What does parents’ downtime mean for marketers?<\/p>\n
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\u2014which can also be an opportune window for marketers to reach those parents.<\/p>\n
The No.1 post-bedtime activity for both mothers and fathers is watching TV or movies, according to an August 2018 survey by\u00a0Brigham Young University<\/a>\u00a0and\u00a0Deseret News<\/a>. 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.<\/p>\n These digital activities top the number of respondents who cited other common bedtime activities like having sex or reading a book.<\/p>\n For better or worse,\u00a0smartphones have made being plugged in an around-the-clock<\/a>\u00a0reality for many. In a September 2018 survey conducted by\u00a0The Harris Poll<\/a>\u00a0for\u00a0OpenX<\/a>, 97% of fathers and 95% of mothers said they use their smartphone \u201cregularly.” And that carries over into their nightly routine: 58% of fathers and 57% of mothers use their smartphones to browse social media in bed. Thirty-three percent of mothers said they play mobile games every night in bed, while 31% of fathers said the same.<\/p>\n![\"\"](\"http:\/\/www.ceo-na.com\/wp-content\/uploads\/2019\/04\/Captura-de-pantalla-2019-04-17-a-las-12.34.09.png\")
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