Using the internet is practically a requirement for women with children
This year, 32.3 million moms will go online at least once a month. eMarketer defines a mom as any adult female with children under 18 in the household.
Going online is practically a requirement for being a mom. A full 90.3% of women with children under 18 access the internet from any location at least once a month, compared to 76.3% of all adult females. By 2014, more than 93% of moms will be regular online users, according to eMarketer estimates.
A 2009 survey by Experian Simmons showed a similar pattern: 74.1% of US moms had used the internet in the week prior to the survey, compared with 65.2% of all adult females.
Even as the percentage of moms online is growing, their share of the total internet user population is decreasing, from 14.6% in 2010 to 13.2% in 2014.
This is due in part to the declining number of mothers in the US. The Bureau of Labor Statistics reported that the number of mothers dropped by 1.6% in 2008 and 1.2% in 2009. It is also indicative of the fact that other demographic groups are catching up to moms’ already high internet penetration.
Check out today’s other article, “Mobile Consumers See Value in Advertising.”