More than 95% of all US mothers are internet users
Mothers are a highly digital group and have been for some time, but their usage of digital is constantly evolving, often at a rapid pace.
As recently as 2013, fewer than two-thirds of US mothers had smartphones. Now it is more like nine in 10. And while mothers were quick to embrace Facebook, their adoption of Instagram and Snapchat is a recent development.
Some digital activities fall short of the early hype (think of “mommy blogs”), while others have snuck up with relatively little notice (like mothers’ enthusiasm for YouTube).
The differences are numerous eMarketer analyst Mark Dolliver said. “For instance, younger mothers spend more time with digital video than do older mothers. Married mothers are more apt than their unmarried counterparts to engage in showrooming when they are shopping. Mothers of infants tend to be more active in posting to social media than are mothers of teens. And so on.”
According to eMarketer estimates, more than 95% of all US mothers are internet users, spending about three and a half hours per day on it. For many, it is their chief source of entertainment and the first place they go for information. Streaming video has a big audience among mothers, and internet of things (IoT) technology has begun to gain a following.
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Jay & Julia Taylor own and operate Caney Creek Studio. Caney Creek Studio is a video production, digital marketing, and social media management agency.