2015 State of Modern Motherhood: IAB and BabyCenter Study

Most new moms are Millennials: the average age of a first time mom in the US is 25.8, and worldwide, 8 in 10 births are to millennials– over 100 million globally each year. Given that millennial moms are still millennials, it's no surprise that mobile plays a starring role in their media lives, both before and especially after they become moms.

To create an international snapshot of mobile, media, and motherhood, BabyCenter and the IAB collaborated on this report, which compares and contrasts the technology habits and media behaviors of online moms ages 18 to 32 in the US, Brazil, Canada, China and the UK – revealing the importance for brands to focus on mobile to reach the coveted demographic of millennial moms around the world.

Download the full report here.