With Mother’s Day right around the corner, Google has shared research from a study conducted alongside Ipsos Connect about how moms consume content on YouTube.
The top reason that moms say they tune in to YouTube is to be entertained, writes director of YouTube advertiser marketing Kate Stanford in a Google blog post, followed by educational content (seven in 10, for instance, seek parental guidance clips). The third biggest reason moms come to YouTube is to co-watch videos with their kids.
Moms pursue their personal passions on YouTube — to some extent — though they are significantly less likely than dads to do so after having children. The study, which surveyed roughly 1,200 mothers aged 18 to 54 who go online at least monthly, also found that moms are significantly more likely than dads to utilize a mobile device.
And moms are particularly open to receiving parenting tips from top brands. More than half of moms who turned to YouTube videos for guidance on parenting topics watched videos made by brands or companies, per Stanford — including the below Johnson’s tutorial for putting a baby to sleep.
Last March at SXSW, YouTube also shared research about the millennial dads demographic, saying that more millennial dads watch parenting-related videos on its platform than millennial moms.