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 4.6 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 | 59.16% | 38.56x |
| Parents with Kids | 60.88% | 36.36x |
| Health Conscious Expecting Parents | 58.89% | 35.53x |
| Pregnancy Resources Researchers | 59.22% | 34.77x |
| Women's Fitness Enthusiasts | 42.90% | 30.00x |
| Baby Products Buyers | 50.47% | 29.50x |
| Women's Fashion Magazine Readers | 42.96% | 29.29x |
| Women's Health Researchers | 42.05% | 28.90x |
| Orlando Activities Researchers | 40.45% | 28.26x |
| Tech-Savvy Moms | 45.72% | 28.03x |
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 Bonobos.
| Location | Composition | Index |
| Bonobos | 0.01% | 1.49x |
| Express Outlets | 0.01% | 1.38x |
| Madewell | 0.02% | 1.22x |
| Dressbarn | 0.03% | 1.20x |
| Uniqlo | 0.01% | 1.13x |
| Tommy Bahama | 0.01% | 1.12x |
| Jos A. Bank Clothiers | 0.04% | 1.10x |
| American Apparel | 0.02% | 1.10x |
| Carhartt | 0.30% | 1.08x |
| The North Face | 0.01% | 1.06x |
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 | 3.45% | 48.14x |
| pregnancy-info.net | 2.15% | 47.62x |
| firstresponse.com | 1.48% | 45.04x |
| easybabylife.com | 2.27% | 40.25x |
| magicbabynames.com | 2.24% | 38.45x |
| lamaze.org | 1.14% | 38.37x |
| llli.org | 3.50% | 38.17x |
| bounty.com | 7.85% | 37.49x |
| checkpregnancy.com | 1.55% | 37.39x |
| medelabreastfeedingus.com | 5.52% | 37.29x |
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 | 4.42% | 23.53x |
| New Parents | 17.87% | 22.91x |
| Baby Names | 26.38% | 18.85x |
| Reproductive Health | 2.29% | 17.60x |
| Pet Forums | 3.76% | 17.58x |
| Homeschooling | 0.47% | 16.96x |
| Parenting & Pregnancy Resources | 60.39% | 16.62x |
| Assorted Topics (Web Hosting, Fiction Storytelling, Research) | 0.10% | 15.61x |
| Travel, Food, Fashion & Fitness | 2.90% | 15.44x |
| Assorted Topics (Television, Origami, Men's Health) | 1.36% | 15.15x |
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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