Moms and Media 2019 revealed continued interest in devices both new and old, heavy internet usage and social media engagement.
With data points drawn from the Infinite Dial® series from Edison Research and Triton Digital, the latest installment of Moms and Media shows how Moms in the United States continue to build their tech tool kit, using established devices like smartphones along with newer technologies such as smart speakers. Additionally, this year’s report illustrates how the internet is crucial to Moms’ media behaviors and consumption.
Smartphone ownership among Moms continues to rise in 2019. Powering Moms’ mobile lifestyle, this device reigns as an essential to the tech tool kit. Showing a slight increase over last year, 94% of Moms now own a smartphone.
While Moms have been consuming content, engaging social media and communicating with smartphones for many years, they are showing great interest and making room in their tech tool kit for smart speakers. Just getting on Moms’ radar in the last year or so, now about one third of Moms own some type of smart speaker.
Within this category, the Amazon family of devices and Google Home dominate as the ones to own, with each seeing gains.
We see in 2019 more than ever that the internet is the engine of Moms’ media consumption. Heavy users spending about 4 hours daily using the internet, Moms are not limited to just listening to online audio and using social media. Moms are invested in streaming video services like Netflix as well, and also continue their trend of watching YouTube specifically for music videos.
Pinterest continues grow in usage among Moms, showing a strong upward trend in the last few years. Back in 2017, 47% of Moms used the site and in 2018 it was more than half of Moms, at 54%. This year more than 6 in 10 Moms report using Pinterest.
Historically, Facebook has always been a major factor in Moms’ social networking. Despite the downward trend in usage among total users 12+, Facebook remains strong among Moms with 81% reporting that they currently use the site.
Where we see some Facebook fallout is for the social networking site used most. Among moms who use social networking, 64% said they use Facebook most, which is down from where it was last year at 69% and 72% in our 2017 data.
We look forward to tracking these behaviors annually as the media landscape remains fluid and Moms in America continue to integrate media and technology into their busy, mobile lifestyles.
The Research Moms are a group of experienced researchers with a specialization in understanding today’s 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. Pooling their research talents from the different branches of Edison Research, they are equipped for both quantitative and qualitative studies.
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, Oracle, the U.S. International Broadcasting Bureau, Pandora, Samsung, Siemens, Sony, The Gates Foundation, and Univision. Edison is the leading podcast research company in the world and has conducted research on the medium for NPR, Slate, ESPN, PodcastOne, WNYC Studios, and many more 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 is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. 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.