Explore the Parents with Kids Audience
Below you'll find more information about the Parents with Kids audience, broken down in different categories based on their digital and physical behaviors. These are 3.1 million unique devices whose actions qualify for the Parents with Kids audience.
INTERESTS
The Parents with Kids audience exhibits a variety of interests and behaviors.
As seen below, the leading interest for the Parents with Kids audience is Involved Parents.
| Interest | Composition | Index |
| Involved Parents | 66.19% | 30.70x |
| Bargain Shopping Researchers | 42.17% | 29.54x |
| Misc-Deal Seekers or Coupon Shoppers | 42.90% | 29.37x |
| Coupon Researchers | 45.19% | 28.25x |
| Food Allergies Researchers | 49.03% | 28.18x |
| Hands-On Parents | 54.68% | 26.17x |
| Mature Parents | 76.88% | 25.93x |
| Health Conscious Expecting Parents | 49.29% | 25.69x |
| Tech-Savvy Moms | 45.62% | 25.61x |
| Working Parents | 46.68% | 25.14x |
Composition Percentage:
The overlap percentage between the Parents with Kids audience and the Interest attribute.
Index: A comparison of the Parents with Kids audience to the internet population.
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APPAREL RETAILERS
The Parents with Kids audience visits and shops at a variety of apparel retail locations.
As seen below, the apparel retail location most frequented by the Parents with Kids audience is Express Outlets.
| Location | Composition | Index |
| Express Outlets | 0.00% | 1.35x |
| LL Bean | 0.01% | 1.28x |
| Eddie Bauer | 0.02% | 1.28x |
| Gymboree | 0.04% | 1.26x |
| Madewell | 0.02% | 1.19x |
| Kate Spade | 0.02% | 1.14x |
| Lane Bryant | 0.05% | 1.12x |
| Chicos | 0.05% | 1.11x |
| Uniqlo | 0.01% | 1.08x |
| Jos A. Bank Clothiers | 0.15% | 1.08x |
Composition Percentage:
The overlap percentage between the Parents with Kids audience and the Location attribute.
Index: A comparison of the Parents with Kids audience to the internet population.
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WEBSITES
The Parents with Kids audience is distinctive due to the websites they visit.
As seen below, the highest indexing website for the Parents with Kids audience is pumpstation.com.
| Website | Composition | Index |
| pumpstation.com | 1.78% | 95.15x |
| breastfeedingneeds.com | 1.27% | 92.58x |
| babyhopes.com | 1.01% | 90.14x |
| babycareadvice.com | 1.08% | 89.12x |
| homemade-baby-food-recipes.com | 2.36% | 87.46x |
| conceiveeasy.com | 1.19% | 85.02x |
| motherlove.com | 1.39% | 83.88x |
| askdrsears.com | 9.07% | 79.31x |
| breastfeeding-problems.com | 1.19% | 77.25x |
| justmommies.com | 3.99% | 76.56x |
Composition Percentage:
The overlap percentage between the Parents with Kids audience and the Web attribute.
Index: A comparison of the Parents with Kids 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 Parents with Kids audience is Parenting & Children's Activities.
| Content Affinity | Composition | Index |
| Parenting & Children's Activities | 11.03% | 26.65x |
| Coupons & Family | 15.05% | 24.45x |
| Scrapbooking & Home Art Projects | 11.09% | 24.05x |
| Mommy Bloggers | 11.95% | 23.81x |
| Homeschooling | 1.08% | 23.76x |
| Assorted Topics (Car Rental, Travel, Fashion, Blogs) | 0.30% | 23.22x |
| New Parents | 31.20% | 22.59x |
| Family on a Budget | 39.22% | 21.05x |
| Parenting Blogs | 3.42% | 20.48x |
| Toys Shopping | 10.22% | 20.31x |
Composition Percentage:
The overlap percentage between the Parents with Kids audience and the Content Affinity attribute.
Index: A comparison of the Parents with Kids audience to the internet population.
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DEMOGRAPHICS
The Parents with Kids audience resonates most for the following age bracket and gender.
Age
45-54
Gender
Female
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