Mom Genes: Nielsen Looks At The Media DNA Of Working And Stay-At-Home Mothers

Moms And Media

Teenagers beware –- mothers are finding new ways to share your baby pictures. Evolving technology is being adopted, consumed, and leveraged in different ways by a variety of groups, including the women who serve as backbones for their families.

NIELSEN is talking about moms here. According to the third-quarter 2016 NIELSEN Total Audience Report, mothers of all kinds show tremendous utilization of media and technology. But while working mothers have the most access to these devices and platforms, stay-at-home mothers have more of a penchant for them. In fact, according to the report, device penetration is higher among mothers who work outside the home than it is among stay-at-home moms. Working mothers also tend to be more affluent and highly educated, and are therefore more likely to live in high-tech homes. 

Compared with stay-at-home mothers, working moms are more likely to own technology across the multimedia board. This includes penetration levels of 98%, 80%, and 74% for smartphones, tablets, and subscription video-on-demand (SVOD) respectively. Working mothers outpace stay-at-home moms in hourly radio use, especially so during rush hour. Radio serves as a key way to reach these working women, as a large portion of their day is spent away from home and their TV or digital devices.

For working moms, the average quarter hour rating for radio skyrockets to a high of nearly 17% and an average of more than 14% during the morning and evening commute, respectively. Away from home, working moms have the greatest percentage of out-of-home listening at 77%.

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