Edison Research's 'Moms And Media' Study Shows Changes In Moms' Media Habits As Pandemic Restrictions Eased

Moms' Media Habits Examined

EDISON RESEARCH's "MOMS AND MEDIA" 2022 report on the media consumption habits of American mothers, released TODAY (5/6), shows changes in those habits as pandemic-related restrictions eased, more mothers entered the workforce, and more working mothers returned to the office.

The study indicated that 64% of U.S. mothers are working full-time, up from 51% a year ago, and 77% are working outside the home, up from 58%. Voice-controlled "personal assistants" (smart speaker or smartphones) saw increased adoption, used by 76% of mothers, up from 63%. Also increasing was podcast listening, up from 40% to 48%, while almost a third have listened to a podcast in the past week.

TIKTOK's ascendance was reflected in the report, with its share increasing from 26% to 42% (it was 8% in 2019), while FACEBOOK remained in the lead among social media platforms with 88%, followed in INSTAGRAM and PINTEREST.

Other datapoints in the study showed mothers using the internet an average of four hours daily, down 16 minutes from last year as COVID-19 restrictions were lifted; 83% listened to online audio in the last month; 66% listened to AM/FM radio in the last week, up from 2020's low of 59%; and 62% own at least one radio in their household, down from 88$% a decade ago.

EDISON VP and "Research Mom" MELISSA DECESARE said, “In our MOMS AND MEDIA studies, we see how moms adopt technology and adapt it to their lifestyle. Last year we saw moms using their devices to manage the entire family being at home. In 2022, families are easing back out of the house and we see moms' habits reflect this in our data.”

See the entire study here.

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