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The Nielsen Total Audience Report: Q3 2016

1 minute read | January 2017

According to our national TV panel, there are 25.1 million women aged 18-49 living in their own home who have children under the age of 12. Nielsen’s comprehensive information on our panelists allows us to divide them into working moms and stay-at-home moms.

In this report, we look at the effects of age and number of children on these two groups. We provide an extensive profile of working and stay-at-home moms—their income, education, home status, urbanicity and race/origin. We provide data on their technology ownership and media behaviors, across TV, radio and digital media.

For example, stay-at-home moms spend more time with the TV screen (both live TV and OTT devices), while working moms spend more time listening to radio. Among those who use digital devices, stay-at-home moms spend more time with PCs, smartphones, and tablets.

Stay-at-Home and Working Moms

There are 25.1 million females 18-49 in their own home, who have a child under the age 12. For the purposes of this study, these are “Moms.” They are 39% of all women 18-49. Some of these moms work and some are “stay-at-home.”

Using our panel methodology for TV, radio, and digital, we can analyze the profile and behavior of working moms and stay-at-home moms.

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