45

of millennial dads are most reliant on search—more than any other digital resource—for parenting information.

BabyCenter, Millennial Dads Study, June 2015. Based on the online population of U.S. males age 18–54 expecting a child or having at least one child age 0–5 years, n=1,250; millennial dads defined as age 18–34, n=583.

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About the Data

“Millennial dads” are defined as dads ages 18 to 34 who are expecting or have a child under the age of six.

Related Data

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.

Sept. 2017 Google
74

of millennial parents involve their children in household decisions, which is significantly higher than Gen X parents.

Sept. 2016 Google/Ipsos Connect
75

of millennial parents say they have continued to pursue their personal passions since having their child(ren), which is significantly higher than Gen X parents.

Sept. 2016 Google/Ipsos Connect

Nearly 8 out of 10 millennial parents agree that their child is one of their best friends.

Sept. 2016 Google/Ipsos Connect

millennial dads seek parenting information online.

Jun. 2015 BabyCenter
72

of parents who own voice-activated speakers said they are likely to use them to buy something in the next month, compared to 51% of non-parents.

August 2017 Google/Peerless Insights