Parents Spend 1.3 Times More Time on Facebook Than Non-Parents (Study)

Mobile devices have become vital tools for parents, according to a new study by Facebook IQ.

Mobile devices have become vital tools for parents, according to a new study by Facebook IQ.

The social network’s research arm interviewed parents aged 25 through 65 of infants, toddlers, adolescents and teens in eight markets–Australia, Brazil, Canada, Germany, Mexico, Spain, U.K. and U.S.—analyzing Facebook and Instagram data with help from Ipsos MediaCT and Sound Research, and the study’s findings included:

  • Parents spend 1.3 times more time on Facebook than non-parents.
  • Millennial parents (aged 18 through 34) were 30 percent more likely than baby boomer parents (50 through 65) to use their mobile devices to make more informed purchase decisions.
  • 83 percent of parents said they have access to more information than their parents did.
  • 70 percent said they are more informed than their parents were, with that figure jumping to 76 percent for baby boomers, who gained access to the Internet and mobile devices at later stages in life.
  • More than 50 percent of parents said their child or children have more impact on purchasing decision than they did while growing up.
  • 50 percent believe they listen to their child or children more than their parents listened to them.
  • 83 percent of parents described their families as loving.
  • 77 percent said their families were happy.
  • 48 percent expressed concerns about money.
  • 39 percent said they were time-crunched.
  • 38 percent said their families are at their best when they are at their best.

Facebook IQ said in a blog post revealing the results:

Having a child changes everything, including parents’ relationship with their mobile phones. Moms’ and dads’ mobile phones have become their lifeline to managing schedules, keeping tabs on teens and sharing their kids’ key milestones. By observing behavior on Facebook, we see that parents overindex on mobile usage.

Mobile devices aren’t just about navigating the confusing waters of parenthood–they are also helping parents make more informed purchasing decisions. Equipped with their mobile devices, parents can get opinions, price comparisons and reviews before they make purchasing decisions.


With their attachment to mobile and to technology in general, parents today have greater access to more information and opinions on everything from breastfeeding to education, allowing them to validate, reinforce or question their perspectives and actions.

Having such unprecedented access to information can be a double-edged sword. On one end, technology allows parents to gather support from friends, family and other sources, while on the other, parents are also at risk of feeling more confused than confident.


There’s no right way to parent a child, but with the proliferation of parenting advice, it’s easy to feel that there’s a wrong way.

While parents are sharing more decisions with their children, they are also learning to prioritize their own needs so they can be better equipped to tend to their family. Parents are increasingly realizing that if they take care of themselves first, they’ll be able to deal with their daily responsibilities and stresses and tend to their family’s needs in a loving and energetic way.


Readers: What did you think of Facebook IQ’s findings?

FacebookIQParentsPeopleToo David Cohen is editor of Adweek's Social Pro Daily.