Gearing up for Moms and Media 2016

Moms_and_Media_2016_coverApril is just about over which means May is right around the corner.  With May comes spring weather, Mother’s Day and the annual Moms and Media report.  Edison Research will release the sixth installment of Moms and Media along with a webinar on May 5, 2016.

Taken from the Infinite Dial study conducted by Edison Research and Triton Digital, Moms and Media 2016 will focus on how Moms think mobile first, and continue to use their smartphones for just about everything media.  The report will feature fresh tracking data about social networking, mobile device ownership and Internet usage.  We’ll highlight how moms are still consuming more traditional forms of media like radio and television, while also taking in newer types like podcasts and audiobooks.

It is known that smartphones are the ‘it’ for moms.  They are increasingly reliant on that technology and what it brings them 24/7 in the palm of their hand.  With smartphone ownership soaring among moms and even the total population, the mobile platform continues to be a priority and drive lifestyle behavior.   In this year’s study, among moms with Internet access, 51% said they go online most using their cell phone.  In comparison, 41% of moms with Internet access said via computer and 8% said tablet.

access internet most

Please join us on Thursday, May 5th at 2:00 pm EST when we present Moms and Media 2016.  Log in for insights and findings about how moms are not only consuming media and engaging in social networking, but also how they are relying on mobile to allow them to do it.

Register here:


Is mom too busy for a date night?

As February 14th approaches, the Research Moms of course are wondering how moms spend the holiday of friendship and love. With diapers, homework, family dinner, chauffeuring, does mom have time for a date night? A third of moms in our study say they celebrate Valentine’s Day with just a card or some candy. Another 22% go out for a date night and for 18% of our moms, Valentine’s Day is just another day.

How do you typically celebrate Valentine's Day-

Moms who are not married, but in a relationship, are more likely to say they celebrate with a date night out (37%). Many first time moms with children age 2 or younger are spending Valentine’s Day with a night out as well (35%).

At times I find it sad that more moms aren’t getting out for a date night on Valentine’s Day since many moms still rank romance as important (more on this to come), but then I think about what goes through my own mind when it comes to planning a date night for Valentine’s Day, it goes something like this:

Valentine’s Day is coming, my husband and I should take advantage and go out for a dinner date. Okay, so first we need a babysitter. And then we need to decide, where do we go? Two months ago we were reluctant to commit to going out on Valentine’s Day, so can we even get a reservation anywhere at this point? Not to mention, is a higher priced meal with a limited set menu how we really want to spend our money for one of our precious nights out? Oh and it falls on a Sunday this year. Is homework going to be done by the time we are ready to go out? What activities do the kids have the next day that I need to prepare for? We better not stay out too late, I don’t want to be tired the next day since I have a presentation to give at work in the morning and an event at my son’s Tae Kwon Do school later in the evening.

The more I think about it, celebrating Valentine’s Day with “just” a card and candy sounds “just” right. Untitled


time for change

Time for Change

It’s the first month of a new year. Well, hello there January! The Christmas cookies are long gone and the decorations put away for another year. Schedules have returned to normal and we see a lot less shimmer and shine. Gyms are much more crowded this month and the phrase “new year, new you” is seen in far too many ads. Change and self-improvement are on the minds of many moms this time of year.

Change is a scary thing, and for some it is downright terrifying. However, a new year brings new promises, even for those resistant to stepping outside their box.   Based on data from The Research Moms, there are some areas for moms that are ready for change.

Take exercise, for example. According to our research, 47% of moms said they exercise fewer than three days per week, with 15% saying they don’t exercise at all. Something is always better than nothing, so there is clearly room for improvement here for those moms looking to move more.

While getting fit is high on the resolution list, makeovers can rival diet and exercise. For moms looking to update their look, this could be the time. In our survey we asked moms how many times they have significantly changed their hairstyle in the last five years. The data shows that while about 22% of moms have changed hairstyle at least five times, many are not so adventurous. Most of us are known for a signature style but for the 41% of moms who have changed hairstyle just once or not at all in the last five years, 2016 could be the year for a new ‘do.

Volunteering is another area that moms may want to put some attention to this year. In our research study, we asked about volunteerism among moms. The majority of moms, at 61%, said they volunteer at least occasionally. Kudos to the 26% who said they volunteer frequently and make it part of their schedule.   However, nearly 4 in 10 moms admit to almost never volunteering. Volunteering can come in many forms and for those moms who want to get more involved and give their time in any capacity, opportunities do exist.

