Moms & Media 2022 [REPORT]

  • More U.S. moms are now employed full-time and more are working outside the home than in 2021.
  • Sixty-four percent of U.S. moms are employed full-time compared with 51% last year. Of U.S. moms who work full or part time,
  • 77% work outside the home, up from 58% in 2021.Moms continue to embrace the hands-free assistance provided by voice tech for their on-the-go routines, as 50% now own a smart speaker. Moms who own smart speakers have an average of 2.8 in their households.

The number of moms who use any voice-operated personal assistant (including smartphone voice assistants) is 76% in 2022, up from 63% in last year’s report.

Podcast listening among moms is up – 48% of moms have listened to a podcast in the past month, up from 40% year over year, and almost one-third (32%) have listened to a podcast in the past week.

TikTok usage (once again) soars among U.S. moms, with 42% currently using the platform, up from 26% in 2021 and 8% in 2020. Facebook remains the social media most moms use (88%), followed by Instagram (62%) and Pinterest (56%).

According to Edison Research Vice President Melissa DeCesare, who is also one of The Research Moms, “In our Moms and Media studies, we see how moms adopt technology and adapt it to their lifestyle.

Last year we saw moms using their devices to manage the entire family being at home. In 2022, families are easing back out of the house and we see moms’ habits reflect this in our data.”

Other key findings include:

  • U.S. moms self-report an average of four hours daily using the internet, around 16 minutes less than in 2021. This decrease is indicative of another lifestyle change, one that no longer is completely home-based due to COVID.
  • 83% of U.S. moms have listened to online audio in the last month
  • 66% of U.S. moms have listened to AM/FM radio in the last week. This is up from a low of 59% last year. Sixty-two percent of U.S. moms own at least one radio in
  • their household, compared to 88% a decade earlier.
  • 55% of moms have children who use social media, and 60% of those moms think their children spend too much time on social media. Of the moms with children on
  • social media, 86% agree that social
  • media needs more regulation to protect children.
  • Moms whose children are on social media are more likely to say that it is helpful rather than hurtful.

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