Consumers who are welcoming a new baby into their homes are embarking on an emotional and financial journey. For most new parents, this is a time of research and discovery as they determine which products and services they’ll need to purchase to fulfill their dreams of a happy family. Google has researched this topic and discovered exactly what new parents are asking about and how they’re obtaining their information.

Google data shows that new parents are turning to their smartphones to get answers to their questions. Younger parents, those who are ages 18-34,  “search 54% more than older parents.” Since 2007, the percentage of desktop-based searches by this audience has dropped while smartphone-based searches have increased dramatically.  New parents are also using their tablets to search for baby-related items and information.

Google analysts have also learned that new parents are busy searching for content related to ‘baby development’ and check out YouTube videos to get expert advice. Young parents are often feeling the financial pinch with another person to feed and clothe. These facts may explain why many of these consumers are searching for ‘reusing apparel’ and renting equipment like strollers.  Other top search terms made by parents of newborns include ‘diapers’, ‘feeding’ and ‘shopping.’

According to Ad-ology Research, about 6.6% of U.S. adults will be purchasing baby or infant apparel and supplies in the next year. In the last 30 days, about 26.8% of this audience, which is largely female, has taken action as a result of a mobile smartphone app or text message. These numbers suggest that connecting with new parents via smartphone is key for local marketers.

AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.