Mother Report
EDISON RESEARCH’s annual Mothers and Media report, based mostly on EDISON’s INFINITE DIAL research and an extra on-line survey, confirmed moms within the U.S. spending extra time on the Web and rising their use of digital gadgets and TIKTOK.
Among the many findings, mothers’ web utilization rose quarter-hour per day from 2022 (4 hours, quarter-hour per day), with 90% accessing the web from cell phones; 71% personal wi-fi headphones, up from 63% final yr; 37% personal a sensible watch, up from 32%; and 50% use TIKTOK, up from 2022’s 42%, with 19% saying TIKTOK is the social media platform they use probably the most (FACEBOOK nonetheless dominated with 83% utilization and 54% favourite, down from 88% and 62% final yr, respectively). 89% of mothers listened to on-line audio within the final month, up from 83%, however good speaker possession was flat at 50% and voice assistant utilization declined.
VP MELISSA DECESARE stated, “U.S. mothers are closely engaged with social media and on-line audio, and their time on the Web continues to extend with the convenience of cell phone entry. They’re busy with youngsters and are profiting from the comfort provided by wi-fi headphones and good watches.”
See the total report here.
