Millennials Grow Up: New Study Explores the First Generation of Digitally Native Moms & Dads

Research from Crowdtap Highlights Nuances Between Millennial Moms &
Dads; Underscores Importance of More Authentic Brand Relationships

the People-Powered Marketing Platform, has released the findings of a
comprehensive study on Millennial parents, who today head up a quarter
of all U.S. households (Source: Barkley Agency, 2013). Crowdtap which
focuses on brand engagement and insights, surveyed nearly 1,000
Millennial parents to inform the research, which unearthed similarities
and differences between how Millennial moms and dads view technology in
relation to parenting, make family purchase decisions and form
connections with brands after having children.

Eighty percent of U.S. Millennials – or 60 million people – will become
parents in the next decade. The Crowdtap study explores how Millennials
are bucking misconceptions as they mature into the next phase of their
lives. With an estimated $2 trillion in global buying power,
understanding Millennials as parents will be critical for brands
vying to capture attention and ultimately drive sales from this cohort
in 2016 and beyond.

To field the first-of-its-kind study, Crowdtap recruited Millennial moms
and dads from its member community and engaged them in a series of
online polls and discussions over the course of several weeks. This
iterative approach enabled the research team to explore and validate
trending themes as they emerged, leading to stronger insights over time.

The study found that today’s Millennial parents are driven by their
desire to simply be “good parents.” Millennial moms and dads (ages 20 to
35) agree that being a parent means “being there for your family and
putting the needs of the family before your own.” Additionally, parents
rely more on social media for advice and fathers are more “present” in
their children’s lives.

Key Findings:

  • When describing their role as a parent in today’s world, Millennial
    moms were much more likely to proactively cite the words “technology”
    (35 percent) and “social media” (15 percent) than Millennial dads, who
    used these phrases 10 percent and less than 5 percent, respectively.
  • On the other hand, approximately 15 percent of Millennial dads noted
    that being a “Millennial” dad is about “being there” for their
    children, compared to roughly 4 percent of moms who described their
    role in a similar fashion.
  • For parenting advice, Millennial parents say they turn to their
    mothers (AKA “Grandma”) before consulting parenting websites, social
    media and blogs. The Internet and social media are the next most
    influential sources of parenting advice.

    • 46 percent of mom and 35 percent of dads say that social media is
      “extremely helpful” when it comes to parenting.
  • 49 percent of moms and 37 percent of dads said that they use social
    media sites as least once a day for parenting advice. While overall
    time spent on social media isn’t decreasing as Millennials become
    parents, time on specific platforms do change:

    • Millennial parents, especially moms, spend more time on sites like
      Pinterest, Instagram and YouTube after they have kids.
  • Social media isn’t just a source of advice and inspiration for
    Millennials parents.

    • 20 percent of both Millennial moms and dads consider social media
      a “distraction” that detracts from quality time with family.
    • 17 percent of moms and 10 percent of dads are concerned with the
      “social pressure” that social media creates.
    • 11 percent of moms and 6 percent of dads say that social media
      contributes to “information overload” that can add to their
      anxiety and confusion.
  • On the role of technology in their children’s lives, 40 percent of
    Millennial parents said they were concerned about technology’s impact
    on their children, especially being able to appreciate “being
    outside.” However, nearly a third of all moms and dads have purchased
    a tablet for their children.
  • 70 percent of Millennial moms consider themselves the primary decision
    maker of the family.
  • 42 percent of Millennial moms and 38 percent of Millennial dads said
    that price is the number one factor they consider when purchasing
    items for themselves.

    • When purchasing for their children, Millennial parents are more
      willing to splurge depending on the quality of the product and
      whether or not it will make their child happy.
  • 80 percent of Millennial moms and dads say they shop online at least a
    few times a month.
  • Millennial parents expect brands to provide “value” for their money
    and proper “customer service.”

“As Millennials increasingly transition into parenthood, marketers must
understand and speak to this digitally native and highly influential
cohort as individuals who are dedicated to their families,” said Rachel
Schwartz, Director of Client Success at Crowdtap. “The goal of this
report was to unearth key insights to educate marketers aiming to better
connect with this up-and-coming generation of parents.”

The full report can be found here.

About Crowdtap

Crowdtap, the People-Powered Marketing Platform, is a new operating
system for brands powered by the people who love them. Crowdtap makes it
easy for marketers to build open brands by accelerating customer
feedback and inspiring content and conversations at-scale. In 2014,
Crowdtap was named one of the 100 Most Promising Companies in America by
Forbes and the No. 54 fastest-growing private company in the Inc. 500
List. The company has been ranked one of the Top 10 Places to Work in
Marketing & Advertising by Fortune, the No. 3 Best Place to Work in New
York by Crain’s, and the No. 6 Best Tech Company to Work For by Mashable.

With a growing community of passionate members, Crowdtap works with
leading brands including General Mills, Heineken, Kraft Foods, P&G,
Verizon, Walmart and Yum Brands. Headquartered in New York, Crowdtap has
raised $15 million through the Foundry Group, Tribeca Venture Partners,
Alta Communications and The Mustang Group.

for more information.


Stephanie Tackach for Crowdtap