Parents Insights reports on how they spend their time, what they enjoy doing and what they’re currently consuming.
Based on our data, we can identify out two clear trends in consumer behaviour among Gen Z parents (those born after 1995): a longer and more thorough product selection process and a search for alternatives.
Why though?
Parents are more up to date with their ‘go-to’ shops
On the one hand, the trends are caused due to the spread of the practice of conscious and balanced choice. This is facilitated significantly by social media, thanks to which, the consumer has an opinion on the product or service not only from their closest circle of friends, but also thousands of other people who instantly comment on the quality of the product if they are particularly unhappy or, conversely, if they are very satisfied. Reviews of real customers are of great importance; their experience is perceived as personal.
More parents are using Facebook, Instagram, Twitter and Snapchat to keep up to date with shops. This increase has been driven by Gen Z parents. For example, 16% of parents under 25 keep up to date with shops on Snapchat, whereas only 4% of over 35s do the same.
Furthermore, parents under the age of 25 that keep up to date with shops on Snapchat, are more than twice as likely than average to read at least one parenting magazine.
Parents Insights is a market intelligence resource on all things expecting and new parents in the UK. Each week, 200 different parents (expecting to age four) are surveyed, adding up to more than 10,000 every year – which enables brands and agencies to provide significant insight on what is influencing the attitudes, behaviour and consumption of this generation of parents.
For a complementary Parents Insights report and to gain access to the Parents Insights portal visit www.parentsinsights.co.uk/progressivepreschool or call +44 (0) 330 159 6631.
