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.
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.
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.
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.
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.
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.
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.