 More than 7 in 10 Moms have a profile on Facebook % of Moms who have a profile page on Facebook Growth has leveled off in the last year
- 20. Mom is becominga Facebook veteran “How long have you been a Facebook user?” Base: Moms with a profile page on Facebook 14 56 23 86 41 28 23 Less than one year Between one and three years Between three and five years Five years or more 2012 2013 Almost a quarter of Facebook Moms have now been on the site for at least five years percent
- 21. 70 50 32 Instagram Pinterest Tumblr Newsocial media are on Mom’s radar Awareness is high for new social media sites % of Moms familiar with each
- 22. Pinterest is outahead faster with Moms A board on % of Moms who have… 22% 3% An account with 17% An account with
- 23. 47 46 37 32 18 11 2013 2012 2011 2010 2009 2008 Almost half ofsocial media Moms check in multiple times on a daily basis % of Moms using social networking Web sites several times per day Base: Moms with a profile page on a social networking site Moms show no sign of breaking the social networking habit
- 24. Mom checks Facebookconstantly Average number of times checking Facebook in 24 hours 5.1 Moms 4.9 All Facebook Users 3.5 Dads Base: Those with a profile page on Facebook
- 25. Cell phones continuegaining traction for Facebook access “Which of the following ways do you ever access Facebook?” Base: Moms with a profile page on Facebook 93 65 22 86 72 37 Desktop or laptop computer Cell phone Tablet 2012 2013percent Nearly three-quarters now use cell phone to access Facebook
- 26. For Mom, cellphone is equal to computer for accessing Facebook most “Which one way do you access Facebook most?” Base: Moms with a profile page on Facebook 46 45 7 Desktop or laptop computer Cell phone Tablet percent Smartphones are driving mobile Facebook access
- 27. Mom’s Facebook accessis not the same as others “Which one way do you access Facebook most?” Base: Those with a profile page on Facebook 46 45 7 51 39 6 Desktop or laptop computer Cell phone Tablet Moms All Facebook Users Moms are more likely to access Facebook through cell phone percent
- 28. Half of FacebookMoms have more than two hundred friends “Approximately how many Facebook friends do you have?” Base: Moms with a profile page on Facebook Fewer than 100 friends 34% 100-199 friends 17% 200-299 friends 18% 300-499 friends 16% 500 or more friends 15%
- 29. 303 friends Mom hasmore friends this year on Facebook 255 friends Average number of Facebook friends for Moms Base: Moms with a profile page on Facebook 2013 2012
- 30. Moms have moreFacebook friends than Dads 303 Average number of Facebook friends for Moms 291 Average number of Facebook friends for Dads Base: Those with a profile page on Facebook
- 31. 42 39 38 MomsDads All Social Media Users Moms are slightly more likely to follow brands on social networking sites “Do you follow any companies or brands on any social networking sites such as Facebook or Twitter?” Base: Those who use social networking web sites or services percent
- 32. 83 11 Facebook All OtherSocial Media Sites Mom chooses Facebook most to connect with brands “Which ONE social networking site or service do you use most to connect with brands or products?” Base: Moms who follow brands on social networking web sites or services Facebook is the champion for connecting to brands and companies percent
- 33. Mom is veryaware of Twitter… % of Moms who have heard of Twitter Yes 94% No 6%
- 34. …But tweeting isstill slow to catch on 9% 2011 2012 10% 2013 13% The percentage of Moms who ever use Twitter
- 35. Let’s Make ADeal
- 36. About one quarterof Moms use ‘Daily Deals’ % of registered ‘Daily Deals’ users Registered 'Daily Deals' users 25% Non-users 75%
- 37. Mom is morelikely to be a ‘Daily Deals’ user 25 16 14 Moms Dads Total Respondents % of registered ‘Daily Deals’ users percent
- 38. ‘Invitation-Only’ sales sitesare a new option for Mom % of ‘Invitation-Only’ registered members (Fab, Touch of Modern, Gilt Groupe and The Foundary) ‘Invitation-Only' members 6% Non-members 94%
- 39. Busy Moms areMobile
- 40. Reach Mom onher cell phone 95% of Moms own a cell phone
- 41. Moms continue tolead smartphone ownership % who own a smartphone 64 61 36 15 8 53 44 31 14 10 2013 2012 2011 2010 2009 Moms Total Respondents
- 42. Cell phone isusually close by Mom “How often is your cell phone with you or nearby, when it is within arm’s length?” 74 89 Cell phone Moms Smartphone Moms Percent saying “Always” or “Most of the time”
- 43. Smartphones are notjust for calling % who use their smartphone at least once per day for each item 95 89 67 56 54 37 Make or receive calls Send or receive texts Browse the Internet Social networking Take pictures Play games Base: Moms who own a smartphone Page 1 of 2
- 44. Smartphones are notjust for calling % who use their smartphone at least once per day for each item 30 18 17 11 8 3 Listen to online radio Watch video Scan a QR code Base: Moms who own a smartphone Page 2 of 2 Listen to downloaded music Add photos to social networking sites Access coupons or special offers
- 45. Mom is moreof a smartphone photographer 39% Smartphone Total 54% Smartphone Moms % saying they use their smartphone at least once per day to take pictures
- 46. Tablet ownership jumpswith Mom in just one year 22% 2012 Base: Moms owning any type of tablet 2013 31%
- 47. Moms blend traditionaland modern media habits
- 48. Alarm clock 21% Clock radio 14% Cellphone 42% Wake up some other way 23% The cell phone is the wake up call for Mom “Which ONE of the following do you use most often to wake up in the morning?”
- 49. Mom listens tothe radio at work 43% of working Moms listen to the radio while at work
- 50. Smartphones have settledin for at-work listening Among Moms who listen to the radio at work, the % who listen on… 56 19 24 a regular radio a computer over the Internet a mobile device such as a smartphone In 2013, mobile devices are now preferred over computer streaming
- 51. Two-thirds of Momsshare some part of their television viewing time with Internet usage Base: Moms with Internet access Do not use Internet while watching TV 34% Use Internet while watching TV 66%
- 52. Mom is watchingInternet video but Dad is watching more “Have you viewed video over the Internet…” 67 57 47 77 68 57 Ever In The Last Month In The Last Week Moms Dads Base: Those with Internet access percent
- 53.
- 54. • Internet isa daily staple for Moms; they remain well connected with devices both at home and on the go • Most Moms use the Internet while watching TV • Moms continue to heavily use their smartphones for social networking and Internet access • More than other demographic groups, Moms also utilize smartphones for everyday tasks like waking up, at work listening and taking pictures What Moms told us in 2013 Page 1 of 2
- 55. • Facebook remainsthe social media site for Moms to engage • Although Facebook profile growth is flat, Moms are adding more ‘friends’ • Moms are curious about new, up-and-coming social media sites like Pinterest, Instagram and Tumblr • Tablets are a growing trend for Moms; blending in to her mobile and busy lifestyle What Moms told us in 2013 Page 2 of 2
- 56. Moms and Media2013 Presented by Melissa DeCesare Vice President, edison research & mom of two [email protected] @MelissaDeCesare www.edisonresearch.com