Edison “Research Moms” to present at Marketing to Moms conference

POVatPOCheart2Health Media Network and The Research Moms of Edison Research have teamed up to present new research on Moms. They will be unveiling the results of a national research study, “Moms Point of View at the Point of Care” at the Marketing to Moms conference in New York City on Tuesday October 6, 2015 (http://m2moms.com). The study focuses on the health journey of Moms with children age 2 and under, and includes valuable insights on Mom as a consumer, what influences these Moms, and more.

The presentation also features video excerpts from in-person interviews with moms talking candidly about the challenges of caring for a young child and where they find the support they need. Follow The Research Moms (@researchmoms on Twitter, and at www.researchmoms.com) for updates during and after the event.


the involved mom

At any given time, a mom has her hands full with schedules, routines and day to day organization of her family. A master at keeping crisis in check and knowing what’s what 24/7, she is constantly absorbing information from her children about their friends, activities and school. No matter how busy life gets, mom has a seemingly endless capacity to take in and take on even more. This is put to the test at the end of every summer, when we gear up for the return to school.

When the packets of school information arrive in the mail, children anxiously check with their friends for class placement while mom gives the evil eye to the pile of documents that need to be completed by the first day. It is the beginning of the school year madness, which involves homework, sports practices and the carpool, and all of which put mom right in the mix. Regardless of how much paperwork, driving or brain power is required, mom will still manage to be heavily involved in activities concerning her children. This is evidenced in data from a study by The Research Moms where we see consistency in mom’s involvement, especially in the tween and teen set.

Nearly all moms (96%) who have a child in school between 6th and 12th grade said they are at least somewhat involved in the extracurricular activities of their children, with 47% saying they are very involved. This involvement can come in many forms. Whether cheering on the sidelines at every soccer game, manning the snack bar at the little league field or driving to chorus practice, it all counts and mom pitches in when and where she can.   Even working moms share that same level of engagement, with 48% saying they are very involved with the extracurricular activities of their children. Additionally, nine out of ten moms report being at least somewhat involved with the friendships and social activities of their children. With children in middle school through high school, that can mean a lot of angst and drama, which also means a lot of advice being doled out from mom.

It isn’t just the extracurricular items that mom gets her hands in. She is also heavily involved in what’s going on with school itself. Ninety-five percent of moms with a child in school between 6th and 12th grade said they are involved with schoolwork and grades, with the majority (62%) being very involved. More than half of working moms (52%) said the same for their participation in class selection and scheduling, which is higher than the 45% of all moms and 31% of stay-at-home moms who said they are very involved. Even though moms have plenty of responsibilities, including many outside the home, these women remain looped in with their children and their day to day happenings.

How the study was conducted:

The Research Moms conducted a national online survey of 540 mothers with children age 21 and under in 2015.


(c) Freefoto.com

Back to School

By: Laura Silvia

As much as the majority of moms have enjoyed having kids out of school for the summer, back-to-school time is upon us. And there is no shortage of articles and posts about it, from the heart-wrenching to the informative and everything in between.

We at The Research Moms asked our sample of moms who have a child in school from Kindergarten through 12th grade about their stress level at back-to-school time, and 63% said they have “a little bit” of stress, while 7% said their stress level is “off the charts.”  That’s 70% of moms feeling some level of stress about their children heading back into the classroom.

And that stress is understandable. Schedules are changing and calendars are filling up.  There are supplies that need to be purchased, forms that need to be filled out, and alternative care that may need to be arranged before or after school. There may be a transfer to a different school or the first time riding the bus. All of these items – and more – add to mom’s stress level at back-to-school time.

Back To School (1)

One of the biggest contributors to mom’s stress may likely be the stress level of her children.  Moms are typically right on the pulse of their children’s emotions. A mom can often decipher how her children are feeling from a single look or a one-word answer (maybe not so much for teenagers, but that’s a different story). If her children are feeling stressed or apprehensive about the school year, mom is going to feel it.  Most of us have felt some amount of fear or anxiety at back-to-school time as kids, and so moms can relate to what their children are feeling. If children are feeling stressed about going back to school, that compounds mom’s stress level.  Lunches will get figured out, bags will get packed, but there isn’t a quick or easy way to alleviate children’s fears or anxieties about school. Much of that is in the hands of their teachers, and it can be difficult on moms to hand over their children – and their control of the situation. But it has to be done.

The good news is that this is likely temporary. By the time everyone settles into the new routine, these stresses are a distant memory.  Steer clear of reporters who may make them cry, arm them (and yourself) with information if they are nervous about the adjustment, and keep doing the best job you can.  And to the 7% of moms whose stress level is “off the charts,” there’s always chocolate.

School bus cover image from freefoto.com.

Streamed Vs. Broadcast Media: Consumption by Demographic


Data from the Edison Research Share of Ear(tm) study, Q2 2105. For more on these data points, see Larry Rosin’s article on The Infinite Dial. To subscribe to Share of Ear, contact Edison.

More Than 55 Million Americans Listen to Audiobooks Each Year

In the fast-growing sphere of audio options – which includes radio, streaming brands like Spotify and Pandora, podcasts, and satellite radio – a key component can’t be overlooked – the audiobook.

According to new information from Edison Research, more than 40% of Americans ages 18 and older have ever listened to an audiobook, and in the last year fully 22% of Americans have enjoyed one (approximately 55 million persons). The research was unveiled recently at the Audio Publishers Association event in New York.

APA Infographic

“When people talk about digital audio – audiobooks tend not to get their due,” says Edison VP Tom Webster, “but our research shows that audiobooks are increasingly being consumed in digital formats as well. While some of the market comes from renting CDs from a library, the new growth is coming from consumption on digital devices.”

In addition, the research shows that audiobooks are being consumed among younger adults in surprising numbers, aided by the digital device revolution. “After all,” says Webster, “what’s the difference between an audiobook and an especially long podcast? Our research shows audiobooks are part of the same renaissance in audio consumption.”

Among those who have listened to an audiobook in the last year, the average consumption was five audiobooks per year.

Edison Research will be releasing many more items about audiobooks and their usage in the weeks to come. The information comes from a nationally representative survey of Americans age 18 and older performed in early 2015.

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, The Gates Foundation, and Univision. Edison Research works with many of the largest American radio ownership groups, including Bonneville, Emmis, Entercom, CBS Radio 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, 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.

About The Audio Publishers Association:

Formed in 1987, the Audio Publishers Association (APA) is a not-for-profit trade association that advocates the common, collective business interests of audio publishers. The APA consists of audio publishing companies and allied suppliers, distributors, and retailers of spoken word products and allied fields related to the production, distribution and sale of audiobooks. The APA serves as a networking, educational and information forum for its members; delivers programs, services and awards that serve the common business interests for its members; and promotes policies and activities that accelerate audiobook awareness and industry growth. APA and its members work to bring all audio publishers together to create increased public awareness for the audiobook industry through joint publicity efforts, national consumer surveys, trade show exhibits, an association newsletter and the annual APA conference, APAC.