US Parents Get Digital After Dark

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Article by Lucy Koch
From eMarketer

After the children are tucked in, most parents probably intend for that time to be quiet and interruption-free. But relaxing after the kids are asleep typically involves media consumption—which can also be an opportune window for marketers to reach those parents.

The No.1 post-bedtime activity for both mothers and fathers is watching TV or movies, according to an August 2018 survey by Brigham Young University and Deseret News. Mothers are more likely than fathers to use this time for interaction with people outside of the household. And more respondents in both groups said those interactions took place on social media, rather than on phone calls or texts.

Parents aren’t on their devices before bed just for entertainment purposes, they’re also shopping. In the OpenX/Harris Poll survey, 46% of parent respondents said they use their phones in bed at night to research purchases more than once a week, and 20% said they transact in-bed purchases by phone that often.

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