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thumbnail image for blog post: Your School’s Guide to Millennial Parents

Your School’s Guide to Millennial Parents

You’ve read about them, you’ve met them, you might even be one of them. Millennial parents are one of the most studied and storied groups of consumers in history. And they are your primary customers; by 2020, almost half (46%) of the U.S. workforce will be comprised of Millennials.


Dropping off your child for the first time is as difficult as it ever was, and this generation of parents has a distinct preference in how they let go.  


Parents use WatchMeGrow to fill new consumer needs.

There are more than 200,000 parents and family members who use WatchMeGrow webcams in their childcare centers across the country:

  • 83% of users are using WatchMeGrow from their desktop computers, 11% use their smartphones, and 6% use their tablet.

  • The average time spent with WatchMeGrow is just less than 7 minutes each time a user visits the site.

  • The majority of parents log in to WatchMeGrow between 8am and 1pm during the workweek.

  • Mondays and Wednesdays are the most popular days to check in on their children in childcare. Fridays have the fewest number of parents checking in.

  • 96% of WatchMeGrow grow users are in the U.S.; the remaining 4% are family members in 120 other countries.  

21% of  Millennials 18-33 years old are parents.

The number of millennial parents has increased over 6% in the last year. This is a fast-growing group of consumers. The largest number of millennial parents are older millennials, with 49% of 30-33-year-olds saying they are the parent or guardian of a child.


They spend more than 17 hours per week on social networking sites.

This is a staggering 4 more hours than parents of other generations. What’s more, 9 out of 10 millennial moms share information about goods and services in person, online or both.


They have big influence on social media.

A whopping 97% of millennial moms and 93% of millennial dads find social media helpful to their parenting. Millennial parents are more likely to have older, non-millennial parents seek them out for advice when making buying decisions.


They feel pressure to compete in parenting.

Nearly 80% of millennial moms claim it’s important to be “the perfect mom,” a higher percentage than both Gen X and Boomer mothers, and 64% believe that parenting is more competitive today than it used to be.


88% say they don’t want to be a “Helicopter Parent”.

They are the children of Baby Boomers, who notoriously became helicopter parents. But Millennials don’t want to recreate their overprotected childhoods. A significant number say they are trying to avoid becoming a helicopter parent, and 62% say “I have or will let my children play unsupervised.”


They cherish tools to stay in touch.

Millennial moms’ primary objective in using technology is for scheduling and to stay in touch with their busy families. 65% of them use five or more separate technologies each day including video, blogs and wireless devices to multi-task.



Meredith’s Parents Network, Communicating with Millennial Moms


Digital Women Influencers: Millennial Moms, 2013

Maximizing Millennials in the Workplace, UNC Kenan-Flagler Business School

Google Analytics, WatchMeGrow