If A Mom Takes Time For Herself When Everyone Else Is Asleep, Does It Still Count?

SANTA MONICA, Calif., July 16, 2012 /PRNewswire/ -- mom.me, an online destination for women with advice and inspiration at every step of the journey of motherhood, today announced the paradoxical results of a national survey regarding a mom's quest for time for herself – Me Time.

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The good news:  as women balance the many responsibilities of their role as a mom, the majority (87.8%) are still carving out time for themselves on a regular basis.  But well over half (58.8%) of these women are finding that time either late at night or early in the morning, raising the question of how much sleep and other evening rituals are sacrificed in order to find time for oneself. 

"We commissioned this survey because we want to understand what women are doing when they aren't being a mom – because our editorial team is trying to speak to the woman inside the mom," explained Anne-Marie O'Neill, editorial director at mom.me.  "While it is great to know that so many women are making time for themselves, by digging deeper we find that it is mostly at a time of the day when you can't leave the house and your girlfriends are asleep."

Taking Me Time late at night can also suggest going out, but of those polled, very few (3.8%) actually did.  Additional results reveal that most women are spending their Me Time alone (81.4%), with about a third (30.8%) reading a book, and others watching TV (19.2%) or spending time online (11.8%). 

"We can extrapolate that moms could be cutting into their much-needed rest in order to carve out Me Time.  We hope that this survey can help instigate a conversation among moms about whether our assumption is true, and if so, how to change it," said Gail Berman, co-owner and founding partner of BermanBraun, the parent company of mom.me.  "We built into mom.me a feature called 'Ask Other Moms' and hope to leverage this as well as our community on Facebook to drive this discussion."

To activate a community discussion, the mom.me editorial team has created two new Ask Other Moms forums:

As a mom, how and when do you find time for yourself?
Are you giving up sleep to have time for yourself? 

In addition to the forums, mom.me is launching a sweepstakes tonight at 10pm ET.  Tailored to help improve those late night Me Time sessions, the prizes include ways to help carve out Me Time at a time of day that allows for spa treatments, shopping and date night. 

About mom.me

On a mom's first visit to mom.me, she is invited to give the ages of her children.  With that information, mom.me automatically tailors a homepage just for her.  The articles, video and community she experiences will be mapped to both the mom's stage in life and the life stages of her children.  Both informative and entertaining, the experience on mom.me includes original content created by editors and contributors and viewed specifically through the mom lens.

Regular mom.me features include:

• Taming Kidzilla: Tips on handling stubborn toddler behavior.
• Beauty and the Bump: Beauty advice and safe products for a gorgeous, healthy, pregnancy.
• My Mom Uniform: A look at every day, go-to outfits for moms with tips on how to get the look.

Survey Methodology

The study was conducted online among 1,250 mothers across the U.S. to better understand the perceptions and desires surrounding a mom's need to carve out her own Me Time.  The moms who participated in the survey represented moms with kids across all age groups – Baby, Toddler, Little Kid, Tween, Teen and Adult/Empty Nester.  The survey was hosted by global research company Lab42.

About Lab42

Lab42 was founded in August 2010 by a team of entrepreneurs who saw the need for change in market research. The available options were too expensive, too slow, too inaccurate, or all of the above, so in true entrepreneurial spirit, they founded their own market research company. Lab42 has since expanded to become a new kind of market research firm with a wide variety of options; from self-service to full-service, survey writing, client consultations, infographic creation, and more. We are proud to offer high-quality service to our esteemed clients. Visit us at http://www.lab42.com

About BermanBraun

BermanBraun is an independent media company with three divisions - television, feature film and digital - which create and exploit entertainment content and advertising solutions across all platforms throughout the world.  The Santa Monica, CA based company, founded by principals Gail Berman and Lloyd Braun in 2007, has established strategic global alliances with a number of media companies throughout the industry, including NBC Universal Television, AOL, YouTube, Starcom Mediavest and Microsoft. 

BermanBraun's digital division has created and operates some of the most popular properties online. They include the celebrity news site WONDERWALL, which BermanBraun launched in partnership with Microsoft in February 2009. The site is the primary celebrity destination on the MSN network, and currently ranks first in engagement among all competitive sites in entertainment news. The site averages more than 15 million unique users per month.

In April 2010, BermanBraun launched GLO -- a site created in partnership with MSN and Hearst. GLO features an innovative design that creates a unique "digital magazine" experience for women seeking style, beauty and lifestyle content. GLO averages over 5 million monthly uniques and currently ranks first in engagement among competitive sites in its fashion/beauty category.  BermanBraun recently launched the sites MANDATORY, PAWNATION, and SKYE with AOL.  BermanBraun also created and operates the sites WONDERWALL LATINO and POWERWALL. In May 2012, BermanBraun launched mom.me, an online destination for women with advice and inspiration at every step of the journey of motherhood. In April 2012, BermanBraun and Rodale Inc. launched "3V," a YouTube channel featuring original fitness and healthy living video programming. They are launching their second YouTube channel "Tasted," featuring original food and recipe content. Their third channel is expected to launch later this year.

BermanBraun recently acquired Whiskey Media, CNET Founder Shelby Bonnie's media and technology company based in San Francisco, that has created a next generation publishing, data and social tools platform.  BermanBraun recently launched its first site built on the Whiskey platform – TESTED WITH JAMIE AND ADAM.  Jamie Hyneman and Adam Savage are the stars of the hit television show MYTHBUSTERS on Discovery Channel, and have a strategic alliance with BermanBraun to create television and digital content and brands.

In television, BermanBraun is producing the new series INFAMOUS (midseason on NBC), the series ALPHAS (currently airing on SyFy); UNCHAINED REACTION; JUNK GYPSIES (currently airing on HGTV); POLYAMORY (to air in summer 2012 on Showtime) and two additional new series to be produced with MythBusters stars Jamie Hyneman and Adam Savage for Discovery Channel.  BermanBraun is also producing the pilot REWIND for SyFy.

For further information on BermanBraun please go to bermanbraun.com.

SOURCE mom.me