The Digital Life of US Moms, 2016 | Digital Behaviour of Moms in the US

Digital Marketing Researches & Reports

The Digital Life of US Moms, 2016 | Millward Brown Digital

Consumer Behavior |

Moms control about $2 trillion in purchasing power in the US, so reaching this segment of the population is important to many marketers.

The following points provide a glance at the digital life of moms in the US:

  • More than 70% of women with children spending time on digital devices in their daily lives.
  • Moms are more likely to spend their time on digital media using devices such as mobile, tablet and PC/Laptops.
  • Moms with younger children are more likely to interact with brand assets than moms with elder children.
  • The share of tablet time of overall population totaled with 16.1%, while the share of tablet time for moms totaled with 20.1% for moms with children 6 to 16, and 19.6% for Moms with children under 6 years.
  • Moms are also more likely to own tablets, gaming consoles, fitness bands and online streaming services than the overall population.
The Digital Life of Moms Q2-2016 Millward Brown Digital

A Graph Shows the Share of Daily Media Time of US Moms in 2016

Millward Brown Digital

With over 15 years of experience, Kantar Millward Brown is the world’s leading media and digital expert in helping clients grow great brands, specializing in media measurement and advertising effectiveness research. Kantar Millward Brown's qualitative and quantitative solutions help advertisers, agencies, and publishers identify, understand and engage consumers, plan and optimize media, and increase total brand performance.
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