Mom Genes: Looking at the Media DNA of Working and Stay-At-Home Mothers

Weamp8217re talking about moms here According to theamp160thirdquarter 2016 Nielsen Total Audience Report mothers of all kinds show tremendous utilization of media and technology But while working mothers have the most access to these devices and platforms stayathome mothers have more of a penchant for themIn fact according to the report device penetration is higher among mothers who work outside the home than it is among stayathome moms Working mothers also tend to be more affluent and highly educated and are therefore more likely to live in hightech homesCompared with stayathome mothers working moms are more likely to own technology across the multimedia board This includes penetration levels of 98 80 and 74 for smartphones tablets and subscription videoondemand SVOD respectivelyIncreased access to nonlive TV viewing sources such as DVRs and SVOD services comes as no surprise as moms in outofhome working environments consider being able to view content when itamp8217s most convenient for them a necessityAs the influence of these women on the media landscape grows marketers and advertisers have a plethora of opportunities to reach them Indeed there are 251 million females in the US who are between the ages of 18 and 49 and have one or more child under the age of 12 and almost three quarters of them are in the work force Meanwhile the percentage of working moms increases with age About 71 of moms 1834 are working whereas 77 of moms 3549 are workingBut thatamp8217s not to say that stayathome moms havenamp8217t carved out their own role in the growing ubiquity of technology and media consumption In fact despite having lower levels of device penetration stayathome mothers actually utilize different technologies for longer time periods than their out of home counterpartsBecause they spend more time at home these women are able to spend more time with both live TV and TVconnected devicesOverall stayathome moms spend over sevenandahalf additional hours watching live TV and content via TVconnected devices per week than those who work This increase in usage was seen in all platforms and most notably in live television usage over five hours more where the ability to remain at home diminishes the pertinence of timeshifted viewing capabilitiesThat doesnamp8217t however mean that stayathome moms arenamp8217t taking full advantage of these content conveniences Weekly DVRtimeshifted TV viewing for these women accounts for their secondlongest TVrelated activity at just under four hours and thatamp8217s still more than working momsThe trend of higher technology usage levels for stayathome moms extends into the digital landscape as well Across PC smartphone and tablet users stayathome mothers outperform working mothers in weekly time spentamp160andamp160social media usage with tablet usage being the only exceptionWith smartphone users stayathome mothers spend a weekly average of over seven hours on social media and nearly 23 hours on the device overall While the gap between stayathome and working mothers is close in regard to overall tablet usage stayathome moms spend nearly twice as much time with their PCsA tough pill that many childrenamp8211but not digital advertisersamp8211may find hard to swallow lies within their motheramp8217s social media usage on digital devices Among users ALL mothers ages 1849 spend almost two hours on PCs nearly seven hours on smartphones and over two hours on tablets per week using social media Regardless of working status mothers of the 21stamp160century are finding time to be social media savvyDespite comparatively lower levels of usage in TV and digital spaces for working moms marketers and advertisers would be smart to use a different form of mediaamp8211 radioWorking mothers outpace stayathome moms in hourly radio use especially so during rush hour Radio serves as a key way to reach these working women as a large portion of their day is spent away from home and their TV or digital devicesFor working moms the average quarter hour rating for radio skyrockets to a high of nearly 17 and an average of more than 14 during the morning and evening commute respectively Away from home working moms have the greatest percentage of outofhome listening at 77Regardless of working status mothers show increasing adoption and usage rates of both well established and seemingly newer forms of media But depending on their choice of media advertisers should find it beneficial to distinguish between the habits of mothers who make their living outside their home and those who make their livingamp160inamp160itamp160For theamp160fullamp160report click hereClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Mom Genes: Looking at the Media DNA of Working and Stay-At-Home Mothers

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