Explore the New & Expecting Parents Audience
Below you'll find more information about the New & Expecting Parents audience, broken down in different categories based on their digital and physical behaviors. These are 6.1 million unique devices whose actions qualify for the New & Expecting Parents audience.
INTERESTS
The New & Expecting Parents audience exhibits a variety of interests and behaviors.
As seen below, the leading interest for the New & Expecting Parents audience is Health Conscious Expecting Parents.
| Interest | Composition | Index |
| Health Conscious Expecting Parents | 43.33% | 24.43x |
| Pregnancy Resources Researchers | 41.96% | 23.92x |
| Parents with Kids | 36.74% | 22.78x |
| Mature Parents | 53.81% | 20.11x |
| Women's Fitness Enthusiasts | 24.71% | 19.86x |
| Women's Fashion Magazine Readers | 24.05% | 19.34x |
| Food Allergies Researchers | 28.72% | 18.80x |
| Trendy Shoe Shoppers | 28.29% | 18.45x |
| Tech-Savvy Moms | 29.08% | 18.25x |
| Hair Care Shoppers | 22.63% | 18.03x |
Composition Percentage:
The overlap percentage between the New & Expecting Parents audience and the Interest attribute.
Index: A comparison of the New & Expecting Parents audience to the internet population.
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APPAREL RETAILERS
The New & Expecting Parents audience visits and shops at a variety of apparel retail locations.
As seen below, the apparel retail location most frequented by the New & Expecting Parents audience is Madewell.
| Location | Composition | Index |
| Madewell | 0.03% | 1.33x |
| Gymboree | 0.04% | 1.28x |
| Ann Taylor | 0.03% | 1.24x |
| Free People | 0.03% | 1.23x |
| Banana Republic | 0.05% | 1.20x |
| Chicos | 0.05% | 1.20x |
| American Apparel | 0.04% | 1.18x |
| Levi Strauss | 0.01% | 1.18x |
| Eddie Bauer | 0.02% | 1.18x |
| Kate Spade | 0.02% | 1.17x |
Composition Percentage:
The overlap percentage between the New & Expecting Parents audience and the Location attribute.
Index: A comparison of the New & Expecting Parents audience to the internet population.
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WEBSITES
The New & Expecting Parents audience is distinctive due to the websites they visit.
As seen below, the highest indexing website for the New & Expecting Parents audience is pumpstation.com.
| Website | Composition | Index |
| pumpstation.com | 1.03% | 54.05x |
| countdowntopregnancy.com | 1.30% | 50.79x |
| fitpregnancy.com | 10.83% | 50.39x |
| babycenter.ca | 1.18% | 47.17x |
| justmommies.com | 2.51% | 47.10x |
| homemade-baby-food-recipes.com | 1.29% | 46.90x |
| pregnancy-info.net | 6.31% | 46.10x |
| easybabylife.com | 3.46% | 46.07x |
| fertilityauthority.com | 1.20% | 45.96x |
| motherrisingbirth.com | 2.98% | 45.58x |
Composition Percentage:
The overlap percentage between the New & Expecting Parents audience and the Web attribute.
Index: A comparison of the New & Expecting Parents audience to the internet population.
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CONTENT AFFINITIES
Content Affinities are Dstillery's proprietary way of categorizing the internet.
As seen below, the most visited Content Affinity for the New & Expecting Parents audience is Parenting & Children's Activities.
| Content Affinity | Composition | Index |
| Parenting & Children's Activities | 6.71% | 16.89x |
| New Parents | 20.18% | 15.15x |
| Baby Names | 18.31% | 14.61x |
| Pet Forums | 3.11% | 14.20x |
| Parenting & Pregnancy Resources | 53.65% | 13.84x |
| Assorted Topics (Television, Origami, Men's Health) | 0.22% | 12.70x |
| Homeschooling | 0.54% | 12.25x |
| Reproductive Health | 5.44% | 11.91x |
| Toys Shopping | 5.62% | 11.78x |
| Travel, Food, Fashion & Fitness | 2.76% | 11.77x |
Composition Percentage:
The overlap percentage between the New & Expecting Parents audience and the Content Affinity attribute.
Index: A comparison of the New & Expecting Parents audience to the internet population.
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DEMOGRAPHICS
The New & Expecting Parents audience resonates most for the following age bracket and gender.
Age
35-44
Gender
Female
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