Moms in the U.S. are spending more time on the Internet, increasingly embracing digital devices, and using TikTok more.
Those are some of the key findings from the just-released Moms and Media 2023 report from Edison Research.
The latest installment of the annual Moms and Media report includes data from the Infinite Dial series from Edison Research, sponsored by Amazon Music, Wondery and ART19, and data from an additional online survey of moms.
Internet usage among U.S. moms is up. U.S. moms self-reported using the Internet 15 minutes more than they did in 2022, for a total of four hours and 15 minutes per day. Ninety percent of Moms access the internet from their mobile phones.
Wireless headphones and smart watches trend up year over year. Some 71% of U.S. moms own wireless headphones compared with 63% in 2022; 37% of U.S. moms own a smart watch compared with 32% last year.
TikTok gains and Facebook declines: TikTok is used by 50% of U.S. moms, up from 42% in 2022. TikTok is the social media site 19% of U.S. moms use the most, up from 6% in 2022, a substantial increase. Facebook is used by 83% of U.S. moms, down from 88% in 2022. Facebook is the social media site 54% of U.S. moms use most, down from 62% in 2022.
Edison Research Vice President Melissa DeCesare commented, “U.S. moms are heavily engaged with social media and online audio, and their time on the Internet
continues to increase with the ease of mobile phone access. They are busy with children and are taking advantage of the convenience offered by wireless headphones and smart watches.”
Online audio consumption is up:
- 89% of U.S. moms listened to online audio in the last month, up from 83% in 2022
- 83% of U.S. moms listened to online audio in the last week, up from 75% in 2022. Moms who listen weekly listen for an average of 15 hours and 46 minutes.
Smart Speaker Ownership is Flat
Smart speaker ownership currently stands at 50% among U.S Moms, the same as 2022. But many moms own more than one device: 63% of U.S. moms who own a smart speaker own more than one. U.S. moms who own a smart speaker own an average of 3.1 of the devices.
Meanwhile, voice assistant usage has declined in the past year among U.S. Moms on non-smart speaker devices such as mobile phones, computers or other devices.
Lastly, Edison finds that 67% of U.S. Moms have children who use social media. Of those, 51% think their children spend too much time on social media, and 66% agree that more regulation is needed on social media to protect children.
The average amount of time they feel is appropriate for children to be on social media daily is two hours and 35 minutes.
