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

Google/Ipsos Connect, U.S., YouTube Human Stories: Millennial Parents, n=1,027 respondents aged 21–34 who go online at least monthly, with children 18 years or younger living in their household, Sept. 2016.

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74

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

September 2016 Google/Ipsos Connect
75

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

September 2016 Google/Ipsos Connect

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.

September 2017 Google Data

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

September 2016 Google/Ipsos Connect

Dads are more likely than moms to use YouTube to connect with their children.

September 2016 Google/Ipsos Connect

millennial parents are open to videos by brands or companies on YouTube when seeking guidance on parenting topics.

September 2016 Google/Ipsos Connect