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 2.8 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 | 58.69% | 38.56x |
| Parents with Kids | 62.45% | 35.33x |
| Pregnancy Resources Researchers | 57.83% | 32.22x |
| Health Conscious Expecting Parents | 60.01% | 31.34x |
| Orlando Activities Researchers | 42.98% | 29.64x |
| Women's Fashion Magazine Readers | 46.60% | 29.48x |
| Women's Fitness Enthusiasts | 48.06% | 29.08x |
| Tech-Savvy Moms | 47.03% | 28.95x |
| Home Custom Bedroom Decorators | 40.34% | 28.65x |
| Custom Home Lighting Shoppers | 40.33% | 28.65x |
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 Gymboree.
| Location | Composition | Index |
| Gymboree | 0.01% | 1.85x |
| Zumiez | 0.01% | 1.51x |
| Banana Republic | 0.01% | 1.40x |
| American Eagle Outfitters | 0.01% | 1.39x |
| The Childrens Place | 0.02% | 1.36x |
| Aeropostale | 0.01% | 1.34x |
| Dressbarn | 0.01% | 1.32x |
| Lane Bryant | 0.01% | 1.30x |
| Journeys | 0.02% | 1.28x |
| Old Navy | 0.02% | 1.24x |
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 llli.org.
| Website | Composition | Index |
| llli.org | 1.55% | 53.07x |
| medelabreastfeedingus.com | 2.22% | 52.09x |
| aeroflowbreastpumps.com | 1.11% | 51.56x |
| similac.com | 1.10% | 46.23x |
| bounty.com | 3.88% | 45.45x |
| mom365.com | 3.72% | 44.80x |
| marchofdimes.org | 2.24% | 44.46x |
| babycenter.ca | 5.77% | 42.89x |
| exclusivepumping.com | 3.34% | 41.92x |
| gentlenursery.com | 1.49% | 40.25x |
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 | 10.16% | 24.89x |
| Parenting & Children's Activities | 3.49% | 22.68x |
| Teaching Abroad | 0.05% | 21.54x |
| Baby Names | 23.19% | 19.91x |
| Toys Shopping | 1.45% | 17.53x |
| Homeschooling | 0.19% | 16.89x |
| Child Development | 4.82% | 16.83x |
| Reproductive Health | 0.57% | 16.73x |
| Assorted Topics (Retail Products, Food Service, Package Delivery) | 0.03% | 16.73x |
| Roleplay & Fantasy Games | 0.36% | 16.71x |
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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