Research: Mom Is Listening To Online Radio

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It's Mother's Day weekend and the folks at Edison Research have released new research that indicates:

• The Internet is essential to Mom more than Radio
• Mom is listening online

The new data is drawn from the Infinite Dial series, and Edison Research sees strong reinforcement of mobile behavior and social networking. While mom continues to power on with her smartphone and tablet, she is consuming media in ways she hasn’t before, thus creating new media patterns and ramping up her already high usage of the Internet.

The data shows that moms are now averaging more than three hours per day online, with 30% logging in four hours or more.   Rewind back to 2000 and moms were not even spending thirty minutes with the Internet.

Internet usage will trend up and maintain its hold as long as mobile continues its march forward into the mom market, and that doesn’t seem to be slowing down any time soon.  Moms and Media 2015 shows us that 94% of moms own a cell phone, with 84% owning a smartphone. As they have been in the past, moms are out ahead of the total respondents 12+ from The Infinite Dial who came in with 71% smartphone ownership this year.

While moms have a pretty full schedule, they manage to find new time to listen to online radio.   Almost a third, 32% of moms said the time spent with online radio is new time, and not taken from other audio sources. This is a clear indicator that moms are listening in new patterns, while doing other things. The Internet and mobile devices are making it possible to consume media at any time and in any place.

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