Moms and Media 2016: The Recap

In 2016, moms continue their mobile ways, moving further away from computers for media tasks.  The smartphone, with its ownership still soaring, is the ‘go to’ device for mom for just about everything.  In the latest edition of Moms and Media, the mobile tendencies of mom are clear and more pronounced with a decline in computer usage for common activities such as Internet access.

access internet most

The decline in computer as a preferred device is illustrated in the tracking data for moms’ online radio usage.  This year 39% of moms who listened to online radio in the last week did so via computer, which is down significantly from the 61% that said so in 2015, and an even more dramatic decline from the 70% that reported doing so just two years ago.   While computer has consistently faded, the smartphone has become the preferred way, with 70% of moms listening to online radio in the last week via smartphone.

Computers fading for moms online radio

Aside from overall Internet access and online radio, we see the mobile factor in social networking as well. The data shows that 62% of smartphone moms use social media several times per day. This group is highly engaged, using the mobile technology to comment, post and tag on a regular basis. Looking specifically at Facebook, moms who used it in the last month are checking almost obsessively, with an average of 10.1 times in 24 hours. Smartphone moms are even a tad higher, with an average of 10.5 times.

Facebook check in 24 hours

For those who have used Facebook in the last month, the cell phone is the way they access this social media site most.  Three quarters of moms and almost two thirds of the total respondents from the Infinite Dial said they use their cell phone to access Facebook most.  While the tendency to favor computer is much lower for both groups, moms are even less likely to access Facebook most via a desktop or laptop.

FB access via cell

While moms are loyal to Facebook, they are using multiple social media sites during the week.  Mobile makes this possible; allowing any time access and an efficient balance of different sites for different needs.

multiple social sites

Most notably, Pinterest is making gains with moms.  In 2016 it continues its growth momentum, with about half of moms now using the crafty social media site.  Instagram is another site gaining more moms this year, with 29% reporting usage.

half of moms use Pinterest

To download the full Moms and Media 2016 report, click here.

How the study was conducted:

The Moms and Media report is based on a sample of 319 moms from the Edison Research and Triton Digital Infinite Dial report.  A total of 2,001 persons were interviewed to explore Americans’ use of digital platforms and new media. From 1/5/16 to 2/10/16, telephone interviews were conducted with respondents age 12 and older who were selected via Random Digit Dial (RDD) sampling. Interviews were 52% landline phones and 48% mobile phones.

Organic Valley understands real mornings

Here at Edison, The Research Moms are always sharing advice to each other about the trials of parenting, the joys of motherhood and everyday things that inspire us.  We came across a video that we think is so spot on, we had to share it not only with each other, but with all of you!  The Research Moms give a big shout out to Organic Valley, the makers of Organic Balance for telling it like it is in the Real Morning Report.

Weekday mornings are no easy feat, and getting out the door in a timely fashion can be downright monumental on some days.  According to a study from The Research Moms, it takes moms an average of 93 minutes to get themselves ready to leave the house on a typical weekday.    Some moms need even more than that, with 21% citing at least two hours for their morning routine.  So do moms have time for crow pose or journaling?  Likely not.  Thanks again Organic Balance for keeping it real.

How the study was conducted:

The Research Moms conducted a national online survey of 540 mothers with children age 21 and under.

Gearing up for Moms and Media 2016

Moms_and_Media_2016_coverApril is just about over which means May is right around the corner.  With May comes spring weather, Mother’s Day and the annual Moms and Media report.  Edison Research will release the sixth installment of Moms and Media along with a webinar on May 5, 2016.

Taken from the Infinite Dial study conducted by Edison Research and Triton Digital, Moms and Media 2016 will focus on how Moms think mobile first, and continue to use their smartphones for just about everything media.  The report will feature fresh tracking data about social networking, mobile device ownership and Internet usage.  We’ll highlight how moms are still consuming more traditional forms of media like radio and television, while also taking in newer types like podcasts and audiobooks.

