Working Moms and the Mental Load

By Nicole Beniamini

Click here to register for our upcoming webinar with the complete results from this study, Moms on the Motherload, Thursday, November 29 at 2pm EST. 

This past August, Edison Research conducted an online national survey of 750 parents of children age 21 and under and asked them to indicate who does what in their household, how they feel about their responsibilities, and how much confidence they have in their child’s other parent to handle these tasks. The survey was asked among all mothers and fathers, but for the purpose of the Working Mother WorkBeyond Summit panel, we looked at the data among full-time working parents, or parents who work 35 hours or more in a typical week.

We asked respondents a long list of parenting tasks and had them indicate who is primarily responsible for each one – either they are, someone else is, or they share the task evenly with someone else. The data revealed that most full-time working mothers are primarily responsible for the vast majority of the tasks involving their children, such as making their kids’ doctors appointments, filling out school forms, or going shopping for their kids.  All these “invisible” tasks that working mothers are doing is also referred to as the “third shift.” Working mothers spend the first shift at the office, the second shift doing household chores, and the last shift planning and organizing for their family. When asked about the overall division of parenting tasks in their household, 81% of full-time working moms said they handle at least the majority of these tasks, with 27% saying they do all of the tasks. When we compared this data to mothers who are not currently employed, we were surprised to discover that it was exactly the same. Most moms are the “default” parent, whether they work or not.

 

Primary responsibilities Mom and Dad

 

So, we know what full-time working moms are doing but how do they feel about this mental load? It’s easy to assume that juggling home, work and family would cause these working mothers to combust, but they’re not! Among full-time working mothers, 66% say they feel confident about their parenting tasks, 60% in control and 59% organized. Among the negative adjectives, “overwhelmed” was the one that resonated most with these working mothers – with a third of working moms saying they felt that way.

Yes, working moms are carrying the mental load, but no, they aren’t necessarily overwhelmed by it.

Click here to register for our upcoming webinar with the complete results from this study, Moms on the Motherload, Thursday, November 29 at 2pm EST. 

Election Day

Edison Research Provides National Exit Poll Data and Vote Count

With only one month to go until Election Day, Edison Research prepares a staff of 6,000 to tell the world who won, and why.

For the upcoming 2018 General Election, Edison Research will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.  In all, Edison will mobilize a trained staff of over 6,000, including exit poll interviewers, field supervisors, county vote reporters, data entry operators, and data analysts.  Edison’s survey team will interview over 100,000 voters as they leave polling places across the country.

As has been the case since 2004, Edison’s national exit poll will be the only one conducted in the United States.

This survey will provide vital information on voting trends, differences in vote patterns by gender, age, region, and other demographic and geographic groups.  These surveys will also provide analysis about the issues that drive American voters to make their choices.   Edison’s national exit poll will include voters from every state, while Edison’s state surveys will provide even more in-depth analysis of all the key U.S. Senate and Governors’ races.  In addition to its polling, Edison’s vote collectors will fan out across over 4,000 localities across all 50 states on Election Night, helping Edison provide accurate and timely vote returns to viewers across the country.

 

About Edison Research:
Edison Research (http://www.edisonresearch.com) conducts survey research and provides strategic information to a broad array of commercial clients, governments and NGOs, including AMC Theatres, The Brookings Institute, Disney, The Gates Foundation, Google, the U.S. International Broadcasting Bureau, Oracle, Pandora, The Pew Research Center, Samsung, Spotify, SiriusXM Radio, and Univision Communications. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, and Radio One. Another specialty for Edison is its work for media companies throughout the world, conducting research in North America, South America, Africa, Asia, and Europe.

Since 2004, Edison Research has been the sole provider of Election Day data to the National Election Pool, conducting exit polls and collecting precinct vote returns to project and analyze results for every major presidential primary and general election.  Edison conducts more than 100,000 interviews in a single day for this project. For the 2018 and 2020 U.S. elections, Edison will provide exit polls and will tabulate the national vote across every county in the United States for ABC News, CBS News, CNN, and NBC News.

