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Moms And Media 2011

By

Edison Research.

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About Edison Research

Edison Research conducts market research and exit polling, providing strategic information for businesses and media organizations worldwide.

Based in New jersey. With an expertise in both quantitative and

qualitative research, Edison works with many established corporations looking to keep their edge or expand, as well as young companies just starting to develop their businesses. Edison offers expertise in telephone, Internet and in-person research as well as focus groups and dial testing.

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Edison is also the leading provider of consumer exit polling and has conducted face-to-face research in almost every imaginable venue. Edison Research has conducted research at leisure locations (movie theaters, golf courses, health clubs, museums, cruise ships), transit locations (airports, subway stations, bus stations, truck stops, school buses, parking garages, gas stations), retail establishments (shopping malls, restaurants, stores), stadiums/arenas (concerts, sporting events), and many other locations including office buildings, conventions/conferences, and medical centers

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Moms And Media: 2011 is a new report derived from the Edison Research/Arbitron Internet and Multimedia Research Series. This study examines the media habits of this highly sought after demographic group – where they are ahead of the curve, and where they lag. 

 The report also compares Moms to Dads, as well as to the general population, with a focus on what makes Moms and their behaviors associated with both online and offline media consumption unique.

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Key Findings.

Moms have come to depend on the Internet for everyday life as their most “essential” medium.

Moms spend more time online daily than the general population, crossing the 2.5 hour threshold in 2011.

Moms are highly active on Facebook, with 62% of American mothers having a profile on the popular social networking service.

Smartphone ownership among Moms has exploded in two years, with 36% reporting smartphone ownership (compared to 31% for the general population).

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Methodology Overview

In February 2011, Arbitron and Edison Research conducted a national telephone survey (landline and cell phone) of 2,020people aged 12 and older

The sample yielded 330 Moms “Mom” is defined as a woman having a

child under 18 living in her household This recent study is one in a series that

has been conducted since 1998 which allows for tracking data

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Today’s Mom is “THE” demographic group to target

Mom is the Chief Purchasing Officer of the household • She has buying power and advertising influence • Technology is her friend, not foe • To reach her is to understand her Marketing to Moms has exploded • Internet is key to Mom; she’s online more than average • Social networking is changing the pathway to Moms • Her cell phone is not just for emergencies; its her connection and

she won’t be without it Mom is unique in her media habits • She embraces modern technology for its convenience • But she still engages in traditional forms like radio, striking a

balance that suits her busy 2011 lifestyle

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Employment Status

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Age

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Conclusions

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