US Mothers 2024

Millennial and Gen Z Mothers Seek Community Online

Report by Paola Flores-Marquez  | Nov 22, 2024
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Executive Summary
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Table of Contents
Executive Summary
Mothers are still the primary parent
Mothers turn to digital spaces for assistance and distraction
Self-care and celebration are the priority when mothers focus on themselves
What does this mean for marketers?
EMARKETER Interviews
Sources
Media Gallery
About This Report
New mothers are increasingly digitally native. But their digital habits are defined more by their children’s life stage than by their own generational cohort.
Topics
Mothers
Social Media Users
Consumer Behavior
US
Table of Contents
Executive Summary
Mothers are still the primary parent
Mothers turn to digital spaces for assistance and distraction
Self-care and celebration are the priority when mothers focus on themselves
What does this mean for marketers?
EMARKETER Interviews
Sources
Media Gallery

The average age of new mothers in the US continues to increase, reaching 27.4 in 2022, per the Centers for Disease Control and Prevention (CDC). The internet is one of their primary tools for navigating the experience of motherhood. However, they’re more likely to turn to each other—or their children—for direction rather than to influencers with large platforms.

Key Question: What are the biggest influences on US mothers’ digital habits?

The Majority of Mothers Who Gave Birth in 2022 Were Ages 25-34 (average births in the calendar year among every thousand US women, by age, 2022)
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Key Stat: Millennial mothers ages 30 to 34 had the highest number of births in 2022 (97,500), according to the CDC. Active online long before having a child, these moms use their digital expertise to navigate the experience.

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    Table of Contents

    1. Executive Summary
    2. Mothers are still the primary parent
    3. Mothers turn to digital spaces for assistance and distraction
    1. Self-care and celebration are the priority when mothers focus on themselves
    2. What does this mean for marketers?
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    The Majority of Mothers Who Gave Birth in 2022 Were Ages 25-34 (average births in the calendar year among every thousand US women, by age, 2022)Women in US Households Spend Nearly Two-Thirds as Much Time Caring for Children as Men Do (average minutes spent per day on childcare* among US adults, by gender and child's age, 2023)
    Fully Employed Married Mothers Spend More Time Caring for Children Than Fully Employed Fathers Do (average minutes spent per day on childcare* among US adults, by gender and employment status, 2023)Children Have the Biggest Influence on Food, Shopping, and Entertainment Decisions (% of US parents whose likelihood of certain consumer behaviors are impacted by their children, by activity, March 2024)
    Mothers' Facebook and Messenger Time Spent Is More Than Double Their Time on TikTok (total minutes spent per month on social media among US mothers, by platform, Sep 2024)Moms' Pinterest Use Remains Strong Despite Fluctuations Throughout the Past Year (total unique visitors and total minutes spent per month on Pinterest among US mothers, Sep 2023-Sep 2024)
    Feature Films and General Drama Top the List of What New Moms Are Watching the Most (% of US new mothers who watch TV programs, by type of program, Q1 2024)

    Interviewed for This Report

    Maria Bailey
    BSM Media
    CEO
    Interviewed October 9, 2024

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    authors

    Paola Flores-Marquez

    Contributors

    Suzy Davidkhanian
    VP, Content
    Donte Gibson
    Senior Charts Editor
    Kyndall Krist
    Senior Copy Editor
    Penelope Lin
    Director, Data Visualization
    David Morris
    Principal Analyst
    Jennifer Pearson
    VP, Research
    Heather Sprung
    Senior Editor
    Emman Velasco
    Chart Editor