The average respondent age is 43, and nearly two-thirds are employed. . We learn sever interesting insights about how mothers consume online audio.
Within this group, there 50% smart speaker ownership. Alexa is the dominant brand at use, with 86% penetration. Thirty-six percent own four or more speakers; the average is 3.1 speakers in the household.
Seventy-one percent of mothers own wireless earphones or headphones.
Impressively, 83% percent of respondents listen to some kind of online audio weekly. (Note that below, the “ever listened” number is 91%.) And the average time spent weekly listening to online audio is nearly 15 hours, 46 minutes.
When it comes to podcasting, 32% of moms are avid (that is to say, weekly) listeners — the same percentage as a year ago. Sixty-nine percent of the surveyed mothers have listened to at least one podcast.
Moving to the analog realm, Edison discovered that 65% of moms tune in to AM/FM radio weekly — nearly the same percentage as last year’s 66% result.
A special section on Children and Social Media concludes the study. The deck is available (free of charge) HERE.