New Study: Moms on the MotherLoad

Organizing your daughter’s 5th birthday party. Scheduling your son’s annual physical exam around soccer practice and band rehearsals. Remembering that Tuesday is Picture Day and Wednesday is the plant sale at school. These are just some examples of the mental load, or the behind-the-scenes strategizing that is needed to keep a family running. While household chores are becoming increasingly shared by Mom and Dad, the day-to-day planning, thinking, and organizing of parenting still very much belongs to Mom.

Research Mom Nicole Beniamini will be discussing the mental load of moms at the Working Mother: WorkBeyond Summit on October 8, 2018 in NYC.  Nicole will be joining the research panel, “How the Best Companies are Staying in the Game,” where panelists will discuss the challenges of working parents and how companies can address these considerations in order to retain employees.

For more about moms’ mental load, join The Research Moms from Edison Research as they present the findings from their latest study, “Moms on the MotherLoad” on Thursday, November 29th, at 2 PM Eastern. This study highlights all new data about what’s on Mom’s to-think list, how she feels about her parenting tasks, and why she might be hesitant to delegate to someone else.

Register here for “Moms on the MotherLoad” 

About the Research Moms 
The Research Moms are Edison Research’s team of experienced researchers who also happen to be moms.  Combining a solid platform of market research with real life insight, they are a unique resource for analyzing habits, behaviors and trends among moms.

The Podcast Consumer Canada 2018

Click here to download The Podcast Consumer Canada 2018

Télécharger Le Consommateur Baladodiffusion Canadien 2018 ici

Edison Research and Triton Digital released The Podcast Consumer 2018 earlier this year, marking our 10th year of issuing the most extensive analysis of American podcast listeners available. Today Edison and Triton Digital are proud to release The Podcast Consumer Canada 2018.

This report includes new, unreleased information on the demographics of podcast listeners, frequency and location of podcast consumption, smart speaker ownership, and other podcast listening behaviors in Canada. Data is derived from The Infinite Dial Canada 2018 by Edison Research and Triton Digital.

“All of us here at Edison and Triton are honored to be able to provide our latest data on podcasting to the Canadian public,” said Edison’s Senior Vice President, Tom Webster. “We are also very excited to announce that Edison and Triton will once again collaborate on The Infinite Dial Canada in 2019.”

“We are pleased to continue our collaboration with Edison Research on the Infinite Dial Canada in 2019,” said John Rosso, President of Market Development at Triton Digital. “We look forward to presenting the latest in digital audio consumption and usage, including AM/FM radio, streaming audio, podcasting, the utilization of smart speakers, and more.”

Key findings from The Podcast Consumer Canada 2018 include:

  • 19% of adults are Weekly Podcast Listeners and 28% are Monthly Podcast Listeners
  • Podcast listeners have higher incomes and education levels than the average adult.
  • Weekly podcast listeners spend an average of 6 hours per week listening to podcasts.
  • Weekly podcast listeners listen to an average of 5 podcasts per week.
  • Over half of monthly podcast listeners listen to the entire podcast.
  • In-home is the top listening location for podcasts.
  • Almost half of podcast listeners listen to podcasts from Public Radio producers.
  • Monthly podcast listeners who also own smart speakers are more likely than average to own an Alexa.

Canadians are quite familiar with the term “podcasting,” with 61% of all adults 18+ saying they are familiar with the term. Almost half of Canadians 18+ (47%) have ever listened to a podcast, and the younger the respondent, the more likely they are to have listened. Sixty percent of adults 18-34 have listened to a podcast at some point in time.

Twenty-eight percent of all Canadian adults are monthly podcast listeners, and the younger the listener, the more likely they are to be a monthly or weekly podcast listener. Forty-one percent of those age 18-34 are monthly podcast listeners.

 

 

 

 

 

 

 

 

 

 

 

 

 

The same holds true for weekly podcast listening, with the younger demos showing a higher concentration of weekly podcast listening. Nineteen percent of adults 18+ have listened to a podcast in the past week, while 27% of 18-34-year-olds are weekly podcast listeners.

