Global Market Overview: Parenting Advice

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Global Market Overview: Parenting Advice

The demand for parental advice in the digital sphere is high, particularly among Millennial parents (representing the largest group of new parents), and particularly among Millennial mothers. Digital sources that are science-based and which focus on behavioral issues are both trusted and in demand. Additional findings are provided below.

Demand for Parental Advice in the Digital Sphere

Related Findings

  • Millennials watch internet videos in general more than 2.5 times than traditional TV, indicating a much higher digital consumption.
  • Science-based websites (like WebMD and the Center for Disease Control) are much more trusted (82 percent) than social media (54 percent) for parental advice among Millennials.
  • Usage of parental apps varies among ethnicities with Latino parents most likely to use them (65 percent), followed by African American parents (62 percent).
Sources
Sources

Quotes
  • "In 2017 millennials make up 90% of all new parents. This generational shift is something we’re tracking very closely at Winnie — as a tech company, we’re more concerned with the future than with the past, and it’s clear that millennials are one powerful force shaping the future of parenting."
Quotes
  • "Today, 71% of millennials value the advice and insights they receive from parenting blogs, parenting websites, forums, and social networks."
Quotes
  • "The authors identified 4,300 free apps on the initial search, of which n=16 apps were included in the review. "
Quotes
  • "Toddlers are tricky — they've grown enough to have their own ideas and wants, but their bodies and emotions haven't kept pace. To help you navigate the toddler years — from tantrums to toilet training and that first toddler bed — we offer lots of great info on toddler behavior, milestones, activities, nutrition, sleep, and more, from experts and parents alike."
Quotes
  • "Small wonder, then, that so many American mothers look to professionals for a lifeboat: Read one more article, download one more app, buy one more book, take one more class, listen to one more news story, and you might just find the key to escaping the cascade of stress."
Quotes
  • "In the spring of 2018, ZERO TO THREE commissioned a national survey to explore how and where parents seek information about parenting. Explore our findings, including what topics they search for, and which sources they trust the most."