ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

Amazon Prime dominates, but Walmart+ finds foothold among lower-income shoppers

Article |
 Jul 16, 2025

Why is MMM making a comeback?

Article |
 Jul 16, 2025

Jewelry emerges as luxury’s bright spot

Article |
 Jul 16, 2025

Marketers risk missing AI traffic by ignoring desktop

Article |
 Jul 16, 2025

Google, Anthropic, OpenAI, Meta: We’re losing visibility into AI

Article |
 Jul 16, 2025

Nonessential spending slumps amid tariff price hikes

Article |
 Jul 15, 2025

JIC’s measurement audit shows a sector diversifying beyond Nielsen

Article |
 Jul 15, 2025

Marketers rush to unify social, CTV strategies

Article |
 Jul 15, 2025

AI summaries in Google’s news feed could undercut publisher traffic—again

Article |
 Jul 15, 2025

Critics of UnitedHealth Group get louder as the health insurer attempts to quiet them

Article |
 Jul 15, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US Mothers 2024

Millennial and Gen Z Mothers Seek Community Online

Report by Paola Flores-Marquez  |  Nov 22, 2024
Download
Report
Executive Summary
Deck
Share
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)
E-Mail ChartDownload

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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

7charts

Reliable data in simple displays for presentations and quick decision making.

1expert perspective

Insights from industry and company leaders.

    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)Men in US Households Spend Nearly Two-Thirds as Much Time Caring for Children as Women 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 (thousands of 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 (thousands of unique visitors and thousands of 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

    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
    Already have a subscription?Sign In

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

    Become a Client
    Unlock Unlimited Insights with PRO+
    Schedule a Demo