US Mothers Are Checking Facebook More Often - eMarketer

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US Mothers Are Checking Facebook More Often

Mothers prefer to check the social media site via their mobile phone

June 9, 2016

This year, US mothers are checking Facebook more times each day than they did in prior years, Edison Research found. In fact, they’re checking the social media site an average of 10.1 times daily.

Average Number of Times per Day that US Mother Facebook Users Check Facebook, 2012-2016

The average number of times US mother Facebook users check the site per day has more than doubled since 2012. Indeed in 2012, this demographic checked Facebook an average of 4.7 times per day. Fast-forward two years, and US mothers checked the social media site an average of 6.3 times per day. In 2016, respondents said they checked Facebook an average of 10.1 times per day.

There was a change in methodology over the period that could affect some—but not all—of the increase. Between 2012 and 2014, the mothers included in the research were considered Facebook users if they simply had a profile page. In 2015 and 2016, however, Edison Research included only those mothers who had actually used Facebook in the past month, which would eliminate from the pool any mothers who never checked the site, dragging down the average. Still, there was a substantial uptick in frequency of Facebook usage just between 2015 and 2016.

Preferred Device for Accessing Facebook According to US Mother Facebook Users, 2012-2016 (% of respondents)

The Edison Research study also looks at which device US mothers use to access Facebook, and found that most prefer their mobile phone. This year, three-quarters of US mothers said they prefer using their mobile device to access Facebook. Some 16% of respondents said they preferred a desktop or laptop, and 9% preferred a tablet.

More US mothers have been turning to their mobile devices to access Facebook since 2012. In fact, in 2012, more than half of mothers preferred their desktop or laptop device, while 41% of respondents said they preferred their mobile phone. Just 5% said they preferred their tablet.

Increased mobile usage of Facebook could be one contributor to the increased frequency of checking the social network; mothers on the go, with a few minutes to kill here and there throughout the day, are likely spending at least some of that time checking Facebook.

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