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Moms’ Multitasking Leads to Cross-Screen Opportunities

Over half of US Millennial moms always/often use their smartphone while watching television, according to BabyCenter and IAB’s State of Modern Motherhood report. Other findings from the study:

  • Media usage for moms increased in 2014 compared to the previous year, largely due to mobile. “US millennial moms spend 35% more time online on a smartphone than on their PC/laptop. 1 in 3 US millennial moms say they use their cable TV subscription less now that they are a mom.”
  • “Motherhood is a catalyst for new brand choices”, with 63% of respondents saying they changed their purchasing criteria for groceries/food/beverage since becoming a mom. 48% said the same for personal care and cosmetics.
  • Usage on social media platforms shifts, with roughly half using Tumblr and Twitter less, and 77% using parenting communities more. “73% of US millennial moms use parenting communities for brand and product recommendations.”
  • It’s important to note that there are variations by country as well. For example, 55% of US moms say they do more than a quarter of their shopping online, compared to only 26% of Canadian moms.


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Read the full report.

For more on this topic, check out the Consumer Tab in Morning Coffee .

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