Key stat: Mothers in the US spend over twice as much time on Facebook and Facebook Messenger than they do on TikTok, according to September Comscore data.

Beyond the chart:

• 93.3% of US mothers are on social media, a total of 31.3 million people, according to our May 2024 forecast.
• Facebook is used by moms as a hub for knowledge sharing. Groups focused on parenting and neighborhood advice and logistics groups are some of the ways mothers engage with each other on the platform.

Use this chart: Marketers can use this chart to strategize where they can market to mothers. They can also use it to emphasize the importance of community-building on social media.

Related EMARKETER reports:

• US Mothers 2024 (EMARKETER subscription required)
• Ad Measurement Trends H2 2024 (EMARKETER subscription required)

Note: Data was provided to EMARKETER by Comscore.