Consumer Insights 74% of millennial parents involve their children in household decisions, which is significantly higher than Gen X parents. Appears In Marketing to millennial parents? Here's how they're redefining parenting for their generation Related Data 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. 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 Moms are significantly less likely than dads to say they've continued to pursue their personal passions since having children. Video Dads are more likely than moms to use YouTube to connect with their children. Video 3 in 4 millennial parents are open to videos by brands or companies on YouTube when seeking guidance on parenting topics.