New parents search twice as much as non-parents

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An insight into how parents search

New parents carry out twice as many searches as non parents, according to a recent survey carried out by Google's Think Insights.

A growing number of new and expecting parents are turning to the web for answers to their questions. In particular, they are using mobile devices to gain access to the information they need. Google data has shown that 56 per cent of all maternity related queries are now performed on mobile devices and mobile searches related to babies and parenting have grown by 25 per cent since 2013.

It has also been found that parents are 2.7 times more likely to use their smartphone as their primary device, as mobiles give them the opportunity to search and source information on the go.

What are parents searching for?

Video content has increased in popularity with new parents. YouTube parenting video views have grown 329 per cent on mobile over the year.

Maternity and baby clothing search queries have also become more common. In particular, there has been a rise in people looking for good value and eco-friendly baby products, with searches such as "cloth diapers" and "stroller rental" increasing over recent years.

Google has also looked into the concerns and interests of new and expecting parents, and how these shift overtime. It has found that expecting parents often use Google to plan for the future, as many people searching for "pregnant" also look for "school" and "college". Meanwhile, new parents tend to be more focused on the here and now, with "newborn" often accompanied by queries about "clothes", "feeding" and "diapers".

The top concern for the large majority of expecting and new parents appears to be health, which sees many turning to Google for information on the development and wellbeing of their child.

The Google blog post discussing these findings said: "Having a baby is a major life moment that changes consumers' interests, influences and habits. Data gives us a bigger window into these changes."

Natalie Booth, head of search at theEword, has also commented: "Businesses need to maintain an up-to-date understanding of their consumers' interests in order to give themselves the best chance of reacting to changes, in an effort to constantly reach their consumers successfully."