Millennial Moms Creating New Media Patterns

Whether searching for content to share with their children or multi-tasking during family television time, Millennial Moms increasingly turn to digital sources

Tuesday, May 06, 2014

New York, NY – Evidence of Millennial Moms’ growing passion for digitally-delivered experiences was quite evident in the newest wave of LMX Family, Ipsos’ study of the media behaviors and attitudes of parents and kids. From time spent using apps and watching online videos with their children to number of SVOD subscriptions, GenY Moms are increasingly turning to the internet to find entertainment to share with their kids aged 6-12 years old.

While lifts were seen across the board in families’ use of online entertainment, Millennial Moms and their children aged 6-12 spent 18% more time consuming app content and 14% more time consuming online videos than moms of other generations. Additionally, subscriptions to SVOD services were significantly more popular in families of Millennial Moms indexing at 135 compared to GenX /Boomer Moms. “This is an important finding not only because it provides a moment-in-time snapshot of what is happening in families today but also because it establishes where and how young moms are teaching their children to seek out entertainment content, “ says Donna Sabino, SVP and leader of the Ipsos Kids & Family Center of Excellence.

The allure of digital experiences also attracts Millennial moms while they are consuming traditional media with their kids. In fact, more than eight-in-ten Millennial moms reported simultaneously going online while watching TV with their children—significantly more than moms of other generations. From visiting social networks to generating social TV conversations, across the board Millennial Moms were more likely than other moms to TV-online multitask when consuming traditionally-delivered TV content with their children. “Moms are demonstrating concurrent consumption behaviors when watching TV with their children. This provides a salient model for kids’ own media consumption patterns moving forward,” observes Sabino.

For more information on this news release please contact:

Evan Borak
Senior Vice President
Ipsos MediaCT
(212) 584-9270

About Ipsos

Ipsos is an independent market research company controlled and managed by research professionals. Founded in France in 1975, Ipsos has grown into a worldwide research group with a strong presence in all key markets. Ipsos ranks third in the global research industry.

With offices in 86 countries, Ipsos delivers insightful expertise across six research specializations: advertising, customer loyalty, marketing, media, public affairs research, and survey management.

Ipsos researchers assess market potential and interpret market trends. They develop and build brands. They help clients build long-term relationships with their customers. They test advertising and study audience responses to various media and they measure public opinion around the globe.

Ipsos has been listed on the Paris Stock Exchange since 1999 and generated global revenues of €1,712,4 million (2 274 M$) in 2013.

Visit to learn more about Ipsos’ offerings and capabilities.

Millennial Moms Creating New Media Patterns

Downloads PDF

Press Release


Evan Borak
Senior Vice President, US
Ipsos Connect
(212) 584-9270