Moms in 2017 continue to benefit from modern media and technology, making heavy consumption part of their daily routine. In the latest edition of Moms and Media, which focuses on U.S. moms and is drawn from the Infinite Dial series, the Internet takes the biggest piece of a mom’s daily media pie. On average, moms spend three hours and thirty one minutes using the Internet in a 24-hour period, surpassing time spent with TV and radio.
A major factor of that high Internet consumption is the adoption of the smartphone, allowing moms access any time of day. Smartphone ownership is still rising among moms, showing even more gains in this year’s report. Compared to the total sample from the Infinite Dial, moms are out in front for smartphone ownership. In 2017, 86% of moms own a smartphone.
For moms with Internet access at home, more than half (55%) said they access the Internet most using their cell phone. In 2017, the gap between computer and cell phone is even wider than last year, with the smartphone showing its impact once again.
Not only did Moms and Media 2017 highlight the power of the smartphone, but the data also reflects the continuing commitment that moms have to social media. This year, 93% of moms use some social networking site or service. That percentage is up from the 88% we saw last year and has consistently been rising. With plenty of options now available, there is no shortage of opportunity for moms to engage with social media.
That opportunity to engage with social media is fully recognized by moms, with 62% of social networking moms checking those sites several times per day. This has been a trend with a steady increase each year since 2008 when we first started tracking social media.