Moms And Media: 2011 is a new report derived from the Edison Research/Arbitron Internet and Multimedia Research Series. This study examines the media habits of this highly sought after demographic group – where they are ahead of the curve, and where they lag. Since we have tracked this data since 1998, the report examines at key trends and how those behaviors have changed over time. The report also compares Moms to Dads, as well as to the general population, with a focus on what makes Moms and their behaviors associated with both online and offline media consumption unique.
Key findings include:
Moms have come to depend on the Internet for everyday life as their most “essential” medium.
Moms spend more time online daily than the general population, crossing the 2.5 hour threshold in 2011.
Moms are highly active on Facebook, with 62% of American mothers having a profile on the popular social networking service.
Smartphone ownership among Moms has exploded in two years, with 36% reporting smartphone ownership (compared to 31% for the general population).
How the study was conducted
A total of 2,020 persons were interviewed to investigate Americans’ use of digital platforms and new media. From January 4 to February 2, 2011, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron’s Fall 2010 survey diarykeepers and through random digit dialing (RDD) sampling in geographic areas where Arbitron diarykeepers were not available for the survey. Diarykeepers represent 46% of the completed interviews and RDD sampled respondents represent 54% of the completed interviews. The study includes a total of 480 cell phone interviews.