5 New Stats on Millennial Parents

The new parents on the block are continuing to grow in number, and we recently surveyed Millennial parents to find out more about their behavior and beliefs...

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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The Newsfeed

“It[‘s] only about the music for me, nothing else dictates what I listen to, I either like it or I don't.”—Male, 28, WA

A new app is getting teens’ attention as it rises through the ranks of the new social apps to know, even surpassing Houseparty’s popularity—but the catch is it’s “piggyback[ing]” on Snapchat. Polly allows users to create anonymous surveys that they can send on Snapchat (there's that anonymity allure again), meaning many users may not have actually downloaded the Polly app, so they “could slip away if friends stop posting questions.” For now though, the app amassed 20 million users and 100 million answers last month, proving it’s one to keep an eye on. (TechCrunch)

Designers are taking to social media to “shame” the retailers ripping off their work. When Zoila Darton spotted a Forever 21 shirt eerily similar to the one she helped create to benefit Planned Parenthood, she posted a tweet to let the brand know their copycat didn’t go unnoticed—and quickly gained attention from fashion editors and others. This isn’t the first time pieces have been copied by Forever 21, but designers have a hard time taking legal recourse against the powerful company. Instead, social media posts are often their best bet. (NYTimes)

BeautyCon is continuing to take “Sephora and Coachella and smash it into one thing” to appeal to young consumers. At the latest L.A. event, 20,000 beauty fans came to meet their influencer idols and try out the latest makeup trends, surrounded by empowering slogans and messages—true to the brand’s idea that “beauty can be something beyond a concealer culture.” Of course, brands were there “to win over the new generation”—ChapStick Duo offered cotton candy while Rimmel London’s “slayground” gave attendees a chance to set down their makeup and enjoy a jungle gym and swing set.
(The New Yorker)

It turns out saving money might not be cord cutters’ top reason for switching to streaming. Instead, a recent Magid Associates survey found that “the attractions” of SVOD programming (aka their content) is their top reason for making the move, followed by the overall decline of TV-viewing among 18-24-year-olds. Cable companies are trying to reel The Post-TV Gen back in by offering lower-cost cable bundles (so-called “skinny bundles”), but stepping up their shows might be a better first step to reversing the “accelerating” trend of cutting the cord. (TheStreet)

Pokémon is reaching out to a new generation of trainers with its first app for preschool-aged kids. Pokémon Playhouse follows in the wake of the massively successful augmented reality app, Pokémon Go (which was so popular that we put together an entire infographic on it) but won’t be AR-based. Instead, Playhouse will tap into the collectibles trend by featuring favorite characters like Pikachu for kids to collect by completing activities. There will also be puzzles and more in the app’s “interactive park.” (Kidscreen)

“I'm literally listening to music any time it is socially acceptable.”—Female, 28, MN

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