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 1.6 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 | 44.96% | 61.93x |
| Parents with Kids | 50.19% | 57.05x |
| Pregnancy Resources Researchers | 52.10% | 45.36x |
| Health Conscious Expecting Parents | 56.15% | 44.64x |
| Baby Products Buyers | 47.98% | 41.94x |
| Tech-Savvy Moms | 32.64% | 40.52x |
| Women's Fitness Enthusiasts | 28.82% | 40.35x |
| Women's Fashion Magazine Readers | 30.92% | 38.77x |
| Orlando Activities Researchers | 20.85% | 37.41x |
| Involved Parents | 35.58% | 37.35x |
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 LOFT.
| Location | Composition | Index |
| LOFT | 0.03% | 1.43x |
| Coach | 0.01% | 1.38x |
| Hollister | 0.02% | 1.33x |
| J. Crew | 0.02% | 1.31x |
| The Childrens Place | 0.04% | 1.31x |
| Belk | 0.01% | 1.30x |
| Mens Wearhouse | 0.04% | 1.26x |
| Zumiez | 0.02% | 1.26x |
| Buckle | 0.03% | 1.24x |
| Jos A. Bank Clothiers | 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 nestedbean.com.
| Website | Composition | Index |
| nestedbean.com | 1.25% | 88.43x |
| pumpingmamas.com | 1.47% | 78.29x |
| motherrisingbirth.com | 1.69% | 72.98x |
| madeformums.com | 6.35% | 70.63x |
| exclusivepumping.com | 5.04% | 70.18x |
| easybabylife.com | 2.30% | 69.83x |
| avawomen.com | 2.09% | 69.71x |
| babycenter.ca | 9.51% | 69.55x |
| pregnancyfoodchecker.com | 2.63% | 69.10x |
| loveourlittles.com | 1.40% | 67.02x |
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 | 4.13% | 45.64x |
| Parenting & Children's Activities | 1.17% | 44.14x |
| Baby Names | 18.76% | 33.74x |
| Toys Shopping | 0.21% | 25.75x |
| Roleplay & Fantasy Games | 0.10% | 24.82x |
| Parenting Blogs | 1.01% | 23.78x |
| Jokes & Riddles | 0.10% | 23.67x |
| Canada Shopping - Kitchenware | 0.43% | 23.26x |
| Foreign Language Education | 0.26% | 21.51x |
| Parenting & Pregnancy Resources | 57.92% | 21.04x |
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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