NEW GEN Z 101: Unlock & Outlast Microtrends
Nov 04 2015
Time, arguably the king of the sensationalist generational cover story, took a look at the new generation of parents in their October article, Help! My Parents Are Millennials. The piece looks at the way mobile and social are impacting childrearing, how parents are dealing with the age of information overload, and how Millennials could be reacting to the ways that they themselves were raised. Clearly more attention is being paid to Millennial parents, who are growing in number and in influence. Here at Ypulse, we’ve been keeping tabs on the next generation of caregivers for some time. Our 2014 trend New Parents on the Block declared, “The era of Millennial parenting is about to begin…and understanding how they’re approaching this new role will be vital for brands who want to attract them.”
We’re only continuing to keep tabs on Millennial parents’ behaviors and beliefs. In our most recent monthly survey, we asked parents 18-33-years-old all about their family experiences, fears, and attitudes. Here are five things we learned:
1. 21% OF MILLENNIALS 18-33-YEARS-OLD ARE PARENTS
The number of Millennial parents has increased over 6% in the last year. This is a swiftly growing group of consumers. According to our October survey, the largest number of Millennial parents are older Millennials, with 49% of 30-33-year-olds saying they are the parent or guardian of a child.
2. 40% OF MILLENNIAL PARENTS STAY HOME WITH THEIR CHILDREN DURING THE WEEK
Less than half of Millennial parents are staying at home with their children during the week. When we look at males versus females, 57% of Millennial moms say they are staying at home, while 21% of Millennial dads are stay-at-home caregivers. Though their number is smaller, stay-at-home dads shouldn’t be ignored: 83% of Millennial parents say they think advertising for parents should appeal to both mothers and fathers equally.
3. TARGET & WALMART ARE THEIR TOP STORES TO SHOP FOR KIDS
Millennial parents are turning to one-stop discount shops for their family purchases: 61% say they shop for their children at Target, and 61% say they shop at Walmart. But online retailer Amazon isn’t far behind: 56% say they shop for their kids on the site.
4. 30% THINK IT’S APPROPRIATE FOR THEIR CHILDREN TO PLAY WITH A SMARTPHONE BETWEEN 0-3-YEARS-OLD
Children and device use is a hotly debated topic, but many Millennial parents are letting their kids play with iPhones and tablet. When we asked what age they think it is appropriate for their children to play with a smartphone, 30% named an age between 0-3-years-old. It’s not just tech they’re giving their kids access to: 32% have created a social media account or FB for their kids.
5. 88% SAY THEY ARE TRYING TO AVOID BECOMING A “HELICOPTER PARENT”
They are the offspring of Boomers, who notoriously became helicopter parents. But Millennials don’t want to recreate their overprotected childhoods. The majority (88%) say they are trying to avoid becoming a helicopter parent, and 62% say “I have or will let my children play unsupervised.”
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