Search Consumer Insights 45% of millennial dads are most reliant on search — more than any other digital resource — for parenting information. Appears In Millennial Dads Turn to Digital in Their Moments of Need Related Data Apps Mobile Search Searches for parenting/family-related apps, such as "allowance and chores app for kids" and "brushing teeth app for kids free," have grown 65% YoY. Consumer Insights 74% of millennial parents involve their children in household decisions, which is significantly higher than Gen X parents. Consumer Insights 75% of millennial parents say they have continued to pursue their personal passions since having children, which is significantly higher than Gen X parents. Consumer Insights 8 out of 10 millennial parents agree that their child is one of their best friends. Search 7 in 10 millennial dads seek parenting information online. Consumer Insights Retail 1 in 3 millennial dads say they consolidate their holiday shopping around Black Friday-to-Cyber Monday weekend.