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
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.
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