This year, US mothers are checking Facebook more times each day than they did in prior years, Edison Research found. In fact, they’re checking the social media site an average of 10.1 times daily.
The average number of times US mother Facebook users check the site per day has more than doubled since 2012. Indeed in 2012, this demographic checked Facebook an average of 4.7 times per day. Fast-forward two years, and US mothers checked the social media site an average of 6.3 times per day. In 2016, respondents said they checked Facebook an average of 10.1 times per day.
There was a change in methodology over the period that could affect some—but not all—of the increase. Between 2012 and 2014, the mothers included in the research were considered Facebook users if they simply had a profile page. In 2015 and 2016, however, Edison Research included only those mothers who had actually used Facebook in the past month, which would eliminate from the pool any mothers who never checked the site, dragging down the average. Still, there was a substantial uptick in the frequency of Facebook usage just between 2015 and 2016. Read the rest at eMarketer.