As moms, we want to go big and do it all (because in most cases we can), but when it comes to self-improvement, whether physical or emotional, too much can sabotage our best intentions. With so much hype and pressure to do things bigger, smarter and better in 2016 how do moms draw the line between an attainable goal and one that is just a bit too lofty? They key may be to start small. Often the smallest tweaks can yield the greatest rewards. Even if 2016 is starting out less than awesome, hang in there and remember that you don’t need a new year for a fresh start. You get one each and every morning.

How the study was conducted:

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

How do moms do their holiday shopping?

How do moms shop for the holidays_

With the turkey leftovers a distant memory and orange and brown now replaced with red and green, the 2015 holiday season is officially in full swing. Holiday music is playing, the lights are strung, and that pesky elf is making mischief. Amid all of that, shoppers are looking to score big deals and rack up savings. While Black Friday signaled the official start of the winter shopping frenzy, some shoppers skipped the pumpkin pie and got a head start right on Thanksgiving.

Data from Edison Research and Oracle Marketing Cloud about 2014 holiday shopping focuses on the brick and mortar, showing that 27% of people shopped in a physical retail store on Thanksgiving and 35% did so on Black Friday.   Updated 2015 holiday shopping data from Edison Research and Oracle Marketing Cloud will be released in early 2016 after the conclusion of the holiday season.

Taking into account both physical and online shopping for the kickoff to the 2015 holiday season, The International Council of Shopping Centers has released the Thanksgiving/Black Friday Shopping Report. With multiple shopping options like online and click-to-collect factored in along with physical shopping, the numbers are higher.   According to the report, 36% of Americans shopped on Thanksgiving and 50% made purchases on Black Friday.  These higher data points hint at the power of online shopping and the mobile platform this year.

The trips to the stores and the adds to cart will continue for weeks to come, but shopping on those early days is a different experience and it brings out the shopping warrior in those who choose to capitalize.   Shoppers who are all in on Black Friday and even on Thanksgiving are likely to be those people who enjoy the thrill of a deal. They like the challenge and they accept it willingly. They excel at comparing prices, storing coupons and finalizing their game plan, all while navigating shopping platforms both online and in store.

It’s a good bet that moms were part of that camp, based on data from The Research Moms. The research shows that moms are very positive toward holiday shopping, with two thirds (66%) saying they love it. Another 24% said they shop because they have to and just 8% said it is the worst part of the season. A small group, (2%) said they don’t give gifts.

These busy moms don’t shy away from finding deals, they shop to save.   Among moms who purchase gifts during the holidays, more than half (55%) said they shop any time, day or night if the price is right.  Slightly less ambitious but still on the lookout for savings, 41% will put effort into finding deals but prefer to avoid the busiest shopping times.   Only 4% of moms buy what they need and don’t worry about finding the best deal while holiday shopping.

How the study was conducted:

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

No Tricks, Just Treats for Mom this Halloween

By: Laura Silvia

Halloween. All Hallows’ Eve. It is right around the corner, and as it gets closer, the anticipation is building for children and parents alike. Children are excited to dress up, to see their friends’ costumes, to attend Halloween-themed events, and most importantly to score some treats!

Speaking of treats, Jimmy Kimmel famously compiled videos of parents telling their children they ate all of their Halloween candy. The parents were joking, of course, but The Research Moms have the data to prove that moms do in fact sneak some of their children’s Halloween treats. Nearly three-quarters (72%) of our moms surveyed admitted to this, and that number jumps to 79% among moms with kids age 4 and younger.

Moms and treats

In addition to anticipating some treats, moms are also preparing their children’s costumes. Some are putting the finishing touches on homemade costumes, others are making sure that the costumes they have fit just right, and still others may be scrambling to purchase – or make – something last minute.

The Research Moms asked our sample of moms which kind of costume their children were most likely to wear, and found that children who dress up for Halloween are most likely to wear a store-bought costume.  Two thirds of moms whose children dress up for Halloween head to the store, compared to the 22% who said their children are likely to wear a creative homemade costume. Another 10% said they’d use a hand-me-down from someone else for their child while just 2% would go the route of a quick no-frills homemade costume.  Interestingly, stay-at-home moms are more likely (71%) to purchase a store-bought costume, and working moms are more likely (23%) to say their children will wear a creative homemade costume.  Children of working moms are also more likely to wear a hand-me-down (12%).

So, moms: get out to the store and buy that costume, or work to finish up that homemade costume masterpiece, and in a few days you can kick back and enjoy that hard-earned piece of Halloween candy (and maybe let the kids enjoy some, too).