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MomsandMedia2023
AnInfiniteDialReport
presentedby
Tho
ksearcoms
edisonamagonmusicWONDERYARTI
arcms
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
StudyMethodology
·FortheInfiniteDial,EdisonResearchconductedanationaltelephonesurveyof1,500peopleaged12andolderinearly2023,usingrandomdigitdialingtechniquestobothcellphonesandlandlines(U.S.Population12+)
·Dataweightedtonational12+U.S.populationfigures
·"Mom"isdefinedasawomanhavingachildunder18livinginherhousehold
·ReportingofmediahabitsandtrendsforU.S.momssince2011
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
Onaverage,Momsare43yearsold
THEINFINITEDIAL2023
AverageageofMoms:43
45-54
28%
edison
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
Nearlytwo-thirdsofMomsareemployedin2023
THEINFINITEDIAL2023
Full-time
49%
Part-time
14%
Homemaker
22%
Other*
9%('student,retired,other)
Temporarily
Unemployed
63%ofMomsareemployedfull-timeorpart-time
6%
edison
a;mazonmusicWONDERYART19
#MomsAndMedia
arcoms
THE
INFINITE
DIAL◎2023EDISONRESEARCH
Workinginsidevs.outsidethehome
ISYOURWORKDONEMOSTLYINSIDEOROUTSIDEYOURHOME?
THEINFINITEDIAL2023
OutsideHome70%
BothEqually
9%
InsideHome
21%
BASE:MOMSWHOWORKEITHERFULL-TIMEORPART-TIME
edison
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
Devices
edisonamagonmusicWONDERYART1
arcoms
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
95%ofMoms
ownasmartphone
edisonamagonmusicWONDERYARTI
arcms
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
Tabletownership
%OFMOMSWHOOWN
levelsoutamongMoms
ANYKINDOFTABLET
THEINFINITEDIAL2023
75
20192020202120222023
amazonmusic
WONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
SmartSpeakerownershipholdssteadywithMoms
%OFMOMSWHOOWNANYKINDOFSMARTSPEAKER
THEINFINITEDIAL2023
5050
34
2019
33
2020
46
2021
2022
2023
edison
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
Alexadevicesmaintaintheirdominance
%OFSMARTSPEAKERMOMSWHOOWNEACHTYPE
THEINFINITEDIAL2023
2022
2023
86
AnAmazondevicewithAlexa
33
GoogleHome
6
0
AppleHomePod
edison
amazonmusicWONDERYART19
#MomsAndMedia
saroms
THE
INFINITE
DIAL◎2023EDISONRESEARCH
%9Z
H)&V3S3&NOSIQ3EZOZ◎1VIQ
e!p?wpuvsuuow#
3LINI3NI
3HI
GLaV
Ad3aNOM
?snuuozewe
uos!p?
%0L
OM⊥
%∠L
??41
?uoueya?uouuMo
suuow?ye?dsuewsjo%29
ino
0%∠2?louuo
?uo
uiG7OH3SNOH
ZZOZTVIO3LINI3NI3H⊥
dNOANI3AVHNOA
suuow?ye?ds
&3YV3dSI&VWS3NOISV37IVNMOOHMSWOW3Sv8
Oasd3YV3dS0378VN3-3D/OAANVWMOHn
ueuusjoyAnuenbanoqes41
THEINFINITEDIAL2023
SmartSpeakerMoms
haveanaverageof
3.1inthehousehold
edisonamagonmusicWONDERYART1
arcoms
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
MostMomscontinuetochoosehandsfree
THEINFINITEDIAL2023
%OFMOMSWHOEVERUSEAVOICE-OPERATEDPERSONALASSISTANT
EXAMPLESINCLUDE:AMAZONALEXA,GOOGLEASSISTANT,APPLE'SSIRI
63
2021
76
2022
68
2023
amazonmusicWONDERYART19
#MomsAndMedia
THEINFINITEDIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
Momsutilizehandsfreeacrossmanydevices
%OFMOMSWHOEVERUSEAVOICE-OPERATEDPERSONALASSISTANTONEACHDEVICE
2021■2022■2023
65
5253
38
30
22
33
14
15
8
SmartphoneComputerSmartspeakerTabletAnyotherdevice
edison
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
71%ofMomsown
wirelessearphonesorheadphones
#MomsAndMedia
arcYoms
DIAL◎2023EDISONRESEARCH
THE
INFINITE
edisonamazonmusicWONDERYART19
WirelessheadphonestrendupMoms
%OFMOMSWHOOWNWIRELESSEARPHONESORHEADPHONES
THEINFINITEDIAL2023
63
2022
71
2023
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
SmartWatchesaregainingtractionwithMoms
%OFMOMSWHOOWNANINTERNET-CONNECTEDWATCH
EXAMPLESINCLUDE:APPLEWATCHANDSAMSUNGGEAR
THEINFINITEDIAL2023
33
2021
32
2022
37
2023
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
