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?

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.