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Where's Your Mama? Top Five Media Habits of Today's Moms



By Stacey Ross

They say when mama's happy, everyone's happy, right? We know that moms are a great driving force in the consumer world, with advertising and marketing platforms reflecting what they want to view, along with where and when. No two ways about it: Moms are connected, mobile, and social!

A recent report, Moms and Media 2013, drawn from the Edison Research/Arbitron Infinite Dial series, showcases how moms use technology and consume various forms of media. It makes note of key technology trends, media consumption, and other important mobile and social behavior that today's moms are drawn to.

Data shows that moms are consuming various media simultaneously, and that they are increasingly reliant on their smartphones. Interesting to note in the report are the changes and trends regarding how moms use social networking and mobile devices, and how much time moms spend with all forms of media.

While this is merely an overview, it does show the power of new media and how moms get their information:

Moms are on their smartphones

Moms are partial to smartphones. According to the Moms and Media report, 64 percent of moms now own a smartphone, up from 61 percent last year. (Ninety-five percent of moms own a mobile phone). Access to the Internet, specifically Facebook, is what moms want, and being constantly connected is one of the big attractions of the smartphone.

The Internet is a daily thing

We also know that the Internet is essential to the daily lives of modern moms. While moms spent more than 2.5 hours per day online in 2012, that activity increased to 3 hours in 2013. Ninety percent of moms have the ability to access the Internet at any time, which indicates the huge reliance on mobile technology!

Forty-two percent of moms said they follow brands and companies online, with 83 percent of those moms saying they did it via Facebook. Twenty-five percent are registered daily deal site users.

Social media use among moms is soaring

Last year’s study showed that social media usage drove much of that online time, with 46 percent of social media moms saying they access those sites several times per day. In 2013, 56 percent are engaging in social networks and 54 percent use smartphones for taking and sharing photos.

Moms are on Facebook

The 2012 data showed a heavy Facebook presence for moms, with 72 percent having a profile page on the site. While this year’s data doesn’t show an increase in Facebook adoption, it does indicate that moms are continuing to make more Facebook friends. On average, moms with a Facebook profile check in 5.1 times in a single 24-hour period.

Just about as many moms (45 percent) said they access Facebook mostly via cell phone as those who access it mostly via computer (46 percent).

Moms have not abandoned traditional media

Mom's time with various forms of media has grown to be more than one-third of Mom's entire day! This includes Internet, TV, radio and newspapers. Can you say simultaneous consumption? The majority of moms with Internet access say they spend at least part of their television viewing time also engaging on the Internet.

So, where is Mama? Kids will likely not have an excuse for not finding her, as the report reveals that 89 percent of smartphone owning moms and 74% of cell phone owning moms are always within reach of their phones.

No excuse, now, for not calling "your mutha"!!  Oh, and give her a shout out on Facebook – she is likely lurking somewhere nearby!

Stacey Ross is an online consultant, social media enthusiast, freelancer and owner of SanDiegoBargainMama.com. A former teacher and middle school counselor, she is now a mom of two who researches and freelances about lifestyle topics involving family and well-being.



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