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 2.1 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 | 54.24% | 56.61x |
| Parents with Kids | 55.78% | 52.69x |
| Pregnancy Resources Researchers | 56.11% | 45.05x |
| Women's Fitness Enthusiasts | 39.79% | 44.58x |
| Orlando Activities Researchers | 34.69% | 43.26x |
| Women's Fashion Magazine Readers | 41.59% | 42.99x |
| Health Conscious Expecting Parents | 58.50% | 42.55x |
| Women's Health Researchers | 38.86% | 42.54x |
| Tech-Savvy Moms | 41.10% | 42.23x |
| Custom Home Lighting Shoppers | 32.44% | 41.87x |
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 Victoria's Secret.
| Location | Composition | Index |
| Victoria's Secret | 0.02% | 1.04x |
| Carhartt | 0.10% | 1.01x |
| Maurices | 0.01% | 0.93x |
| Old Navy | 0.01% | 0.87x |
| Journeys | 0.01% | 0.82x |
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 medelabreastfeedingus.com.
| Website | Composition | Index |
| medelabreastfeedingus.com | 1.37% | 73.98x |
| mom365.com | 2.57% | 64.77x |
| marchofdimes.org | 1.37% | 62.03x |
| gentlenursery.com | 1.05% | 61.74x |
| bounty.com | 2.92% | 61.04x |
| everydayfamily.com | 1.16% | 57.26x |
| babble.com | 4.88% | 53.80x |
| parent24.com | 1.49% | 53.31x |
| exclusivepumping.com | 3.21% | 49.31x |
| healthychildren.org | 5.09% | 49.18x |
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 | 7.90% | 39.19x |
| Parenting & Children's Activities | 2.65% | 34.31x |
| Baby Names | 22.22% | 29.67x |
| Roleplay & Fantasy Games | 0.34% | 28.67x |
| Homeschooling | 0.15% | 27.55x |
| Assorted Topics (Clothing, Asian Food, Japanese Goods, Leggings) | 0.23% | 27.05x |
| Hipster Clothing | 0.11% | 26.52x |
| Memes & Comedy | 0.09% | 23.60x |
| Toys Shopping | 1.21% | 23.38x |
| Child Development | 3.29% | 23.16x |
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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