Industry News

Edison Research: Moms Flocking to TikTok

Edison Research releases its latest Moms and Media 2023 report and concludes that American moms “are spending more time on the Internet, increasingly embracing digital devices, and using TikTok more.” The report states that U.S. moms self-reported using the Internet 15 minutes more per day than they did in 2022, for aim total of four hours and 15 minutes per day. Ninety percent of moms access the internet from their mobile phones. It also says that TikTok is used by 50% of U.S. moms, up from 42% in 2022, while Facebook is used by 83% of U.S. moms, down from 88% in 2022. Edison Research VP Melissa DeCesare says, “U.S. moms are heavily engaged with social media and online audio, and their time on the Internet continues to increase with the ease of mobile phone access. They are busy with children and are taking advantage of the convenience offered by wireless headphones and smart watches.” Download the report here.

Industry News

Edison Research & NPR: “Hit Play, Boomer!”

By Holland Cooke

“They have the time and tools to listen, they like spoken word contest,” and Edison Research president Larry Rosin reminds us, they’re big-money consumers.

Baby Boomers – born between 1946 and 1964 – are now age 59-77.  Those 55+ comprise 30% of total USA population.

Per Edison’s ongoing “Infinite Dial” research, and with data and listener videos captured for this study done with NPR:

— 55+ consume more than 3 hours and 39 minutes of audio PER DAY. And 78% own a smartphone. And “Boomers listen to way more radio than do their children and grandchildren.” And they’re “adopting online audio.”

— Nearly 2/3 of Boomers’ audio is consumed at home. “Only about a third of that group is still working…they have the time to listen to podcasts.” And home is the #1 podcast listening location.

— But compared to 25-54s, they’re podcast consumer laggards. Rosin sees opportunity: “They’ve entered the top of the sales funnel.”

Compared to 25-54s, Boomers are podcasting laggards.

— Many Boomers think podcasting is a time-shifted radio show.

— “Overwhelmingly,” 55+ podcast listeners prefer news-related podcasts.

— We need to explain how-to-listen better than “available as a podcast” and wherever-you-get-yours.

Broadcasters and podcasters: Know how busy you are, I don’t make this recommendation casually. It’s well-worth your time to see the on-demand replay of this informative webinar.

Now I’m off to fabulous, fabulous Las Vegas for the 2023 NAB Show. Look for my convention notes here next week.

Talkers contributor Holland Cooke ( is a consultant working at the intersection of broadcasting and the Internet. He is the author “Multiply Your Podcast Subscribers, Without Buying Clicks,” and the E-book and FREE on-air radio features “Inflation Hacks: Save Those Benjamins;” and.  Follow HC on Twitter @HollandCooke