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 3.1 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 Mature Parents.
| Interest | Composition | Index |
| Mature Parents | 51.15% | 50.53x |
| Parents with Kids | 55.46% | 47.45x |
| Health Conscious Expecting Parents | 54.44% | 38.48x |
| Pregnancy Resources Researchers | 52.79% | 38.27x |
| Tech-Savvy Moms | 38.36% | 37.96x |
| Women's Fitness Enthusiasts | 36.43% | 36.52x |
| Orlando Activities Researchers | 31.82% | 36.52x |
| Baby Products Buyers | 49.22% | 36.20x |
| Women's Fashion Magazine Readers | 37.12% | 35.87x |
| Home Custom Bedroom Decorators | 28.55% | 35.12x |
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 Gap.
| Location | Composition | Index |
| Gap | 0.02% | 1.37x |
| Old Navy | 0.04% | 1.31x |
| LOFT | 0.02% | 1.22x |
| Chicos | 0.02% | 1.19x |
| H&M | 0.01% | 1.18x |
| Zumiez | 0.02% | 1.16x |
| Aeropostale | 0.02% | 1.13x |
| Victoria's Secret | 0.03% | 1.13x |
| Buckle | 0.02% | 1.10x |
| American Eagle Outfitters | 0.02% | 1.08x |
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 mom365.com.
| Website | Composition | Index |
| mom365.com | 1.13% | 51.02x |
| babble.com | 2.30% | 47.29x |
| nestedbean.com | 2.36% | 46.57x |
| babysleepmadesimple.com | 1.41% | 45.33x |
| healthychildren.org | 2.70% | 44.57x |
| gracobaby.com | 1.81% | 44.46x |
| pumpingmamas.com | 1.27% | 42.62x |
| kindredbravely.com | 1.75% | 42.61x |
| kidshealth.org | 5.65% | 42.59x |
| childhood.com | 1.11% | 41.15x |
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 New Parents.
| Content Affinity | Composition | Index |
| New Parents | 5.87% | 38.79x |
| Parenting & Children's Activities | 2.09% | 36.26x |
| Assorted Topics (Clothing, Asian Food, Japanese Goods, Leggings) | 0.12% | 31.77x |
| Baby Names | 21.75% | 27.79x |
| Roleplay & Fantasy Games | 0.19% | 25.15x |
| Toys Shopping | 0.65% | 21.63x |
| London Tourism & Events | 0.06% | 21.56x |
| Canada Shopping - General Commerce | 0.47% | 20.60x |
| Hair & Beauty | 0.13% | 20.43x |
| Child Development | 1.87% | 20.38x |
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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