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

Quote of the Day:  Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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