Unpacking Parenthood in the Digital Age

Unpacking Parenthood in the Digital Age

Today, parents make up 41% of the global internet population, up from 32% a decade ago. ¹ They’re spending more time online communicating with their kids, shopping for them, and exploring their own personal interests — making them a key audience for brands. 

Snapchat partnered with Havas Media Network to uncover how parents use social platforms today, so brands can show up in ways that matter. This study, conducted by market research consultancy Alter Agents, was carried out among 7,500 parent social platform users (18-59 years old) across five markets (US, UK, CA, FR, KSA) using a quantitative survey. It explored how participants’ social platform usage has shifted since becoming parents, including how they connect with their kids, engage with creators, and make purchase decisions.

⚡️Becoming a Parent Increases Social Platform Usage

Becoming a parent doesn’t slow down social platform usage, but instead accelerates it. 59% of parents globally said they used social platforms more after having a child and were also more likely to use app features, post frequently, and make purchases directly on-platform. ² Notably, parents still appreciate sharing functions that are simple and short-lived. For example, 81% of parents say they use Stories across platforms for their transient nature, and 79% message their children aged 13-17 on apps because of their convenience. ³

Holidays and major milestones especially increase social platform usage like children's birthdays, summer vacations, and back-to-school. During these times, 49% of parents say they turn to social platforms to share updates and photos with friends and family, 43% take advantage of seasonal deals, and 42% look for inspiration on recipes, decorating, and more. ⁴

Brand Tip: Activate around seasonal spikes and milestone moments where sharing and shopping converge on social, to bring timely relevance to families.

🛍️ How Children Influence Purchase Decisions Through Social

It’s no secret that social has become a key discovery tool for parents, with 65% saying they often discover new brands on platforms. ⁵ And among those who use social to connect with their kids, 84% of parents use them for inspiration to purchase products for kids. ⁶

More importantly, the shopping journey has become increasingly collaborative. Parents and children are navigating digital aisles together, co-discovering and co-deciding on what to buy. 86% say they’re shopping online with their children, and 67% say they’ve been influenced to purchase something that their child aged 13-17 saw on social media. ⁷ Children play a role at every stage, from sparking interest to validating choices. Their presence is not a moment in the journey — it is the journey.

Today’s kids are highly skilled in using social platforms to influence their parents. They don’t just ask for things — they present their case. 59% of parents said their kids aged 13-17 showed them a video or ad on a device, 54% said they used individual or group text messages, and 48% said they sent them an ad. ⁸ Kids are shaping what brands make it home across purchases categories — from daily essentials to tech, apparel, and even the family car.

Brand Tip: Target ads to be shown during after-school or weekend scrolls, when co-discovery is high. Use product try-ons and creator “how-to” content to drive purchase interest in a scrollable, shareable way.

⭐Creators Shape the Dual Lives of Parents

Parents don’t just follow creators — they form connections with them. These digital relationships are built on trust, relatability, and shared values, turning creators into community anchors. 58% of parents say they consider recommendations from creators they trust, and 52% say creators help them feel like they’re part of a community. ⁹

What makes a creator worth following? For parents, it’s about both personal relevance and their own children’s interests. Whether it's content that mirrors their own life passions or speaks to their children’s world, relatability is the hook. 

Brand Tip: Partner with trusted, parent-approved creators across top-performing social platforms to build trust and relatability.

🤝Parents Can Shape Healthy Online Habits

For many families, parenting in the digital age means active involvement in guiding healthy habits online for kids. Parents say that they see platforms as a way for children aged 13-17 to connect with friends and family (81%), explore their interests (76%), and be creative (71%). ¹⁰ At the same time, 80% of parents implement guidelines for their children aged 13-17, such as time limits, when it comes to their children’s use of social platforms. ¹¹

🤳Parents Scroll For Themselves, Too

Let’s not forget that parents spend time online exploring their own interests and passions, beyond parenting content. Parents say they join new apps because they’re interested in them (61%), use social platforms to explore their interests (58%), and follow creators based on shared interests they have with them (54%). ¹² They also see social platforms as a place to see updates from friends (69%), stay in touch with family (65%), and express themselves (63%). ¹³

Brand Tip: Speak to parents as individuals, engaging them during solo scroll time — moments where they explore content tied to their interests, self-care, and passions beyond parenting.

💡 What This Means For Brands

• Parents' social platform usage has accelerated since having children, encompassing not only family-focused interactions but also their evolving personal interests. 

• The path to purchase is increasingly collaborative, with children significantly influencing buying decisions across various categories.

• Brands should aim to inspire through trusted creators, leverage native features for co-discovery, and engage parents as whole individuals with diverse passions.

Reach out to your Sales representative to learn how you can connect with parents on Snapchat!