Mom's Digital Media Usage

Moms' Digital Media Usage Moms are avid users of digital media, from the web to ecommerce to social media-and they have the spending power to gain marketers' attention throughout the digital realm. Moms* Population Data 2011 Mom Internet and Social Media Usage 2012 15% of total adult population* 36.1M T11111111T TOTAL MOMS 36.1M US moms with children under age 18 94.5% of moms are internet users 33.5 million of US moms have children A only under age 6 45% 76.2% E employed full-time 48% of US moms are of moms are social network users 27.5 million NOTE: *AGES 16+ SOURCE: US DEPARTMENT OF LABOR BUREAU OF LABOR STATISTICS, "WOMEN IN THE LABOR FORCE: A DATABOOK (2010 EDITION)"; EMARKETER CALCULATIONS, OCT 20, 2011 66.2% Weekday Activities of US Moms, by Generation March 2011 of moms are Facebook users 23.9 million % of respondents in each group SOURCE: EMARKETER POPULATION PROJECTIONS BASED ON 2009 DATA FROM US DEPARTMENT OF LABOR BUREAU OF LABOR STATISTICS, "WOMEN IN THE LABOR FORCE: A DATABOOK (2010 EDITION)" Mobile Social Socializing phone networking MIllennials 67% 60% 78% Mom Buying Power 2011 (18-32) 68% 71% 58% $2.4 Gen X %24 (33-46) Baby boomers 45% 36% 36% IL || (47-64) trillion SOURCE: COALITION FOR INNOVATIVE MEDIA MEASUREMENT (CIMM) AND MEDIA BEHAVIOR INSTITUTE, "CONSUMER-CENTRIC CROSS-MEDIA CONTEXT PLANNING: EARLY INSIGHTS FROM CIMM'S PILOT TEST OF MBI'S USA TOUCHPOINTS," JUNE 14, 2011 SOURCE: BSM MEDIA, JUNE 2011 Moms: Riding the Mobile Wave Copyright ©2011 eMarketer, Inc. All rights reserved.