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

“I think we have a tendency to think that the world revolves around us and what we want and having a hard time to live up to the standards of having/living a perfect life.”—Female, 22, WA

A new quiz app’s R-rated categories are capturing teens’ attention. FriendO is rising through the ranks of the app store, but not by following the Play Nice, PG strategy that took tbh viral. FriendO users move up their friends’ rankings boards as they answer questions about each other, proving their friendship. If someone sends the app to three friends, they unlock NSFW categories like MSFK (Marry, Sex, Friend, Kill). But people are worried that none of these categories are barred to young users. (Mashable)

TGI Fridays is adding Instagrammable milkshakes to their menu with “cascading toppings,” “suspiciously” similar to Black Tap’s infamous creations. The “Extreme” milkshakes “take dessert to the next level” with a seasonal option piled high with Christmas cookies, and a s’mores shake topped with marshmallows, Oreos, and graham cracker crumbs. If that’s not enough to get Millennials in the door of chain restaurants that they notoriously avoid, both shakes can be ordered “boozy” (a tactic we’ve seen before). (Grub Street)

Seventeen is creating an LGBTQ community for teens with their new, “social-first” platform, Here. Instagram and Facebook form the main hub of Here, along with a dedicated vertical on Seventeen itself. Launched less than a week ago, content is already popping up on social and the site. Seventeen is appealing to the Genreless Generation, and one editor said Here will be “a resource and a place for teens to express themselves.” (Fashionista)

Rising musician Tallia Storm says her Instagram paid for her debut album. Lauded by Sir Elton John and Nile Rodgers, 19-year-old Storm leveraged The Influencer Effect for her own gain: Her debut album, Teenage Tears, was entirely self-financed via her earnings as a “fashion ‘it girl’” and Instagram influencer with over 300,000 followers. As a result, she had full creative freedom and became a “part of the growing staple of acts who are not repped by a major label.” Oh, and she got to open for Sir Elton John. (PR Newswire)

Kylie Cosmetics, Kylie Jenner’s online-only beauty brand sensation, has teamed up with Topshop to drive young shoppers in-store. Brick-and-mortar is far from dead, with research from TABS Analytics showing 66% of shoppers prefer to purchase new cosmetics in-store—and brands like this one are betting on IRL retail. Kylie Cosmetics is now available at seven Topshop stores across the country for just five weeks, and they’re accruing long lines of fans to test out the coveted lip kits in person. (BuzzFeed)

“…[Rick and Morty] has our generation's sense of nihilism, fear of wasted time, humor in unpredictability, and shy optimism in human relations.”—Female, 17, TX

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