It is known that smartphones are the ‘it’ for moms.  They are increasingly reliant on that technology and what it brings them 24/7 in the palm of their hand.  With smartphone ownership soaring among moms and even the total population, the mobile platform continues to be a priority and drive lifestyle behavior.   In this year’s study, among moms with Internet access, 51% said they go online most using their cell phone.  In comparison, 41% of moms with Internet access said via computer and 8% said tablet.

access internet most

Please join us on Thursday, May 5th at 2:00 pm EST when we present Moms and Media 2016.  Log in for insights and findings about how moms are not only consuming media and engaging in social networking, but also how they are relying on mobile to allow them to do it.

Register here:


Is mom too busy for a date night?

As February 14th approaches, the Research Moms of course are wondering how moms spend the holiday of friendship and love. With diapers, homework, family dinner, chauffeuring, does mom have time for a date night? A third of moms in our study say they celebrate Valentine’s Day with just a card or some candy. Another 22% go out for a date night and for 18% of our moms, Valentine’s Day is just another day.

How do you typically celebrate Valentine's Day-

Moms who are not married, but in a relationship, are more likely to say they celebrate with a date night out (37%). Many first time moms with children age 2 or younger are spending Valentine’s Day with a night out as well (35%).

At times I find it sad that more moms aren’t getting out for a date night on Valentine’s Day since many moms still rank romance as important (more on this to come), but then I think about what goes through my own mind when it comes to planning a date night for Valentine’s Day, it goes something like this:

Valentine’s Day is coming, my husband and I should take advantage and go out for a dinner date. Okay, so first we need a babysitter. And then we need to decide, where do we go? Two months ago we were reluctant to commit to going out on Valentine’s Day, so can we even get a reservation anywhere at this point? Not to mention, is a higher priced meal with a limited set menu how we really want to spend our money for one of our precious nights out? Oh and it falls on a Sunday this year. Is homework going to be done by the time we are ready to go out? What activities do the kids have the next day that I need to prepare for? We better not stay out too late, I don’t want to be tired the next day since I have a presentation to give at work in the morning and an event at my son’s Tae Kwon Do school later in the evening.

The more I think about it, celebrating Valentine’s Day with “just” a card and candy sounds “just” right. Untitled


time for change

Time for Change

It’s the first month of a new year. Well, hello there January! The Christmas cookies are long gone and the decorations put away for another year. Schedules have returned to normal and we see a lot less shimmer and shine. Gyms are much more crowded this month and the phrase “new year, new you” is seen in far too many ads. Change and self-improvement are on the minds of many moms this time of year.

Change is a scary thing, and for some it is downright terrifying. However, a new year brings new promises, even for those resistant to stepping outside their box.   Based on data from The Research Moms, there are some areas for moms that are ready for change.

Take exercise, for example. According to our research, 47% of moms said they exercise fewer than three days per week, with 15% saying they don’t exercise at all. Something is always better than nothing, so there is clearly room for improvement here for those moms looking to move more.

While getting fit is high on the resolution list, makeovers can rival diet and exercise. For moms looking to update their look, this could be the time. In our survey we asked moms how many times they have significantly changed their hairstyle in the last five years. The data shows that while about 22% of moms have changed hairstyle at least five times, many are not so adventurous. Most of us are known for a signature style but for the 41% of moms who have changed hairstyle just once or not at all in the last five years, 2016 could be the year for a new ‘do.

Volunteering is another area that moms may want to put some attention to this year. In our research study, we asked about volunteerism among moms. The majority of moms, at 61%, said they volunteer at least occasionally. Kudos to the 26% who said they volunteer frequently and make it part of their schedule.   However, nearly 4 in 10 moms admit to almost never volunteering. Volunteering can come in many forms and for those moms who want to get more involved and give their time in any capacity, opportunities do exist.

As moms, we want to go big and do it all (because in most cases we can), but when it comes to self-improvement, whether physical or emotional, too much can sabotage our best intentions. With so much hype and pressure to do things bigger, smarter and better in 2016 how do moms draw the line between an attainable goal and one that is just a bit too lofty? They key may be to start small. Often the smallest tweaks can yield the greatest rewards. Even if 2016 is starting out less than awesome, hang in there and remember that you don’t need a new year for a fresh start. You get one each and every morning.

How the study was conducted:

The Research Moms conducted a national online survey of 540 mothers with children age 21 and under.