Digital Marketing Researches & Reports

Marketing to Millennial Parents: How They’re Redefining Parenting for Their Generation, 2017 | Think With Google

Consumer Behavior | Global

Millennial parents take on a more intimate, less hierarchical role with their children than parents of previous generations. About 8 out of 10 Millennial parents agree that their child is one of their best friends as they want an open, honest dialogue with their children, and 74% of millennial parents involve their children in household decisions.

The new media has changed the stereotypes of the Millennial parents, as Millennial dads are taking active roles as moms.

What makes millennial parents different, & what those differences mean for brands that are trying to make contact ” The following info. answers to this question:

  • On YouTube, dads are more likely than moms to look for parenting guidance and to use YouTube to connect with their children. So keep in mind as a marketer that you’re talking to dads also not only to mom.
  • 65% of Millennial parents said that they watch YouTube share parts of their own childhood with their child. Millennial parents watch YouTube as a way of starting candid conversations with their children.
  • Millennial parents use YouTube to tune into what their kids watch and love so ads and content can be a catalyst for parents and children real conversations, which opens up opportunities for brands to play a role.
  • 91% of Millennial parents said that they have watched videos on YouTube to stay on top of general and pop culture news.
  • Millennial parents using YouTube to get guidance about everything from parenting to products. And also 72% of Millennial parents said that they use YouTube as parents to make better purchases for their children.


Marketing to Millennial Parents How They're Redefining Parenting for Their Generation, Q3-2017 Think With Google

A Figure Shows The Millennial Dads’ Attitudes & Behaviours.

Think With Google

Think With Google is the Google's source for insights, trends and research in digital media and marketing. It provides marketing leaders with creative inspiration, industry intelligence and best practices. On Think With Google platform, marketers will find the data, trends along with forward-looking perspectives and behind-the-scenes looks at digital campaigns—across industries, platforms, and audiences.

    Subscribe for our newsletter!