The Digital Life of Parents, After Hours

Published on: May 2, 2019 / Update from: May 2, 2019 - Author: Konrad Wolfenstein

Once the kids are asleep, most parents sit back and relax with the help of electronics. A vast majority of mothers and fathers watch television or movies, according to a survey by the Center for the Study of Elections and Democracy at Brigham Young University.

Moms tend to use the quiet hours after the kids go to bed to connect with others, use social media, and talk on the phone. They communicate more than fathers. According to the study, video games play an equally important role for both mothers and fathers. All digital activities that parents undertake provide marketers with an opportunity to reach this audience who are taking advantage of this time for themselves on connected and marketable channels.

Once the kids are asleep, most parents sit back, relax, and unwind using electronics. A vast majority of both mothers and fathers watch TV or movies, according to a survey by the Center for the Study of Elections and Democracy at Brigham Young University.

Mothers tend to use the quiet hours after the kids are asleep to connect with others, using social media and talking on the phone and texting at higher rates than fathers report. Both mothers and fathers in the study played video games at roughly equal rates. All the digital activities that parents engage in provide an opportunity for marketers to reach this demographic, who use this time for themselves on connected and marketable channels.

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