#United States #Los Angeles #Snapchat #Alter Agents #Havas Media

The Evolving Digital Habits of Parents in Shopping

A recent study conducted by Snapchat, Havas Media Network, and Alter Agents, titled Parenthood in the New Digital Era, underscores the significant changes that occur in online shopping behaviors among parents. With parents constituting 41% of the global internet population as per Global Web Index, the research finds that the advent of parenthood doesn’t mitigate digital engagement; instead, it propels it forward.

Parental Engagement Reimagined

According to the findings, 59% of parents utilize social media more frequently after having children. The study involved responses from 7,500 parents aged 18-59 in countries including the United States, United Kingdom, Canada, France, and Saudi Arabia. It explored the shifting dynamics of social media usage post-parenthood, revealing that not only do parents engage more online, but their interactions are deeply connected to their children’s activities and interests.

Key Insights:

• - Enhanced Social Media Usage: The data indicates that parents are using social media platforms more vigorously, particularly around significant events like birthdays and holidays when online shopping typically surges. They are leveraging these platforms to post more frequently and utilize diverse features, resulting in increased in-app purchases.
• - Children as Influencers: A remarkable 86% of parents reported shopping online with their children, with 65% discovering new brands directly through social media. Furthermore, 67% of parents said their purchasing decisions were influenced by something their child had seen on social media. This trend is even more pronounced among parents who are active on platforms like Snapchat.
• - Creators and Community Building: The influence of content creators is notable, with 58% of parents valuing recommendations from trusted sources. Engaging with creators who share content related to their children's interests (63% of Snapchat parents, in particular) is becoming increasingly common. This community aspect helps parents feel less isolated in their journey.
• - Safety vs. Self-Expression: The study also highlighted that 80% of parents set digital guidelines for their teenagers (aged 13-17) while still appreciating social media as a space for creativity and individual expression, highlighting a balance between oversight and freedom.

Implications for Brands

Joanna Lawrence, Global Chief Strategy Officer at Havas Media Network, emphasized that brands need to adapt to the evolved landscape of parental engagement on social media. The study suggests that brands should consider seasonal spikes in online browsing and purchasing as pivotal moments to engage with parents. Additionally, establishing partnerships with trusted content creators and addressing parents as individuals with interests beyond just caregiving are essential strategies brands should adopt.

The implications are clear: as parents continue to intertwine their digital lives with family, brands have an opportunity to connect more meaningfully with this audience. By creating content and engagement strategies that recognize the dynamic role of parents in today’s digital environment, brands can drive co-discovery and co-purchase moments that resonate profoundly with families.

Conclusion

In summary, the intersection of parenting and digital engagement is reshaping how families discover and decide on purchases. This monumental shift highlights the importance of attuning branding strategies to the nuances of family dynamics, underscoring the need for creativity, responsibility, and relevance in marketing efforts targeted at parents and their children.

About the Research Partners

Havas Media Network serves as a media experience agency, leveraging global expertise in media to create personalized marketing solutions. Alter Agents stands as a market research consultancy focused on understanding consumer needs in an era of changing decision-making processes.

For further details about the insights revealed in this study, please visit their respective websites.