Cracking the Code: Decoding Parental Media Consumption Habits in 2024

Parenting may be age-old, but the way moms and dads engage with information and entertainment is constantly changing. Gone are the days when broadcast television was the only distraction. Today’s caregivers navigate a complex digital media landscape, tailored to their busy schedules, short attention spans, and diverse interests.

This article provides exclusive analysis of how parents of children under 18 consume media across different devices, outlets, and genres. This research deciphers the what, when, where and why behind the media choices of moms and dads, helping us understand how to effectively connect with this highly sought-after demographic. Let’s explore some emerging trends and effective strategies for engaging modern parents.

For additional detail, and for a full list of sources, please make sure to download the full report: Modern Parenting: Navigating and Engaging the Active Family Unit.

/// Reaching Parents Through Social and Mobile Devices

It’s no surprise that the internet plays a major role in parents’ media consumption. Nearly all parents have incorporated online activities into their daily routines, with 50% spending 20 or more hours per week online and 75% spending at least 10 hours weekly. Social media is the second most highly consumed medium at 93%, followed by television (93%), and radio (81%).

When it comes to specific social platforms, Facebook and YouTube are still popular choices, with 80% and 70% of parents using them, respectively. However, visually driven platforms like Instagram, TikTok, and Snapchat are experiencing faster growth.

This data highlights an important fact: brands need to embrace bite-size formats to reach parents effectively. It’s also crucial to design content and visuals that grab attention on small screens. Optimizing for vertical orientation and using bold imagery can maximize engagement.

In addition, more than 80% of parents prefer using mobile phones as their primary devices, prioritizing communication, capturing photos and videos, and navigation. The top app categories for parents include music streaming, business tools, and sports. Online engagement is evident in various areas of family management, leisure activities, and work.

Messaging aimed at parents should address their need for efficiency and organization through digital platforms. Campaign content and user experience should highlight convenience and accessibility, resonating strongly with this audience.

/// Social Commerce on the Rise

While social media is still primarily used for communication, social commerce is gaining traction. Around 20% of parents use platforms like Facebook and Instagram for buying, selling, or trading items. Another 7% have saved their payment details for streamlined purchasing.

As social shopping becomes more popular, it’s important for marketers to tap into user-generated and peer content for inspiration. Pairing products with popular memes and challenges can boost visibility. Collaborating with influencers also adds credibility.

Related: Beyond Soccer Practice: Mapping the Psychographics of Busy Parents

/// Streaming Trumps Cable

Streaming services are now preferred over cable among parents. Nearly three quarters of parents of children under 18 subscribe to Netflix, with another two thirds opting for Amazon Prime Video, and half subscribing to Disney+ and Hulu. Other platforms of note include Peacock, YouTube TV, Paramount+, and ESPN+.

This shift to streaming allows advertisers to target their ads more precisely. By using data overlays, brands can tailor their ads to relevant programming and viewers. In addition, purchasing this media programmatically offers further customization based on insights from first- or third-party data.

Despite busy schedules, over 80% of parents find time to binge-watch shows regularly. One-third even do so daily or almost daily. Entertainment serves as both a mental escape and bonding opportunity for families during their downtime.

For marketers, it’s essential to identify titles that resonate strongly with audiences on streaming and cable. Sponsoring binge-worthy series, whether it’s a network favorite like ABC’s The Bachelor or a Netflix hit like That ‘90s Show, ensures repeated exposure to engaged viewers.

/// Offline Engagement

While digital channels dominate attention, traditional media still play important roles in parents’ lives. Radio, for example, remains a popular medium with over 80% of parents tuning in regularly via FM broadcasts and internet streams. The audio format offers continuous entertainment during commutes, chores, and errands.

The key is to capitalize on moments when parents are multitasking, and their hands and eyes are occupied. Sponsoring weather, traffic, and music segments on radio allows brands to seamlessly integrate into daily routines and build affinity through recurring exposure.

Print media also continues to have an impact, with 35% of parents making time for magazine reading. They navigate titles across various topics like lifestyle and entertainment, health and fitness, and business and technology. Newspapers still maintain a 27% readership despite the rise of digital news sources.

The persistence of print within this audience highlights the value of tangibility. Physical materials have unique branding potential in the cluttered media landscapes of parents. Inserting product samples, brochures, and coupons into distributed magazines and newspapers makes brands part of the overall experience.

/// Cracking the Content Code

Understanding parent’s content preferences is crucial for effective marketing. By leveraging user-generated and peer content, partnering with influencers, targeting streaming services, and utilizing traditional media channels, marketers can connect with parents in meaningful ways.

Drilling down into genre preferences provides valuable insights on how to attract parents through messaging and partnerships. By analyzing content patterns, we can better understand their interests and values. Here are a few things to consider:

• More than half of parents of children under 18 consume podcasts, and around 20% listen to podcasts for at least 5 hours per week, with a preference for music, society and education, and sports
• Approximately 37% visit beauty/fashion and fitness websites for tutorials and inspiration.
• Family-centric streaming shows like The Mandalorian and Cobra Kai are particularly popular among parents who seek bonding moments with their children.

This data highlights various lifestyle preferences, such as an interest in health and beauty, continuous pursuit of education, and a desire for meaningful connections.

/// Primetime Is All the Time

Parents often face a hectic schedule as they balance their professional and caregiver roles. However, there are patterns within the chaos that allow advertisers to identify key opportunities. Mornings and late nights provide consistency in their routines.

In the mornings, before school and work, families gather for breakfast and catch up on the radio or playlists during their commutes. Brands can provide utility by sponsoring weather updates, traffic reports, and music segments. After dinner, as the evening winds down, parents enjoy streaming sessions and scrolling through social media during “me time.” This is an ideal time for brands to place mid-roll ads in streaming content and engage audiences through creative Instagram stories.

Once their kids are tucked in, parents unwind by watching shows, music videos, or participating in group chats. They are engaged but also selective about where they focus their attention. This creates a golden opportunity for contextually relevant brands that combine entertainment and community. For example, brands can consider sponsoring popular YouTube shows like Hot Ones or hosting tweet-powered giveaways.

While formats may change, one thing remains constant – family co-viewing time after dinner and before bed. More than three quarters of parents eat with their children at least 4 times a week, followed by unwinding together. This nightly routine fosters a sense of connection before everyone goes their separate ways to complete chores and enjoy some free time.

Network shows and streaming releases often coincide with these valuable evening hours for immersive watching. Whether through sponsorship or integration, brands have the advantage of forging positive associations starting with the family and extending to the individual.

/// Key Takeaways

This research makes one thing clear: today’s parents have limited time to spare. Every content engagement and commercial message must provide value. With numerous roles to juggle and shifting priorities, their time and attention are precious commodities.

At the same time, there are plenty of opportunities for brands to meaningfully integrate into people’s daily routines. By understanding what motivates people’s media habits, advertisers can connect with parents right where they are. By knowing why and when they tune in, advertisers can create messages that complement their experience instead of competing with it.

For parents, it’s important to shift the focus from intrusive advertising to creating meaningful connections. Instead of being just another interruption, aim to add value to parents’ daily lives. Engage with them on social media, align with their preferred content, and integrate seamlessly into their routines. Effective engagement lies in understanding their needs, immersing in their world, and becoming a familiar and welcome presence in their lives.

Maximize your connection with modern parents by partnering with Media Culture. Contact us to explore dynamic solutions tailored to this key demographic.