Moms and Media 2018 brought us more mobile behavior, new media consumption and kids on technology. For the first time, Moms and Media combined two separate studies to showcase not only the way moms interact with media and technology, but also moms’ view on children and technology.
With data points drawn from both the Infinite Dial series from Edison Research and Triton Digital, and a survey fielded by the Research Moms at Edison, the latest report shows how moms in the United States continue to own their tech toolkit, as well as how they perceive the influence of technology on children.
Moms in 2018 continue their mobile tendencies, maintaining a firm grip on smartphones. With smartphone ownership among moms still on the rise, the mobile device remains a must-have. In 2018 we see that 92% of moms own a smartphone.
With those smartphones, moms are consuming media, engaging social sites and staying organized with various apps. They are even talking to their phones, and the smartphones are talking back. Two-thirds of smartphone moms report using the voice assistants like Siri and Google Assistant.
In 2018, talking to devices is a trend on the rise. We see smart speakers definitely working their way into moms’ routine this year. Smart speaker ownership has almost quadrupled, with Amazon Alexa leading the way. The report shows that 23% of moms own some type of smart speaker, up from the 6% that said so last year.
Moms have had a history of strong social media engagement. While 2018 still reflects a healthy social media presence of moms, usage is down from previous years, with 89% of moms now using social media compared to where it was at 93% last year.
We know that technology is a major force in the life of a mom, but how does that translate to children? Managing children’s exposure to technology is a challenge, as it continues to integrate itself into their daily lives at home and school. Four in ten moms report being less restrictive with their children using technology than they expected to be, while about a quarter (24%) said they are more restrictive than they expected.
For the full 2018 Moms and Media report from Edison Research see below.
It’s May, and that means the annual Moms and Media report is fast approaching. Edison Research will release the latest installment of Moms and Media on May 10, 2018: register for the free webinar here.
Using data from both the Infinite Dial study from Edison Research and Triton Digital, and a separate study from the Research Moms at Edison Research, Moms and Media will feature points on social media behaviors and device ownership as well as how today’s technology applies to their children.
The report will showcase new tracking data about social networking, smartphones, Internet usage and online audio. We’ll highlight how smart speakers are working their way into moms’ repertoire, and how other media fits into their busy days. In addition, for the first time in Moms and Media, we’ll explore how moms feel about children using technology and new media.
More than any other medium, the Internet is crucial for getting through even just a typical day. In Moms and Media 2018, we see just about every mom has Internet access. According to the research, 98% of moms have Internet access from any location, which means they can get online either at home, work, school or a library. Reinforcing the Internet’s importance, 70% of moms report that they get online in two or more locations.
You are invited to join us on Thursday, May 10th at 2:00 pm EST when we present Moms and Media 2018. Register now for updated data about how moms utilize mobile, how they mold modern media into their routines, and their view on children using technology.
Edison Research is proud to announce that VP Megan Lazovick has been named one of Cynopsis Media’s Top Women in Digital for 2018 in the “Rising Star” category. The Cynopsis award recognizes the most influential women in digital, marketing, advertising, social media and online content.
If you have any questions about understanding consumer behaviors in the digital realm, Megan is the person to ask. She has worked successfully on behalf of many of the biggest brands in the space. It is a testament to her combination of inventiveness and curiosity.
Her observations on consumer attitudes and behavior helped to shape custom research studies that have been widely publicized and cited in the media industry, such as Edison’s Share of Ear and The Smart Audio Report from NPR and Edison Research.
Please join us in congratulating our “Rising Star” Megan (@meg_laz) on this accomplishment!
Somerville, New Jersey; June 21, 2017: According to The Infinite Dial 2017, 7% of Americans 12+ own a “Smart Speaker,” the category of voice-controlled devices that includes the Amazon Echo and Google Home. Now, for the first time, a new study from NPR and Edison Research reveals the habits and behaviors of Smart Speaker owners. This study, entitled “The Smart Audio Report from NPR and Edison Research,” reveals that 70% of Smart Speaker owners say they are listening to more audio at home since acquiring their device.
In addition, 65% of Smart Speaker owners indicate that they would not want to go back to their lives before getting one of these devices. Indeed, 42% of owners say that their device is now “essential” to their everyday lives.
One of the more intriguing findings was the appeal of these devices to parents. Eight in ten parents say these devices have made it easier to entertain their children, and nearly 90% say their children enjoy Smart Speakers. In fact, 57% of owners with children at home say that entertaining children was a reason for wanting the speaker.
“Being a leader in audio programming, NPR was eager to work with Edison on this study, so we could best understand the role smart speakers play in everyday life and how listening behavior is shifting. This important research will guide us as we enhance the NPR experience on this platform,” said NPR’s Chief Marketing Officer Meg Goldthwaite. “Listeners love and trust NPR, and we are already the news source for Amazon Alexa, Google Home, and soon on Apple’s Homepod. We aim for NPR to be everywhere people are listening.”
“Although Smart Speakers have not been around for very long, nearly one in five owners say that these devices are the way that they most often listen to audio,” noted Edison VP of Strategy Tom Webster. “The frictionless way in which these devices enable audio consumption is already changing listening behaviors, and potentially increasing audio consumption overall.”
The Smart Audio Report, from NPR and Edison Research, contains numerous insights that have never before been reported on audio consumption, usage behaviors, ties to Smart home technology and more. The study was presented for the first time at the RAIN Podcast Business Summit in New York.
How This Study Was Conducted
The Smart Audio Report is based upon a national online survey of 1620 Americans ages 18+. 800 respondents indicated that they owned at least one Smart Speaker (160 Google Home, 709 Amazon Alexa-enabled, and 69 who owned both.) 820 respondents did not own a Smart Speaker device, and were surveyed for comparative purposes. The device owner data was weighted to nationally representative figures on Smart Speaker users from The Infinite Dial 2017 from Edison Research and Triton Digital.
NPR’s rigorous reporting and unsurpassed storytelling connect with millions of Americans everyday—on the air, online, and in person. NPR strives to create a more informed public—one challenged and invigorated by a deeper understanding and appreciation of events, ideas, and cultures. With a nationwide network of award-winning journalists and 17 international bureaus, NPR and its Member Stations are never far from where a story is unfolding. Listeners consider public radio an enriching and enlightening companion; they trust NPR as a daily source of unbiased independent news, and inspiring insights on life and the arts. More information at http://www.npr.org/about/ and following NPR Extra on Facebook, Twitter and Instagram.
About Edison Research:
Edison Research conducts survey research and provides strategic information to a broad array of clients, including Activision, AMC Theatres, Disney, Dolby Laboratories, Google, NPR, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, St. Jude Children’s Research Hospital, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world, and has conducted research on the medium for NPR, CBS, PodcastOne, WNYC, and many more leading companies in the space. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, Australia, and Europe. Edison Research is the sole provider of election exit poll data for the National Election Pool comprised of ABC, CBS, CNN, FOX, NBC and the Associated Press. Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue.
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.