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Home›Magazine›Moms and the media 2022 | Magazine TALKERS

Moms and the media 2022 | Magazine TALKERS

By Katrina G. Dibiase
May 6, 2022
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Webinar Notes by
consultant Holland Cooke

BLOCK ISLAND, RI – JUST in time to remind other forgetful people that her special day is right there, Edison Research’s “The Research Moms” updates its annual report. You can download it – or watch a video of Thursday’s narrated presentation – at EdisonResearch.com.
This survey defines “mom” as having a child aged 18 or younger at home. Its average age of 41 years. And his media habits have changed since — and because of — the pandemic.

My version in one sentence: to reach mom, use smartphones, Alexa, Facebook and TikTok.

My notes:

“Two years into COVID, 2022 is showing a path back to normal.”

  • More mothers are working outside than a year ago.
  • 2021: 58% worked outside, 30% at home.
  • 2022: 77% outdoors, 20% indoors.
  • Both locations equally: 12% 2021, 3% now.
  • As a result, daily Internet time (4 hours) “is experiencing a slight decrease”, 16 minutes less than in 2021.
  • And listening to the radio sees “a small rebound”.

“Some habits created are now norms.”

    • 98% own a smartphone (61% ten years ago).
    • 86% use it to access the Internet.
    • 63% own headphones or wireless earbuds.
    • 66% own a tablet.
    • 62% have an AM/FM radio at home (88% in 2012).
    • 50% have a smart speaker, 43% have 3 or more, and 75% are Alexa.
  • Online audio (station streams + Internet only): fixed from year to year.
  • Mom’s podcast consumption: 65% have already listened, 48% this month, 32% this week.

Social? Yes, but…

  • 93% are on a social media platform.
  • Facebook remains No. 1 (62%), but has declined as the “most used” social app.
  • TikTok is exploding: 8% were there 2 years ago, 26% in 2021, 42% now.
  • Mom is concerned about the social use of children, which the report details.


Holland Cooke is the author of the e-book “Multiply Your Podcast Subscribers, Without Buying Clicks”, available exclusively on Talkative books and “Spot-On: Commercial Copy Points That Earned The Benjamins,” a FREE download here. HC is a consultant working at the intersection of broadcasting and the Internet. Follow him on Twitter @HollandCooke

Keywords: Alexa, AM/FM radio, Edison Research, Facebook, Holland Cooke, Moms and Media, podcast, smart speaker, smartphones, social media, station feeds, The Research Moms, TikTok

Category: Analysis

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