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.
- 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.