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 3.2 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 | 58.11% | 45.69x |
| Parents with Kids | 58.65% | 43.03x |
| Pregnancy Resources Researchers | 60.41% | 39.49x |
| Health Conscious Expecting Parents | 60.80% | 37.92x |
| Baby Products Buyers | 50.73% | 34.48x |
| Women's Fitness Enthusiasts | 40.32% | 34.32x |
| Tech-Savvy Moms | 40.97% | 33.80x |
| Women's Fashion Magazine Readers | 41.28% | 33.24x |
| Women's Health Researchers | 39.19% | 33.21x |
| Orlando Activities Researchers | 38.81% | 32.93x |
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 Old Navy.
| Location | Composition | Index |
| Old Navy | 0.02% | 1.42x |
| Lane Bryant | 0.01% | 1.40x |
| Victoria's Secret | 0.01% | 1.24x |
| Maurices | 0.01% | 1.09x |
| Carhartt | 0.14% | 1.04x |
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 fitpregnancy.com.
| Website | Composition | Index |
| fitpregnancy.com | 1.85% | 59.67x |
| pregnancy-info.net | 1.43% | 58.95x |
| llli.org | 2.79% | 54.53x |
| magicbabynames.com | 1.52% | 54.16x |
| medelabreastfeedingus.com | 4.15% | 53.28x |
| aeroflowbreastpumps.com | 2.08% | 52.30x |
| bounty.com | 6.12% | 47.88x |
| preeclampsia.org | 1.12% | 47.85x |
| similac.com | 2.09% | 46.38x |
| marchofdimes.org | 4.26% | 44.80x |
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 | 15.35% | 30.42x |
| Parenting & Children's Activities | 4.48% | 29.16x |
| Assorted Topics (Web Hosting, Fiction Storytelling, Research) | 0.09% | 26.36x |
| Baby Names | 29.26% | 23.68x |
| Reproductive Health | 1.19% | 21.19x |
| Roleplay & Fantasy Games | 0.60% | 20.19x |
| Child Development | 7.85% | 20.17x |
| Toys Shopping | 2.19% | 19.62x |
| Homeschooling | 0.37% | 19.30x |
| Cheerleading | 0.58% | 18.79x |
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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