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MomsandMedia2022
AnInfiniteDialReport
presentedby
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
MomsandMedia2022
Launchedin1998,itisthelongest-runningsurveyofdigitalmediabehaviorinAmerica,andprovidesoursampleofU.S.moms.
Asupplementalonlinesurveyofadults18+
Anationalonlinesurveyprovidesanadditionalsampleofmomsandallowsforanalysisofmomswithchildrenunder18whousesocialmedia.
Intotal,wesurveyed328momsbetweenthetwostudies
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
StudyMethodology
?FortheInfiniteDial,EdisonResearchconductedanationaltelephonesurveyof1,502peopleaged12andolderinearly2022,usingrandomdigitdialingtechniquestobothcellphonesandlandlines(U.S.Population12+)
?Dataweightedtonational12+U.S.populationfigures
?“Mom”isdefinedasawomanhavingachildunder18livinginherhousehold
?ReportingofmediahabitsandtrendsforU.S.momssince2011
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
Onaverage,Momsare41yearsold
25-34
20%
18-24
3%
55+
9%
45-54
23%
35-44
45%
AVERAGEAGEOFMOMS:41
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
Employmentin2022bouncesbackafterCOVID
2021
Full-time
51%
Part-time
16%
Homemaker
17%
Other*
7%
Temporarily
Unemployed
9%
(*student,retired,other)
2022
Full-time
64%
Part-time
8%
Homemaker16%
Other*8%
Temporarily
Unemployed
4%
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
MoreMomsareworkingoutsidethehome
2021
Outside
Home
BothEqually
12%
58%
InsideHome
30%
2022
OutsideHome
77%
BothEqually3%
InsideHome20%
BASE:MOMS
WHOWORKEITHERFULL-TIMEORPART-TIME
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
Devices
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
98%ofMoms
ownasmartphone
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
AlmostallMomshavenowadoptedmobile
%OFMOMSWHOOWNASMARTPHONE
98
61
2012
2022
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
TwothirdsofMomsownatablet
%OFMOMSWHOOWNANYKINDOFTABLET
Yes
66%
No
34%
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
HalfofMomsnowownaSmartSpeaker
%OFMOMSWHOOWNANYKINDOFSMARTSPEAKER
34
2019
46
33
2020
2021
50
2022
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
AlexadevicesdominatewithSmartSpeakerMoms
%OFSMARTSPEAKERMOMSWHOOWNEACHTYPE
75
25
6
AnAmazondevicewithAlexa
GoogleHomeAppleHomePod
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
It’saboutquantityforSmartSpeakerMoms
HOWMANYVOICE-ENABLEDSPEAKERSDOYOUHAVEINYOURHOUSEHOLD?
BASE:MOMSWHOOWNATLEASTONESMARTSPEAKER
Threeor
moresmart
speakers
43%
Onesmartspeaker
33%
Twosmart
speakers
AVERAGENUMBEROFSMARTSPEAKERS:2.8
24%
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
Momscontinuetochoosehandsfree
%OFMOMSWHOEVERUSEAVOICE-OPERATEDPERSONALASSISTANT
EXAMPLESINCLUDE:AMAZONALEXA,GOOGLEASSISTANT,APPLE’SSIRI
63
2021
76
2022
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
Momsutilizehandsfreeacrossmanydevices
%OFMOMSWHOEVERUSEAVOICE-OPERATEDPERSONALASSISTANTONEACHDEVICE
20212022
65
52
38
34
22
37
33
25
14
15
Smartphone
Computer
SmartspeakerTabletAnyotherdevice
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
wirelessearphonesorheadphones
63%ofMomsown
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
RadiosarefadingathomeamongMoms
HOWMANYDIFFERENTRADIOSDOYOUHAVEINYOURHOME?
%OFMOMSWHOHAVEATLEASTONERADIOINTHEHOME
88
AVERAGE2.4RADIOS
2012
62
AVERAGE1.3RADIOS
2022
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
88
Radiosvs.smartphonesamongMoms
percentageowningaradioathomepercentageowningasmartphone
98
62
61
2012
2022
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
Internet
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
86%ofMoms
accesstheinternetfromtheir
cellphones
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
Moms’dailytimeusingtheinternet
SELF-REPORTEDAVERAGETIMESPENTWITHMEDIAINTHELAST24HOURS
4hours
16minuteslessperdaythanin2021
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
Moms’dailytimewithothermedia
SELF-REPORTEDAVERAGETIMESPENTWITHMEDIAINTHELAST24HOURS
Watchingtelevision
2hours
26minutes
Listeningtoradio
1hour
36minutes
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
SocialMedia
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
In2022
usesomekindofsocialmedia
93%ofMoms
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
TikToksoarsamongMoms
%OFMOMSWHOCURRENTLYEVERUSEEACHSOCIALNETWORKINGSITEORSERVICE
TikTok
Snapchat
81
85
50
53
62
2020
55
2021
2022
26
42
31
30
35
26
29
26
18
27
26
50
56
8
88
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
Facebookisstill‘usedmost’
amongsocialmediaMoms
%OFMOMSWHOUSESOCIALMEDIAANDUSEFACEBOOKMOST
72
69
69
64
2017
2018
2020
2019
62
58
2021
2022
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
Facebookdominancehasdeclinedas
‘usedmost’amongsocialmediaMoms
%OFMOMSWHOUSESOCIALMEDIAANDUSEFACEBOOKMOST
72
2017
62
2022
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
OtherMediaHabits
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
MostMomsarenotlisteningalone
HOWOFTENAREYOULISTENINGTOAUDIOWITHOTHERPEOPLE?
