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 1.1 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 Parents with Kids.
| Interest | Composition | Index |
| Parents with Kids | 47.42% | 66.09x |
| Mature Parents | 52.74% | 55.21x |
| Health Conscious Expecting Parents | 59.26% | 51.03x |
| Pregnancy Resources Researchers | 53.05% | 50.59x |
| Baby Products Buyers | 47.57% | 47.35x |
| Tech-Savvy Moms | 25.29% | 41.19x |
| Fathers Day Celebrators | 23.63% | 40.38x |
| Women's Fitness Enthusiasts | 20.88% | 38.37x |
| Involved Parents | 30.43% | 36.57x |
| Essential Oils Enthusiasts | 0.36% | 36.57x |
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 The Childrens Place.
| Location | Composition | Index |
| The Childrens Place | 0.02% | 1.46x |
| Buckle | 0.02% | 1.44x |
| Old Navy | 0.03% | 1.44x |
| Lane Bryant | 0.02% | 1.41x |
| Victoria's Secret | 0.03% | 1.36x |
| Mens Wearhouse | 0.02% | 1.34x |
| Chicos | 0.01% | 1.24x |
| Gymboree | 0.01% | 1.23x |
| Aeropostale | 0.01% | 1.21x |
| Express | 0.01% | 1.20x |
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 pumpingmamas.com.
| Website | Composition | Index |
| pumpingmamas.com | 1.72% | 83.77x |
| babynamewizard.com | 4.61% | 83.11x |
| motherrisingbirth.com | 1.63% | 81.82x |
| magicbabynames.com | 1.62% | 79.82x |
| loveourlittles.com | 1.28% | 78.95x |
| easybabylife.com | 2.97% | 75.65x |
| pregnancyfoodchecker.com | 3.25% | 74.69x |
| coffeeandcoos.com | 1.17% | 72.92x |
| exclusivepumping.com | 5.62% | 72.51x |
| babycenter.ca | 11.24% | 72.26x |
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 | 4.45% | 62.78x |
| Parenting & Children's Activities | 0.90% | 54.91x |
| Baby Names | 19.17% | 36.39x |
| Parenting & Pregnancy Resources | 64.38% | 23.22x |
| Canada Shopping - Kitchenware | 0.37% | 22.85x |
| Canada Consumer Product Cluster | 1.45% | 22.64x |
| Numerology & Astrology | 0.35% | 21.92x |
| Assorted Topics (Television, Origami, Men's Health) | 0.86% | 19.43x |
| Beauty & Cosmetics | 0.31% | 18.10x |
| Canadian Universities | 0.13% | 17.99x |
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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