Moms and the media 2022 | Magazine TALKERS
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.
“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