According to the third-quarter 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, stay-at-home mothers have more of a penchant for them.
In fact, according to Nielsen, device penetration is higher among mothers who work outside the home than it is among stay-at-home moms. Working mothers also tend to be more affluent and highly educated, and are therefore more likely to live in high-tech homes.
Compared with stay-at-home 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 video-on-demand (SVOD) respectively.
Increased access to non-live TV viewing sources such as DVRs and SVOD services comes as no surprise, as moms in out-of-home working environments consider being able to view content when it’s most convenient for them a necessity.
As the influence of these women on the media landscape grows, marketers and advertisers have a plethora of opportunities to reach them. Indeed, there are 25.1 million females in the U.S. 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 18-34 are working, whereas 77% of moms 35-49 are working.
Working mothers outpace stay-at-home 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 devices.
For 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 out-of-home listening at 77%.