45%

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

BabyCenter, Millennial Dads Study, 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, June 2015.

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Millennial Dads Turn to Digital in Their Moments of Need

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.
Google Data
74%

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

8 out of 10

millennial parents agree that their child is one of their best friends.
Google/Ipsos Connect

7 in 10

millennial dads seek parenting information online.
BabyCenter

1 in 3

millennial dads say they consolidate their holiday shopping around Black Friday-to-Cyber Monday weekend.
Google/Ipsos