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 4 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 Mature Parents.
| Interest | Composition | Index |
| Mature Parents | 57.60% | 48.35x |
| Parents with Kids | 59.31% | 44.97x |
| Health Conscious Expecting Parents | 61.27% | 42.90x |
| Pregnancy Resources Researchers | 61.54% | 41.28x |
| Women's Fitness Enthusiasts | 44.52% | 36.99x |
| Orlando Activities Researchers | 39.57% | 35.52x |
| Women's Fashion Magazine Readers | 43.90% | 35.43x |
| Tech-Savvy Moms | 44.81% | 35.33x |
| Women's Health Researchers | 44.05% | 35.26x |
| Food Allergies Researchers | 46.00% | 34.32x |
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 Bonobos.
| Location | Composition | Index |
| Bonobos | 0.01% | 1.35x |
| Tommy Bahama | 0.01% | 1.19x |
| The North Face | 0.01% | 1.16x |
| Lululemon | 0.03% | 1.15x |
| Uniqlo | 0.01% | 1.13x |
| Chicos | 0.03% | 1.09x |
| Free People | 0.02% | 1.09x |
| Lane Bryant | 0.03% | 1.07x |
| Urban Outfitters | 0.02% | 1.07x |
| Jos A. Bank Clothiers | 0.03% | 1.07x |
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 fitpregnancy.com.
| Website | Composition | Index |
| fitpregnancy.com | 4.91% | 67.26x |
| pregnancy-info.net | 3.04% | 66.54x |
| firstresponse.com | 2.11% | 62.27x |
| countdowntopregnancy.com | 1.20% | 61.35x |
| easybabylife.com | 2.86% | 57.69x |
| thepumpingmommy.com | 1.14% | 57.05x |
| justmommies.com | 1.19% | 53.30x |
| motherrisingbirth.com | 2.54% | 53.01x |
| homemade-baby-food-recipes.com | 1.10% | 52.91x |
| checkpregnancy.com | 2.07% | 51.66x |
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 | 4.64% | 25.84x |
| New Parents | 18.81% | 24.58x |
| Baby Names | 25.73% | 20.92x |
| Pet Forums | 4.00% | 20.34x |
| Reproductive Health | 2.63% | 20.16x |
| Parenting & Pregnancy Resources | 59.52% | 18.93x |
| Homeschooling | 0.48% | 18.38x |
| Travel, Food, Fashion & Fitness | 3.04% | 17.73x |
| Assorted Topics (Television, Origami, Men's Health) | 0.97% | 17.71x |
| Assorted Topics (Web Hosting, Fiction Storytelling, Research) | 0.12% | 17.63x |
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
25-34
Gender
Female
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