Unlocking the Power of Podcast Advertising: Connecting with Moms Where It Matters
On the heels of American Mother’s Day 2024, it’s a good time for brands to revisit their advertising efforts designed to reach moms. Recent findings from Edison Research’s Infinite Dial series highlighted the digital habits of mothers, underscoring why podcast advertising is a potent avenue for reaching this influential demographic.
The Edison survey revealed that moms are at the forefront of smartphone usage in the U.S., with an impressive 98% ownership rate. This near-total saturation indicates that mothers are deeply integrated into the mobile digital ecosystem. However, brands should be interested to learn that moms are also continuously adopting new technologies to enhance their smartphone experiences. In 2024, smartwatch ownership among the group jumped to 47%, up from 37% in 2023, while ownership of wireless earphones or headphones rose to 75% from 71%. Upgrading to these devices not only enhances their smartphone experience, but also expands their capability of consuming audio content seamlessly throughout their busy days.