Study: The media consumption of mothers in Romania

Ovidiu Posirca 10/03/2017 | 11:14

The study „Working vs. Stay-at-home Moms’ Media Habits”, recently launched by Starcom Mediavest Group Romania, tracks the media consumption patterns of the two segments in the country.

The employed mothers have, in most of the cases, university degrees that offer them a medium or over medium monthly income. In 54 percent of the cases, their salary is the main family’s source of income. On the other hand, most of the mothers that are not working didn’t go to university, live in small cities and have an average or below income average.

Media channels

The TV represents the main channel that the unemployed mothers are following. 76 percent of them are watching TV programs daily, spending more hours in front of the TV compared to the employed mothers, having flexibility in organizing their daily program depending on the hours their favorite shows are broadcasted. The consumed media content reaches almost 217 minute daily. The other information channels, such as radio or internet are used more in relaxing or amusement purposes.

The employed mothers are consuming more media content through radio, newspapers, ads in the public transportation or internet. On average, they are listening daily to radio, almost 175 minutes, compared with the staying-home moms where the media reaches 151 minutes daily.

Therefore, the mother that work are exposed more to the media content through radio, are more receptive to the commercials and the debates during the broadcasted shows and are basing on the information received through this source in forming and solidifying their own opinions. They are flicking through magazines in order to relax themselves, the majority forming a ritual from reading the press every day.

Although the time spent online is considerably shorter for the home-staying moms when it comes to the internet consumption on the mobile, the differences are equalizing themselves – both moms’ categories spend a similar number of minutes a day.

The employed moms manifest a clear preference towards the radio stations (Kiss Fm, ZU, Europa FM, Radio 21, Magic FM), compared to the second segment of moms that don’t have a favorite radio station, listening to the radio just for the music and in a smaller percentage.

When it comes to the preferred TV stations, Pro TV and Antena 1 are found amongst the choices of both categories. While the working moms are watching more cultural, movie and news stations (Prima TV, National Geographic, Pro Cinema or Antena 3), the unemployed mothers prefer the romantic or entertainment genres (Kanal D or Acasa TV). Obviously, viewing the TV series is present more on the stay-home moms list, due to the flexible program they have.

The frequency the Romanian moms are accessing the Internet daily

According to the study, 80 percent of the employed mothers are using the Internet on the PC and this figure stands at 70 percent in the case of stay-home mothers. Moreover, the employed mothers are using the smartphone mostly on the road to work, in order to keep in touch with the family, keep up with the news and accessing the educational and trips’ websites. The smartphone is present among the stay-home moms especially for amusement or relaxation (video clips, photos, online games or video calls through different applications).

Despite the fact that the two categories analyzed in this study have a daily different program, both the staying-home and the employed mothers have the same interests when it comes to the main subjects searched in the print press. The majority of the subjects are focused on the family and its well-being – food, health or the children’s education. The difference lies in the volume of the read titles: the staying-home mothers read mostly weekly magazines while the employed mothers are searching a mix of extended information from different types of publications.

Romanita Oprea

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