Internet
edisonamagonmusicWONDERYART1
arcoms
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
90%ofMoms
accesstheinternetfromtheir
cellphones
edisonamagonmusicWONDERYARTI9
arMs
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
4hours
15minutes
Moms'dailytime
usingtheinternet
15minutesmoreperday
thanin2022
SELF-REPORTEDAVERAGETIMESPENTINTHELAST24HOURS
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
Moms'dailytime
withothermedia
SELF-REPORTEDAVERAGETIMESPENTWITHMEDIAINTHELAST24HOURS
THEINFINITEDIAL2023
Watchingtelevision
2hours
22minutes
Listeningtoradio
Thour
36minutes
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
SocialMedia
edisonamagonmusicWONDERYART1
arcoms
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
In2023
93%ofMoms
usesomekindofsocialmedia
#MomsAndMedia
arcYoms
DIAL◎2023EDISONRESEARCH
THE
INFINITE
edisonamazonmusicWONDERYART19
THEINFINITEDIAL2023
TikTokcontinuestogainmoreMoms
%OFMOMSWHOCURRENTLYEVERUSEEACHSOCIALNETWORKINGSITEORSERVICE
85
83
59
53
56
2022
TikTok
50
Snapchat
34
29
24
26
26
2021
2023
88
42
62
30
35
edison
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
Facebookisstill'usedmost'
amongSocialMediaMoms,butlosingground
%OFMOMSWHOUSESOCIALMEDIAANDUSEFACEBOOKMOST
THEINFINITEDIAL2023
72
6969
64
62
58
54
2017201820192020202120222023
edison
amazonmusic
WONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
TikTokmakes
hugegainsas
'usedmost'among
SocialMediaMoms
THEINFINITEDIAL2023
SocialMediaMomswho
useTikTokmost:
2022:6%
2023:19%
amazonmusic
WONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
OtherMediaHabits
edisonamagonmusicWONDERYART1
arcoms
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
90
THEINFINITEDIAL2023
Morethan8in10Momslistenweeklytoonlineaudio
%OFMOMSWHOHAVELISTENEDTOONLINEAUDIO
ONLINEAUDIOINCLUDESAM/FMRADIOSTATIONSONTHEINTERNETANDINTERNET-ONLYAUDIOSOURCES
2019■2020■2021■2022■2023
Ever
Inthelastmonth
Inthelastweek
amazonmusic
WONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
THEINFINITEDIAL2023
Moms'weeklytime
15
46
hours
listeningtoonline
minutes
audio
ONLINEAUDIOINCLUDESAM/FMRADIOSTATIONSON
THEINTERNETANDINTERNET-ONLYAUDIOSOURCES
BASE:MOMSWHOLISTENEDTOONLINEAUDIOINTHELASTWEEKANDGAVEANOPINION
amazon
musicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
Momscontinuetodiscoverpodcasts
%OFMOMSWHOHAVELISTENEDTOAPODCAST
THEINFINITEDIAL2023
20192020■2021■2022■2023
Ever
Inthelastmonth
Inthelastweek
edison
amazonmusicWONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
AM/FMRadiolisteningholdssteadyamongMoms
%OFMOMSWHOHAVELISTENEDTOAM/FMRADIO
EITHEROVERTHEAIRORONLINEINTHELASTWEEK
THEINFINITEDIAL2023
7878
20192020202120222023
amazonmusic
WONDERYART19
THE
INFINITE
#MomsAndMedia
DIAL◎2023EDISONRESEARCH
ChildrenandSocialMedia
#MomsAndMedia
StudyMethodology
·Anational,onlinesurveyofU.S.adults18andolder
·Weisolatedmomswithchildrenunder18
InterviewswereconductedinApril2023
#MomsAndMedia
67%ofMoms
havechildrenwhouse
socialmedia
BASE:MOMSWITHCHILDRENUNDER18
#MomsAndMedia
51%ofMoms
thinktheirchildrenspendtoo
muchtimeonsocialmedia
BASE:MOMSWITHCHILDRENUNDER18WHOUSESOCIALMEDIA;67%
#MomsAndMedia
What'sappropriateforkids'dailysocialmediatime?
BASE:MOMSWITHCHILDRENWHOUSESOCIALMEDIA
%SAYINGEACHTIMERANGE
24
Onehourorless
29
27
20
BetweenoneandtwoBetweentwoandthreeMorethanthreehours
hourshours
#MomsAndMedia
Averageappropriatedailytimeforchildrentospendusingsocial
media
2hours
35minutes
BASE:MOMSWITHCHILDRENWHOUSESOCIALMEDIA
#MomsAndMedia
Issocialmediamorehelpfulorharmfultochildren?
BASE:MOMSWITHCHILDRENWHOUSESOCIALMEDIA
%SAYINGEACHRESPONSE
whousesocialmediaagreethatitis
moreharm
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