U-S Moms Relying on Tech More Than Ever During COVID-19

Seventy-two percent of moms in the U.S. agree that technology has been essential during the COVID-19 pandemic. The “Moms and Media 2020” study just released by The Research Moms of Edison Research reveals an unwavering commitment by U.S. moms to devices and technology, highlighted by a dependence on the internet amidst a new, COVID-19 world.

The latest installment of the annual report includes data from The Infinite Dial® series from Edison Research and Triton Digital, and a recent online survey conducted during COVID-19 restrictions. The report highlights how moms with kids under the age of 18 in the household continue to hold tight to their tech tools while sheltering at home, and they are relying on their technology and media to get through the day.

According to Edison Research Vice President Melissa DeCesare, who is also one of The Research Moms at Edison Research, “This virus has turned life upside down and parents have the added pressure of guiding children through this unsettling time. Moms are masters at balancing tasks in normal circumstances but they have found even more capacity to multi-task in this pandemic. Additional responsibilities like distance learning and managing the family dynamic while in isolation are increasing the need for media and technology in the home. This year’s study shows us that moms are meeting these challenges by relying on media, devices and technology to help them get through this new normal.”

Key findings include:

• Moms rely on devices: 89% own a smartphone, 69% own a tablet
• Moms depend on voice technology: 33% own a smart speaker, and of those who own at least one smart speaker, 59% own two or more. Sixty-seven percent of U.S. moms use some form of voice operated personal assistant.
• Moms are using their devices more during the COVID-19 pandemic. Working remotely, helping children with distance learning, and keeping in touch with friends and family are driving heavier use of all digital devices.
• Moms are not the only ones who are increasing their use of devices and technology. With schools closed, children are distance learning at home using new digital platforms in their virtual classrooms.
• Moms are facilitating distance learning: 54% of moms say they are spending a lot of time helping their children with distance learning during the COVID-19 pandemic.
• Moms are using social media: 39% agree that social media is the main source for staying up to date on the COVID-19 pandemic in their community. Fifty-six percent of moms say that they are grateful for social media during the pandemic.
• While it is unknown how long this new normal will last, nearly 4 in 10 moms think their current media habits will stay with them even after it is over.