Connect with us

Hi, what are you looking for?

The American GeniusThe American Genius

Social Media

Parents on Facebook spend a LOT more than non-parents

Sitting in the dark, rocking a sleeping baby, with the soft glow of Facebook pulled up on a smartphone is today’s new parent routine. In a Facebook-commissioned, multi-part study, several prominent themes have developed across global parent markets.

millennial mother

The connected parent

Sitting in the dark, rocking a sleeping baby, with the soft glow of Facebook pulled up on a smartphone is today’s new parent routine. Smartphones have allowed parents to research parenting topics, order diapers on the fly, and seek a sense of community in forums, all from their fingertips.

In a Facebook-commissioned, multi-part study, researchers examined Facebook and Instagram data from 8,300 parents, ages 25-65, across 8 different countries (Australia, Brazil, Canada, Germany, Mexico, Spain UK and US). Study data will be analyzed in several different phases, but after initial analysis several prominent themes have developed across global parent markets.

Mobile parenthood

Smartphone connectivity has changed the face of modern parenting, allowing parents to be more informed and expressive than parents in the past decades. Parents are looking to the internet for scheduling, tracking, and sharing of their children’s major milestones. In fact, parents spend 1.3 times more time on the Facebook mobile app than nonparents, the study revealed.

Parents are also using their smartphones to make more informed purchasing decisions by reading reviews, consulting forums, and conducting price comparisons. Millennial parents (ages 18-34) are 30% more likely than Baby Boomer parents (50-65) to use their smartphones to look up product information before making a purchase.

An expanded network

In general, modern parents have access to not only more information, but more opinions regarding their parenting choices than parents from previous decades. Seventy percent of modern parents feel more informed than their parents were, and 83% report greater access to information, in general, than their parents had. This expanded network opens the door for greater misinformation and exposure to a variety of opinions, some that may not be favorable. Parents may become more overwhelmed or confused due to the influx of available information.

Parents are expanding their network within the home, as well, with children exercising a greater influence on household purchasing decisions. Over 50% of parents report that their children have a greater impact on the products that are purchased for the home than they did growing up.

Advertisement. Scroll to continue reading.

Parents are regular people

While parenting can be an all-encompassing effort, modern parents are beginning to learn to prioritize their needs, with 38% of parents saying their family benefits when they’re happy. Parental stress is a real issue, but social media is acting as an outlet to convey personal passions.


Written By

Megan Noel, a veteran ex-educator with a PhD in Early Childhood Education, enjoys researching life through the eyes of her two young children, while writing about her family’s adventures on With a nearly a decade in small business and marketing, this freelance writer spends most evenings pouring over new ideas and writing articles, while indulging in good food and better wine.



  1. Pingback: Which of your Facebook posts is pissing people off the most? [Study] - The American Genius

  2. Pingback: AdEspresso is a must for any brand futzing with Facebook ads - The American Genius

  3. Pingback: Facebook for the workplace? Hard pass - The American Genius

Leave a Reply

Your email address will not be published. Required fields are marked *


American Genius
news neatly in your inbox

Subscribe to our mailing list for news sent straight to your email inbox.



Business Marketing

Airtable presents the drawbacks of your current marketing strategy and what changes need to be made to make it work efficiently.

Business Marketing

(BUSINESS MARKETING) Want professional, customizable product images for your company? Consider Glorify’s hot Black Friday deal.

Business Marketing

As the end of the COVID tunnel begins to brighten, marketing strategies may shift yet again - here are three thoughts to ponder going...

Business Marketing

Analytics are a goldmine for marketers trying to better understand their audience. Here's a how-to guide on TikTok analytics.


The American Genius is a strong news voice in the entrepreneur and tech world, offering meaningful, concise insight into emerging technologies, the digital economy, best practices, and a shifting business culture. We refuse to publish fluff, and our readers rely on us for inspiring action. Copyright © 2005-2022, The American Genius, LLC.