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Scarborough-Working-Moms-Traditional-Media-Lifestyle-Habits-Feb2014Working mothers – those 40% of women who have children under the age of 18 and also hold full-time employment – are both educated and affluent, according to Scarborough data published on Nielsen Newswire. In fact, working mothers are 35% more likely than the average mother to be college graduates and 40% more likely to have an annual household income of at least $100k. So how to reach these mothers?

The research turns up some notable statistics regarding their usage of traditional media, particularly when it comes to local news. Some 46% read the local news section of the newspaper, while 40% watch local morning news on TV, 39% watch local evening news, and 24% watch local late news.

Interestingly, working mothers are 22% more likely than the typical mother to have watched HGTV during the past 7 days and 24% more likely to have watched ESPN. The draw of ESPN is due to working mothers being much more likely than the average mother to be sports fans, with Scarborough indicating that they’re particularly interested in college basketball, PGA tours and men’s tennis. Indeed, working mothers are 28% more likely to have played golf in the past 12 months. They’re also 27% more likely to have gone skiing or snowboarding in the past 12 months.

As for radio, Scarborough reveals that the top format among working mothers is pop contemporary hits, with 42% having listened to this format in the past 7 days. Country (31%) and adult contemporary (30%) are the next-most popular formats.

Other Findings:

  • Working mothers also interact with traditional media channels online: they’re 21% more likely than the average mother to have visited a radio station website in the past 30 days, and 12% more likely to have visited a broadcast TV website in that period.
  • Some 4 in 10 working mothers checked local news online in the 30 days prior to the survey.
  • Working mothers are 33% more likely than the typical mother to have bought cultural event tickets online during the past 12 months: they’re 27% more likely to have attended live theater; 33% more likely to have visited Disney World in Orlando; and they’re 22% more likely to have attended a professional sports events.

Data concerning working mothers’ use of social media can be found here.

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