Sometimes
31%
Frequently
31%
Never
15%
Hardlyever
23%
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
OnlineaudioholdswithMoms
%OFMOMSWHOHAVELISTENEDTOONLINEAUDIO
ONLINEAUDIOINCLUDESAM/FMRADIOSTATIONSONTHEINTERNETANDINTERNET-ONLYAUDIOSOURCES
20182019
82
20202021
83
9090
2022
87
83
84
76
76
75
74
76
69
7070
Ever
Inthelastmonth
Inthelastweek
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
Moms’weeklytime
listeningtoonline
audio
ONLINEAUDIOINCLUDESAM/FMRADIOSTATIONSONTHEINTERNETANDINTERNET-ONLYAUDIOSOURCES
BASE:MOMSWHOLISTENEDTOONLINEAUDIOINTHELASTWEEKANDGAVEANOPINION
11hours
38minutes
3:22lessperweekthanin2021
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
NearlyathirdofMomshavelistenedtoapodcastinthelastweek
%OFMOMSWHOHAVELISTENEDTOAPODCAST
20182019
202020212022
6465
5657
53
48
3940
333332
28
24
19
21
Ever
InthelastmonthInthelastweek
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
AM/FMRadiolisteninghasabounceamongMoms
%OFMOMSWHOHAVELISTENEDTOAM/FMRADIO
EITHEROVERTHEAIRORONLINEINTHELASTWEEK
7878
2018
2019
78
2020
66
59
2021
2022
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
ChildrenandSocialMedia
#MomsAndMedia
StudyMethodology
?Anational,onlinesurveyofU.S.adults18andolder
?Weisolatedmomswithchildrenunder18
?DatacollectedisfromMarch2022
#MomsAndMedia
#MomsAndMedia
55%ofMoms
havechildrenwhouse
socialmedia
BASE:MOMSWITHCHILDRENUNDER18
60%ofMomsthinktheirchildrenspendtoo
muchtimeonsocialmedia
BASE:MOMSWITHCHILDRENUNDER18WHOUSESOCIALMEDIA
#MomsAndMedia
What’sappropriateforkids’dailysocialmediatime?
%OFMOMSVS.%OFMOMSWITHCHILDRENWHOUSESOCIALMEDIA
MomsMomswithchildrenwhousesocialmedia
32
31
28
28
28
21
20
14
Onehourorless
BetweenoneandtwoBetweentwoandthreehourshours
Morethanthreehours
#MomsAndMedia
THEINFINITEDIAL?2022EDISONRESEARCH
2hours
Averageappropriatedailytime
24minutes
forchildrentospendusingsocialBASE:ALLMOMS
media
18minutes
3hours
BASE:MOMSWITHCHILDRENWHOUSESOCIALMEDIA
#MomsAndMedia
58
Issocialmediamorehelpfulorharmfultochildren?
%OFMOMSVS.%OFMOMSWITHCHILDRENWHOUSESOCIALMEDIA
MomsMomswithchildrenwhousesocialmedia
61
42
39
MorehelpfulthanharmfulMoreharmfulthanhelpful
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
86%ofMoms
withchildrenwhousesocialmedia
agreethatitneedsmoreregulationtoprotectchildren
BASE:MOMSWITHCHILDRENWHOUSESOCIALMEDIA
#MomsAndMedia
Conclusions
#MomsAndMedia
THEINFINITEDIAL
?2022EDISONRESEARCH
MomsandMedia2022Recap
1.TwoyearsintoCOVID,2022showsapathbacktonormal
oMOREMOMSAREWORKINGOUTSIDETHEHOME
oDAILYINTERNETTIMESEESASLIGHTDOWNSHIFT
oRADIOLISTENINGSEESALITTLEREBOUND
THEINFINITEDIAL
#MomsAndMedia
?2022EDISONRESEARCH
MomsandMedia2022Recap
1.TwoyearsintoCOVID,2022showsapathbacktonormal
oMOREMOMSAREWORKINGOUTSIDETHEHOME
oDAILYINTERNETTIMESEESASLIGHTDOWNSHIFT
oRADIOLISTENINGSEESALITTLEREBOUND
2.Somehabitscreatedarenownorms
oSMARTSPEAKERSHAVEPROVENTHEIRWORTH,WITHMOMSOWNINGMULTIPLE
oVOICEASSISTEDTECHNOLOGYOVERALLHASSETTLEDINWITHMOMSACROSSDEVICES
oTIKTOKISQUICKLYGAININGGROUNDINMOMS’SOCIALMEDIAWORLD
THEI
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