moms say they consider their child one of their best friends.

Google/Ipsos Connect, U.S., “Human Stories: Gen X and Millennial Parents,” Sept. 2016.

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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.

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

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

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Moms are significantly less likely than dads to say they've continued to pursue their personal passions since having children.

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millennial parents agree that their child is one of their best friends.

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of millennial moms say they have continued to pursue their personal passions since having children, which is significantly higher than Gen X moms.

September 2016 Google/Ipsos Connect