NEW YORK: A new and detailed survey of the media habits of US mothers reveals that 91% of them appear to fast-forward through commercials when watching programs via DVRs.
The figures, from media agency network MindShare, are in stark contrast to the 50%-60% ad-skipping estimates put forward by the television networks.
The year-long study, which questioned 600 mothers aged between 18 and 54, showed reading, surfing the web and watching television were the top personal downtime activities.
Fifty-six percent of respondents said their 'me-time' was most likely in the late evening; 18% said early morning - although 25% of women with older children said early mornings were the time of day they were most likely to have to themselves.
In addition, word-of-mouth is the most popular form of "entertainment media", nearly 80% of mothers of youngsters under two rating it highest. TV was the second highest at 75%, with email at 73%.
For mothers with slightly older children, aged three and up, TV is the most popular form of entertainment media, followed by email and word of mouth.
Non-working mothers reported the highest email use, general research and transactions; part-time working mothers reported the least.
Not surprisingly, full-time working mothers reported the highest cellphone use, at 28%, while part-time working mothers were the lightest users at 20%.
Part-time working mothers feel the most stressed in their daily lives.
Data sourced from Adweek (USA); additional content by WARC staff