Buying and Free time Habits of Parents Ages 25-40


To identify the demographics and psychographics of parents ages 25-40 to include their buying and free time habits for the purposes of creating a marketing plan to penetrate the young parent market.

Early Findings

Preliminary research indicates that not much information is available on the specific age group of 25-40, but there is a lot of data available on both demographics and psychographics of millennial parents, which include most of the desired age group.
  • Millennials are between the ages of 23 and 38 in 2019.


  • According to the 2018 National Retail Federation’s quarterly Consumer View report, 78% of millennial parents use their mobile phones to research products, which is well above the 58% of other parents.
  • Moreover, 75% of millennial parents use their mobile phones to check prices or availability, which is also well above the 58% of other parents and 71% of millennial parents use their mobile phones to make a purchase or place an order (compared to 51% of other parents).
  • Seventy-one percent of millennial parents will "leave a review process a return or chat with customer service after purchasing, compared with 43 percent of other parents."
  • Millennial parents are looking for quick shipping as 86% have used the same-day shipping option when ordering online compared to 67% of other parents.
  • Surprisingly, they are also more willing to pay for quick shipping, with only 53% expecting free shipping on orders under $50 compared with 66% of other parents.
  • Even more of a contrast is the number of millennial parents using subscription services (40%) compared to just 18% of other parents.
  • Millennial parents are very concerned about customer service and are twice as likely as other parents to back out of a purchase if the customer service is poor. In fact, for millennials, "service ranks ahead of convenience, selection and loyalty programs."
  • Millennial parents are cause shoppers with 44% saying they "only shop at brands that reflect their social or political values, a factor cited by only 23 percent of parents from other generations."
  • Millennial parents are extremely loyal as well, with 49% remaining loyal even when there are cheaper options (compared with 30% of other parents), 52% remaining loyal even when there are more convenient options (compared with 35% of other parents), and 64% choosing a brand they are loyal to before considering a competitor (compared with 54% of other parents).


  • More than 1 million millennial women become new mothers each year.
  • About 40% of millennial parents hold a graduate degree, which is more than double the 19% of other parents.
  • Millennials parents tend to have higher incomes as well, with 69% earning more than the national median income of $59,000 per year. This compares with 53% of other parents.
  • Approximately 80% of millennials with children are in their 30s and more than half the children in the United States have a parent who is 37 years old or younger.
  • In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.

Proposed next steps:

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