 

 

 

 

 

 

 

 

 

 

 

 

 

Podcast listeners have higher incomes and education levels than the average Canadian 18+. Twenty-nine percent of monthly podcast consumers have an annual household income of $75K-$150K compared with 22% of the total population.

 

 

 

 

 

 

 

 

 

 

 

Canadian podcast listeners age 18+ also have higher education levels than the average Canadian adult. One-third of monthly podcast listeners in Canada have at least some graduate school or an advanced degree, and 27% have a four-year degree.

 

 

 

 

 

 

 

 

 

 

 

 

Monthly podcast listeners are much less likely to be retired and more likely to be employed full-time or to be a student than the average adult in Canada. Only 13% of Canadian monthly podcast listeners are retired, compared with 24% of the total 18+ market.  Fifty-three percent of podcast listeners are employed full time and 13% are students.

 

 

 

 

 

 

 

 

 

 

 

 

 

Podcasts can range in length from just a few minutes to well over an hour or even two. Weekly podcast listeners spend an average of six hours and four minutes per week listening to podcasts. Thirty-six percent of weekly podcast listeners spend five hours or more per week with podcasts.

 

 

 

 

 

 

 

 

 

 

 

 

Weekly podcast listeners listen to an average of five podcasts per week, with 21% listening to six or more in that same period.

 

 

 

 

 

 

 

 

 

 

 

 

 

Over half of monthly podcast listeners say they listen to the entire podcast, while a little over one-third (35%) don’t listen to the entire podcast, but do listen to most of it. Only 10% say they listen to less than half or just the beginning of the podcast.

 

 

 

 

 

 

 

 

 

 

 

 

Those who have been listening for the most number of years were more likely to consume podcasts more often. Twenty-eight percent of weekly podcast consumers have been listening to podcasts for five years or more, while 24% of monthly podcast consumers have been listening five years or more.

 

 

 

 

 

 

 

 

 

 

 

 

 

At home is the overwhelming top location to listen to podcasts, with 63% of monthly podcast consumers listening most often at home. In-car/truck is a distant second place at 14% and is close to the number of those who listen at work, 11%. Four percent say they listen while walking around.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Just under half all podcast listeners (47%), listen to podcasts from Public Radio producers such as CBC, Radio Canada, or NPR.

 

Podcast listeners (10%) are just slightly more likely to own a smart speaker, either an Amazon Alexa or a Google Home device, than the average adult in Canada (8%).

 

 

 

 

 

 

 

 

 

 

 

 

Of the podcast listeners who also own smart speakers, they are more likely to own an Amazon Alexa but no Google Home (37%) than the average adult in Canada. Overall, the Google Home is a more popular choice with 56% of monthly podcast consumers owning a Google and no Alexa compared to 63% of the adult population of Canadian smart speaker owners. When it comes to Amazon Alexa, though, 37% of podcast listener/smart speaker owners have one compared to 30% of the adult smart speaker owners in Canada. Seven percent of both groups own an Amazon Alexa AND a Google Home.

 

 

 

 

 

 

 

 

 

 

 

 

 

About  The Podcast Consumer Canada 2018:  In Q1 2018, Edison Research conducted a national telephone survey of 1,000 Canadians aged 18 and older, using random digit dialing techniques to both cell phones and landlines. The survey was offered in both English and French, and the data is weighted to national 18+ population figures.

Rustavi 2 pic Republic of Georgia

Pre-Election Polling in the Republic of Georgia

By Nino Japaridze

In three weeks, voters will have an opportunity to elect the Republic of Georgia’s next President. Edison Research took a detailed look at the voter’s pre-election sentiment by surveying 3,000 eligible voters nationwide in September 2018. The survey was commissioned by Georgia’s leading independent national broadcaster, Rustavi 2.

There is no shortage of Presidential candidates to choose from: The names of twenty five registered candidates will appear on the ballot on October 28th.  There were twenty-one additional presidential hopefuls whose registration was denied by Georgia’s Central Electoral Commission.

