Global Market Overview: Parenting Advice

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Global Parenting Advice Market Size

After searching through several reputable sources and attempting to implement a triangulation strategy, it appears that there is insufficient information on the market size of the global parenting advice market. However, BabyCenter assists over 400 million different parents around the globe by offering them help with tracking pregnancies, providing baby development calendars, and presenting them with daily parental guides.

Helpful Findings

  • According to researchers that published their findings on Researchgate, as of June 1, 2018, there are around 4,300 free apps available in the Google Play Store that can be considered a part of the parenting category. The researchers used the following terms (18 in total) in their search for these applications: "mum, mom, mommy, mama, mother, father, dad, daddy, papa, newborn, baby, infant, kid, child, children, family, parent, and parenting."
  • As listed by Sensor Tower, some of the top grossing parenting apps in the Google Play Store in the United States are Be Closer (1 million downloads), Speech Blubs: Language Therapy (50,000 downloads), Kinedu: Baby Developmental Activities & Milestones (300,000 downloads), and BabySparks - Development Activities and Milestones (70,000 downloads).
  • BabyCenter is a global brand that is used by more than 400 million parents, and it serves as a pregnancy tracker/baby development calendar for expecting parents, offering information on health, fetal development, and pregnancy advice. In the Google Play Store, the free BabyCenter app, which transforms into a parenting guide, has been installed more than 10 million times. According to its official website, content from BabyCenter reaches about 100 million individuals each month, while its 11 websites generate over 50 million monthly visitors.
  • Feedspot compiled a list of the top parenting influencers, blogs, and websites from around the world for the year 2020, along with the number of followers they have on social media (e.g., Twitter, Facebook, Instagram). Among those listed in the article are Parents Magazine (643,300 Instagram followers, 4.7 million Twitter followers, 2.2 million Facebook fans), the Mom and Dad are Fighting podcast from Slate.com (45,900 Instagram followers, 1.8 million Twitter followers, 1.5 million Facebook fans), and Singletons from Phsycology Today (304,100 Instagram followers, 675,300 Twitter followers, 7.6 million Facebook fans).
  • As reported by USA Today, parenting coaches can be found through word of mouth, local health clinics, local hospitals, OBGYN offices, pediatrician offices, parenting groups on Facebook, and breastfeeding groups. The overall personal coaching industry in the United States, which includes parent coaching, is worth an estimated $1.9 billion, as of the year 2019.
  • As of 2018, the St. Paul’s Center for the Challenging Child's training program has certified over 500 different parent coaches.
  • A study involving individuals from 24 nations revealed that 97% of pregnant women utilize the Internet to find data for data on pregnancy, while 94% of women turn to the Internet to find supplemental details that are generally offered by health specialists. Nearly half (48.6%) of them are dissatisfied with information that is given to them by midwives and physicians.

Research Strategy:

Unfortunately, after exhaustive research through various credible sources we were unable to determine the market size of the global parenting advice market, along with its growth rate or a breakdown of the market.

Our research began by consulting reputable market and industry research entities that regularly publish detailed reports on different global and regional markets for a variety of industries/sectors. These sources included Market Watch, Research and Markets, IBIS World, Zion Market Research, Grandview Research, and the Business Research Company, among many others. We also reviewed statistical websites, such as Statista, that offer data on certain markets and industries. However, this research strategy did not yield the results we were seeking. Most of the information we came across concerned the global child/baby care market, parental control market, etc. None of them offered useful insights in regard to the global parenting advice market.

Next, we searched through various news and media sources to find articles, reports, and press releases centered on or mentioning the global parenting advice market. We explored published content from sources such as Forbes, USA Today, PR Newswire, Globe Newswire, the Los Angeles Times, the Wall Street Journal, and the Economic Times, among others. While we found some information on parenting coaches and number of downloads for parental applications, most of the data we came across did not include global revenue figures, was outdated, or focused on sectors outside of the parenting advice market.

Afterward, we searched for data points that could help us to triangulate an answer to the request. We wanted to find information related to the various subcategories that make up the global parenting advice market. This included information on revenue brought in by parenting apps, books, articles, the number of parenting coaches or revenue generated by the parenting coaching industry, etc. In addition to the sources listed above, we reviewed studies from research groups that published their findings on prominent sites like Researchgate, the Organisation for Economic Cooperation and Development (OECD), and Semantic Scholar. Although we located data on the number of parenting apps in the Google Play Store, insights on digital parenting, etc., none of the information we found could be used to estimate the market size of the global parenting advice segment.
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