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: “I think we’re already seeing alcohol lose its health halo. Next, the assumption that alcohol is essential to a good, sophisticated life will fade.”—Joy Manning, Deputy Editor, Edible Communities (Medium)

“The doofus dad” TV stereotype is being remade for role-resisting Millennial parents. Inept at care-taking and almost everything else, the tired stereotype is saying its last “D’Oh!” as The Simpson’s Homer Simpson and Peppa Pig’s Daddy Pig get replaced with a new wave of capable fathers like Bluey’s Bandit. The switch could have a real impact on the way kids understand family life, with one research fellow explaining, “The media reflects reality and also constructs reality.” (SMH)

Apple's new subscription gaming service Arcade will cannibalize its own App Store downloads—and that’s a good thing. Downloads in the App Store are on the decline, despite mobile gaming maintaining popularity and raking in revenue. If Apple can turn Arcade into young gamers’ go-to for mobile play, they’ll be poised for success that could outstrip even Apple TV and Apple Music. (The Motley Fool)

Gen Z music artists are “post-genre.” Mixing several influences into one song has become a way for rising artists to set themselves apart, and thanks to self-upload services like SoundCloud, they don’t need music industry exec’s approval. Meanwhile, the Genreless Generation can curate blended playlists via Spotify to fit moods and occasions rather than “rock” or “pop” and are streaming has also globalized their content consumption, so U.S. genres are no longer a limit. (Vice)

Carl’s Jr. has a CBD-infused burger that costs exactly $4.20. The chain restaurant is giving fast food a Cannabis Infusion, but only at one Denver, Colorado location, and only for one day. The Rocky Mountain High Cheese Burger Delight packs 5 mg of the chemical that won’t get you high. CBD is the trendy ingredient du jour, with 57% of 18-36-year-olds telling us they’re interested in trying it, and the chemical has made its way into everything from lotion to La Croix-like beverages. (LAT)

Axe is challenging masculinity with “bathsculinity.” The brand has been blurring gender lines for the Genreless Generation for years now, and their latest series of YouTube spots is showing that men can take baths, too. They’ve enlisted comedian Lil Rel Howery, who takes bubble baths surrounded by candles in the humorous videos. And they couldn’t be more on-trend: bath time is seeing a surge as a salve for Millennial anxiety. (Marketing Dive)

Quote of the Day: “I think for a cohesive strategy and for really helping to build awareness as well as grow the market size for new things, there's definitely digital and social media. But also, there has to be this in-real-life element.”—Alicia Yoon, Founder, Peach & Lily (YPulse)

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