This year’s findings, pulled from Edison Research’s Infinite Dial, unveil US mothers as enthusiastic digital audio consumers with diverse listening habits.

This tech-savvy group, increasingly interested in smartwatches and wireless earphones, holds significant influence, controlling 85% of household spending, totalling around $3 trillion annually.

Edison’s 2024 study, supported by Audacy, Cumulus Media, and SiriusXM Media, indicates that 98% of US moms own smartphones, 47% own smartwatches (up from 37% in 2023), and 75% own wireless earphones (an increase from 71% last year). These smart devices enhance moms’ audio experiences, with 43% listening to podcasts weekly and 82% engaging with digital audio in the past week.


Furthermore, US moms spend an average of four hours and four minutes online daily, with 97% using social media and 96% engaging with it in the past week. Smartphones’ accessibility facilitates constant connectivity, effectively transforming downtime into valuable digital engagement opportunities.

Edison Research announced the “The Podcast Consumer 2024” webinar, which will be led by Edison Research Vice President Megan Lazovick on Thursday, May 16, at 2 PM EDT.

Click here to register for The Podcast Consumer 2024.

Source: Edison Research.