Get to know parents on Pinterest

Parents photo

In 1946, Dr. Spock’s Common Sense Book of Baby and Childcare was published and a generation of parents turned to it for advice. Seven decades later, parents still look for outside resources to help them through the hardest, most rewarding job they’ll ever have.

And one of the first places they turn is Pinterest. In fact, 40% of parents in the US use Pinterest – and we reach 52% of parents-to-be.1

A whole new world

To better understand how parents use our platform and how we can help serve their needs, we recently looked at behavioral data and commissioned an online survey. We found that Pinterest has become an indispensable resource for parents: some 81% of parents on Pinterest say they could not live without the app.2

Family dynamics have changed dramatically since Dr. Spock’s heydey. Modern family life is much more of a juggle now compared to when most dads went off to work and mom stayed home with the kids.

In nearly half (46%) of American households today, both parents work full-time.3 Balancing responsibilities can be stressful. More than half (56%) of working parents with children under 18 say it’s difficult to manage their job and their family.4 They are looking for help and ideas, and that’s where Pinterest comes in.

Inspiration and advice

Parents use Pinterest for inspiration and advice as they plan in almost every area for moments big and small, from back-to-school tips to kid-friendly recipes to party decoration ideas.

More than half of parents on Pinterest (59%) say they find parenting tips on the platform that they can't find anywhere else.5 And half say Pinterest makes them more confident or a better parent in a way that aligns to their personal beliefs, needs or wants.6

“There's so many different topics that you can find on Pinterest, whether it be saving money, clothes, fashion, makeup,” said Becki, a mom in Atlanta, Georgia.

A place for moms and dads

Pinterest is a place where parents can learn about parenting products and services. In fact, we found that 62% of parents purchased something because they saw it on Pinterest.7

Roughly 80% of US moms are active on Pinterest.8 Pinterest is where they search for and save things they want to buy, do, see, and explore. Mom’s top categories are food, drink, DIY, craft, women’s fashion, home decor, hair, beauty and kids.9

Dads are also coming to Pinterest for ideas for themselves and their families, with 38% of US dads on the platform.10 Dad’s favorite categories include DIY projects, home decor, style, food, drink and the outdoors.11

Invested in parenting

Parents on Pinterest have the resources to invest in their families. Pinterest reaches 3 in 4 moms in the US with household income of $75k+, which is 27% higher than the national average.12 And 57% of dads on Pinterest also have a household income of $75k+.13

Check out the next post in our series focused on how to reach parents on Pinterest.

--Thea Carp, saving ideas to garden.

 

1comScore Media Metrix report, Jul.2017

2Pinterest internal Survey 2017 | Pinterest weekly users

3Pew Research Center, Raising Kids and Running a Household: How Working Parents Share the Load, Nov. 2015

4Pew Research Center, Raising Kids and Running a Household: How Working Parents Share the Load, Nov. 2015

5Pinterest internal Survey 2017 | Pinterest weekly users

6Pinterest internal Survey 2017 | Pinterest weekly users

7Pinterest internal Survey 2017 | Pinterest weekly users

8ComScore, November 2017

9Pinterest internal Survey 2017 | Pinterest weekly users

10ComScore, November 2017

11Pinterest internal Survey 2017 | Pinterest weekly users

12ComScore July 2017, Media Matrix Report, Household Income: 2016, US Census Bureau

13ComScore July 2017, Media Matrix Report, Household Income: 2016, US Census Bureau

 

Join our Parents webinar

We're holding a webinar on Wednesday, April 18 from 9:30 AM to 10:15 AM PDT to talk about about parents’ behaviors in key categories like food, home, clothing and travel.