Explore the Working Parents Audience
Below you'll find more information about the Working Parents audience, broken down in different categories based on their digital and physical behaviors. These are 2.9 million unique devices whose actions qualify for the Working Parents audience.
INTERESTS
The Working Parents audience exhibits a variety of interests and behaviors.
As seen below, the leading interest for the Working Parents audience is Home Kitchen Chefs.
| Interest | Composition | Index |
| Home Kitchen Chefs | 41.00% | 25.24x |
| Bargain Shopping Researchers | 35.58% | 24.98x |
| Cook at Home Parents | 43.23% | 24.76x |
| Parents with Kids | 41.96% | 24.69x |
| Healthy Snacks Shoppers | 42.70% | 24.43x |
| Coupon Researchers | 40.12% | 24.19x |
| Gourmet Food & Wine Researchers | 38.60% | 23.52x |
| Cooking Show Fans | 36.68% | 22.62x |
| Recipe Researchers | 39.81% | 22.31x |
| Misc-Deal Seekers or Coupon Shoppers | 32.71% | 21.92x |
Composition Percentage:
The overlap percentage between the Working Parents audience and the Interest attribute.
Index: A comparison of the Working Parents audience to the internet population.
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APPAREL RETAILERS
The Working Parents audience visits and shops at a variety of apparel retail locations.
As seen below, the apparel retail location most frequented by the Working Parents audience is Columbia.
| Location | Composition | Index |
| Columbia | 0.01% | 1.17x |
| Carhartt | 0.17% | 1.10x |
| Belk | 0.01% | 1.08x |
| Old Navy | 0.04% | 0.95x |
| Dressbarn | 0.03% | 0.91x |
| Aeropostale | 0.02% | 0.87x |
| The North Face | 0.01% | 0.86x |
| Kate Spade | 0.01% | 0.86x |
| American Eagle Outfitters | 0.03% | 0.85x |
| Chicos | 0.03% | 0.84x |
Composition Percentage:
The overlap percentage between the Working Parents audience and the Location attribute.
Index: A comparison of the Working Parents audience to the internet population.
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WEBSITES
The Working Parents audience is distinctive due to the websites they visit.
As seen below, the highest indexing website for the Working Parents audience is familyfreshmeals.com.
| Website | Composition | Index |
| familyfreshmeals.com | 42.03% | 98.86x |
| childcarecenter.us | 20.30% | 94.25x |
| feedingmykid.com | 0.15% | 85.51x |
| piarecipes.com | 0.49% | 83.03x |
| boba.com | 0.21% | 82.44x |
| sleepingbaby.com | 0.18% | 78.53x |
| rickontherocks.com | 0.21% | 75.22x |
| nickisdiapers.com | 0.23% | 73.97x |
| baby-chick.com | 0.19% | 72.86x |
| craftyrecipes.com | 0.37% | 71.21x |
Composition Percentage:
The overlap percentage between the Working Parents audience and the Web attribute.
Index: A comparison of the Working 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 Working Parents audience is Assorted Topics #11417 (Car Rental, Travel, Fashion, Blogs).
| Content Affinity | Composition | Index |
| Assorted Topics #11417 (Car Rental, Travel, Fashion, Blogs) | 0.25% | 20.94x |
| Coupons & Family | 11.84% | 20.27x |
| Children's Health | 6.50% | 17.20x |
| Assorted Topics #11347 (Family, Household Wellness, The Beach) | 4.48% | 17.08x |
| Scrapbooking & Home Art Projects | 6.60% | 16.87x |
| Mommy Bloggers | 6.85% | 16.63x |
| Female Lifestyle Content Readers | 4.97% | 16.32x |
| Low Carb Diets | 11.64% | 16.04x |
| Assorted Topics #11276 (Life Hacks, Housekeeping, Health Tips) | 15.16% | 15.46x |
| Family on a Budget | 25.99% | 15.26x |
Composition Percentage:
The overlap percentage between the Working Parents audience and the Content Affinity attribute.
Index: A comparison of the Working Parents audience to the internet population.
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DEMOGRAPHICS
The Working Parents audience resonates most for the following age and income brackets.
Age
55-64
Income
Under $25,000
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