Research Outline

Baby Registries Market: Demographics


To identify the demographic profile of people who use baby registries in the US.

Early Findings

  • is a database that contains information on mothers-to-be who have willingly provided their contact information in expectation of receiving information on the latest products and services available. Customer details based on demographics such as gender (100% female), household income, languages spoken, age of children, location, house ownership, etc can be purchased from this website. This is the link to their prenatal information database.
  • The official website of states that it is the largest cooperative prenatal mailing list in the market with over 70,000 mothers-to-be mailing addresses added each week. Based on their statistics, we can conclude that the demographic profile of customers using prenatal products such as baby registries is as follows:
- Aged 30-39: 61% of customers (followed by ages 19-29: 28% of customers)
- Non-Hispanic white: 54% of customers (followed by Hispanic: 23% of customers)
  • According to a news article from Prudential, is the fastest growing baby registry in the US. Demographics of customers who visit this website based on traffic analysis can be accessed by signing up for a free trial on SimilarWeb. Here is the link to its analytics page.


Based on the available information, the demographic profile of customers who use baby registries in the US are female, aged 30-39, and are non-Hispanic white.