“TMI” or not, certain brands will be delighted to learn that one in five moms (born between 1977 and 1994) admit to consuming media in the bathroom.
Even more startling, 12% of American moms report using their smartphones during sex, according to new research from Meredith’s Parents Network.
Whether they’re checking Facebook, streaming TV or reading magazines, it’s clear that moms are developing entirely new relationships with media — and increasingly relying on their smartphones to do it.
“Today’s moms are media omnivores,” according to Carey Witmer, EVP and president of Meredith’s Parents Network, which encompasses Parents, American Baby, FamilyFun and Ser Padres. “Controlling their voracious diet is so important to them that they are constantly creating new rules about how and when media intermingles with their busy lives via their various devices, screens and networks.”
Meanwhile, while more than 8 in 10 women are on Facebook, Meredith found that many are conflicted about the social network. In fact, 57% of millennial moms feel that Facebook is a waste of their time, although 89% describe the time they spend on the site as “me time.”
What’s more, 38% of moms admitted that the overly personal information others share in their status updates is annoying, while 22% are turned off by Facebook “friends” who use the platform as a political soapbox.
Overall, 81% of moms said shopping took up more of their smartphone time. While much has changed, however, moms still spend an average of 16 hours a week watching television. What are they watching? Well, 41% report viewing live TV events — which is actually down from 55% in 2010. Streaming, however, is on the rise, as 23% of moms report streaming television — up from 16% in 2010.
Back to their mobile habits: moms report keeping an average of 13 apps on their phones, while two-thirds say that less than half of their apps are for their kids.