BlogPageWelcome to my blog -- Grace's Rantings

I have made a study of human communication -- interpersonal as well as mass media.  I am intrigued by tremendous changes in human interaction in recent years.  The computer, Internet, smart phones and social media have dramatically changed the way we interact with each other.  Human discourse hasn't changed, but the mediums by which we communicate have..."and that has made all the difference".

 

Please share your thoughts and join in the discussion. I welcome your input and comments!

 

Reaching the Working Mother

I have come across some interesting statistics on the media habits of working mothers, both traditional and digital media.  Working mothers are defined as women working full time who have a child (or children) under 18 at home.  These women tend to be more highly educated and have a higher household income than their stay at home counterparts.

A study done by Scarborough found that:

  • 46% of working mothers read the local news section of the daily papers
  • 40% watch local television morning news
  • 39% watch local evening news and 24% watch local late news.  (These lower number aren’t surprising as they are most likely helping with homework and/or preparing dinner during the evening news and in bed during the late news!)
  • Two diversely different cable networks are favorites among working mothers who are 22% more likely than the non-working mother to have watched HGTV during the past 7 days, and 24% more likely to have watched ESPN.

Working mothers also interact with traditional media’s digital platforms.

  • They are 21% more likely than the average mother to have visited a radio station website in the past 30 days, and
  • 12% more likely to have visited a broadcast TV website in that period.

Regarding social media, A report by She Knows and Harris Interactive shows that the social media habits of working mothers tend to be more in line with those of the millennial generation.

SheKnows-Mothers-Size-of-Social-Networks-by-Age-Employment-Nov2013

  • Both Millennials and working mothers have wide networks on twitter and Instagram.
  • Both report having as many twitter followers as Facebook friends.
  • Working mothers have twice as many twitter followers as stay at home moms and 4 times as many Instagram followers.
  • Neither group has as many Pinterest followers as older women and/or stay at home moms.

And so it seems that both traditional and digital/social media is important to working mothers and an advertiser needs to use both to reach this elusive market.

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