Edison Research：2022年妈妈们与媒体报告

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

Facebook

Instagram

Pinterest

TikTok

Snapchat

LinkedIn

Twitter

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