US moms keep connected during COVID-19 crisis with more reliance on the internet and devices according to a recent survey by Edison Research. Moms and Media 2020 builds on The Infinite Dial, the company’s 20+ year series of surveys of digital media consumer behaviour in America enquiring into the use of media channels, including streaming audio, podcasting, and social media.
Survey findings
- Mobile devices like smartphones and tablets keep up with busy moms and smart speakers continue to hold their place at home. In 2020, 33% of moms own some kind of smart speaker and moms who own one, own two or more.
- Hands free is popular with multi-tasking moms. Voice assisted technology is finding its way into all sorts of devices with two thirds of US moms using some form of voice-operated personal assistant.
- While being isolated at home, moms are using just about all of their devices more with working remotely, helping children with distance learning and keeping in touch with friends and family topping the list.
- With schools closed, children are distance learning at home using new digital platforms in their virtual classrooms. Now a necessary part of their daily routine, technology allows children to connect online with coaches and teammates until they can return to school.
- The ‘New Normal’ remains unclear but nearly 4 in 10 moms think their current media habits will stay with them even after the crisis is over.
Survey conclusions
Moms have and use devices and technology but their usage has changed due to COVID-19
- Devices are critical in order to keep connected while sheltering in place
- Technology is essential day to day
- Internet dominates even more now
Media consumption is a mix of entertainment and necessary information
- Moms seek media for a reprieve
- Social media proves to be needed
New normal puts children’s media and technology first
- Distance learning takes mom’s time
- Moms give time to children’s media for entertainment
- Children are getting consistent, daily exposure to media and technology
