💥The Evolution of Moms' Media Consumption: Smartphones to Smartwatches & Beyond

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May has arrived and with it comes the much-anticipated Mums and Media 2024 event. The latest research from Edison Research's Infinite Dial series, supported by Audacy, Cumulus Media, and SiriusXM Media, reveals that American mothers are highly active online and adept at using a wide range of devices that seamlessly integrate with smartphones.

Mums have nearly fully embraced smartphone ownership, with a staggering 98% now owning one. However, they continue to seek out new technology to maximise the potential of their indispensable mobile devices. By 2024, the percentage of Mums who owned a smartwatch had increased to 47%, a significant jump from the 37% reported in the previous year. There has been a noticeable rise in the number of Mums who now own wireless earphones or headphones, with ownership increasing from 71% to 75% compared to last year.

Mums can do even more with their smartphones thanks to smart devices like watches and wireless earbuds, especially when it comes to audio consumption and usage. Eighty-two percent of mothers have listened to online audio in the past week, and forty-three percent of them listen to podcasts on a weekly basis. Mums can listen in private anywhere with wireless earbuds, which contributes to an increase in listening opportunities. As we have seen and documented in our research over the years, mums' media habits show a strong reliance on smartphones. Mums who are constantly on their smartphones undoubtedly spend a significant 4 hours and 4 minutes a day online. A further effect of mums owning smartphones is their heavy social media usage. 97% of mothers this year report using social media at least occasionally, with 96% claiming to have done so in the previous week. This kind of dedication is made feasible by the continuous availability of smartphones, which have replaced idle waiting with scrolling through social media. As demonstrated by the trends, mums' media consumption and online content engagement will continue to be influenced by smartphones and all of their other tech devices.

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