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 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 | 56.23% | 79.13x |
| Health Conscious Expecting Parents | 64.16% | 70.23x |
| Pregnancy Resources Researchers | 65.71% | 68.99x |
| Parents with Kids | 57.85% | 68.70x |
| Baby Products Buyers | 53.83% | 60.38x |
| Child Car Seat Researchers | 44.17% | 51.79x |
| Food Allergies Researchers | 40.08% | 48.81x |
| Fertility Treatment Researchers | 43.79% | 47.95x |
| Tech-Savvy Moms | 37.41% | 47.55x |
| Involved Parents | 41.01% | 46.43x |
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 Supreme.
| Location | Composition | Index |
| Supreme | 0.02% | 1.55x |
| Bonobos | 0.10% | 1.42x |
| Jos A. Bank Clothiers | 0.39% | 1.33x |
| Mens Wearhouse | 0.64% | 1.32x |
| White House Black Market | 0.34% | 1.24x |
| Buckle | 0.26% | 1.21x |
| Lululemon | 0.06% | 1.16x |
| Club Monaco | 0.02% | 1.08x |
| REI | 0.02% | 1.06x |
| Urban Outfitters | 0.06% | 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 pumpstation.com.
| Website | Composition | Index |
| pumpstation.com | 1.63% | 63.95x |
| breastfeedingneeds.com | 1.27% | 62.80x |
| motherlove.com | 1.09% | 62.37x |
| fitpregnancy.com | 12.33% | 61.01x |
| pregnancy-info.net | 7.46% | 60.21x |
| babycareadvice.com | 1.09% | 59.88x |
| countdowntopregnancy.com | 2.26% | 57.06x |
| fertilityauthority.com | 1.26% | 55.59x |
| firstresponse.com | 5.12% | 54.34x |
| easybabylife.com | 5.25% | 53.76x |
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 | 11.17% | 39.82x |
| New Parents | 35.06% | 30.76x |
| Baby Names | 34.10% | 24.71x |
| Assorted Topics (Television, Origami, Men's Health) | 0.28% | 23.76x |
| Pet Forums | 6.45% | 23.45x |
| Reproductive Health | 6.55% | 22.66x |
| Homeschooling | 0.80% | 22.41x |
| Toys Shopping | 7.25% | 21.67x |
| Parenting & Pregnancy Resources | 78.61% | 21.40x |
| Child Development | 17.41% | 21.01x |
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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