Several clear themes emerged:

The vast majority of interviewed voters tell us they plan to perform their civic duty and turn out to vote: We discovered 64 percent of eligible voters “definitely” plan to vote during the upcoming Presidential election, with 23 percent who think they will “probably vote,” 9 percent report being less likely to vote, and 4 percent did not answer the question. Should this be surprising? If we look at the long-term trends, voter turnout during Georgia’s Presidential elections has significantly declined over time, with only 46.6 percent of registered voters voting during Georgia’s 2013 Presidential election. Some analysts predict this trend will continue and expect a low turn-out this fall, in part because the weakened institution of the Presidency — a result of Constitutional amendments passed by the Parliament of Georgia on September 26, 2017. Edison’s poll, however, reveals 41 percent of eligible voters are unaware these amendments also annul Georgian voters’ ability to directly elect their president. When we asked them about this, we discovered 40 percent of eligible voters “completely disapprove” and 31 percent “somewhat disapprove” of this change, which will take effect in six years.

Only three Presidential hopefuls lead: When asked “if the election was held tomorrow, which candidate would you vote for,” 22 percent of eligible voters expressed support for Grigol Vashadze (a candidate from the Power is in Unity alliance of opposition parties), 18 percent for David Bakradze (a candidate from the European Georgia Party, which broke away from the United National Movement), and 15 percent for Salome Zurabishvili (an independent candidate backed by Georgia’s ruling party– Georgia Dream). Nearly seven out of ten supporters of these top-ranking candidates told us they were certain of their choice.

Shalva Natelashvili (a candidate from the Labor Party) and David Usupashvili (a candidate from the Independent Democrats Party) garnered 8 and 3 percent support, respectively. Other candidates had less than 2 percentage points of support. A quarter of the interviewed eligible voters told us they are undecided or they refused to answer this question.

Salome Zurabishvili has a strong negative image among eligible voters. When asked which Presidential candidate they would never consider voting for, 41 percent named Salome Zurabishvili, 29 percent named Zurab Japaridze and 16 percent named Shalva Natelashvili, while 13 percent of the surveyed respondents would never vote for Grigol Vashadze and 11 percent said they would never vote for David Bakradze and David Usupashvili, respectively.

A run-off election is likely. A run-off election between the top two candidates will occur if no candidate reaches 50% of the vote. With three candidates garnering significant support in our survey, and several others bringing in smaller numbers, a run-off election seems likely to occur. And voters in our poll agree, with 44 percent of surveyed voters expecting a run-off election, while 22 percent don’t expect this outcome and 32 percent “don’t know” or “refuse to answer” the question.

If all remains equal, the government party endorsed candidate Zurabishvili will likely be defeated by an opposition candidate during a run-off. Edison’s pre-election survey shows that if during a run-off election Grigol Vashadze and Salome Zurabishvili are on the ballot, 50 percent would vote for Vashadze, while 24 percent would vote for Zurabishvili, with 26 percent undecided or refusing to answer this question. Similarly, Zurabishvili appears to trail David Bakradze during a run-off election scenario: 53 percent would vote for Bakradze and 23 percent would vote for Zurabishvili during the run-off election, with 24 percent being undecided or refusing to answer the question.

Georgian voters are deeply dissatisfied with Georgia’s developments, creating an environment favorable for an opposition candidate to take the helm of Georgia’s Presidency this fall. 79 percent of the surveyed respondents feel the Republic of Georgia is going in the wrong direction. Six out of 10 respondents told us they “strongly disagree” with the legislative initiative led by Georgia Dream to legalize production of marijuana for export, while 26 percent “somewhat disagreed.” Immediately after the Edison poll was released, Salome Zurabishvili stated that, if elected President, the dialogue with Georgia’s population on this issue will continue. She also invited two leading opposition candidates to participate in pre-election debates. Georgian voters are known to radically shift their political preferences in a short time-span. With 24 days left before Georgia’s Presidential election, presidential candidates still have some time to earn the voters’ trust.

Click here to view Rustavi 2’s coverage of Edison’s findings