Google Says New Parents Perform Twice As Many Searches As Non-Parents

google-homepage-search-600According to a recent survey conducted by Google’s Think Insights, new and expecting parents perform 2.7 times the number of online searches as non-parents, with 56 percent of maternity-related searches completed on a mobile device.

Google claims baby- and parent-related mobile searches are on an upward swing. During the first quarter of this year, mobile searches for baby development grew 72 percent, and since last year, mobile searches for baby-related and parenting topics have climbed 25 percent.

Not only are baby-related searches on the rise, but YouTube has seen a significant increase in the number of parenting videos viewed on a mobile, with viewership up 329 percent in 2014.

Google says the rise in mobile searches and video views from new and expecting parents is because young parents – ages 18 to 34 – are part of the Millennial generation, and more likely to use their smartphone as their primary device.

Overall Growth In Maternity & New Parent Searches by Device:

Google Think Insights Maternity Searches

Google claims the top commercial searches by new parents were clothes-related, with expecting parents searching for maternity clothing.

Once the baby arrives, clothes-related searches by parents are often related to how to clean or reuse baby clothes.

The report broke-down the most common searches performed by parents by their parenting stage, with expecting parents more likely to do searches related to health, safety, school, clothes and college. Parents of newborns also searched health- and clothes-related topics, but were more likely to search for feeding, diapers and shopping information.

Parents of toddlers mimicked the searches performed by expectant parents, searching once again on health, school, college, safety and clothes-related topics.

Related Topics: Channel: Consumer | Google: Trends | Search & Society: General


About The Author: is Third Door Media's General Assignment Correspondent, and reports on the latest news and updates for Marketing Land and Search Engine Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including,, and Sales and Marketing Management Magazine. Read more of Amy's articles.

Connect with the author via: Email | Twitter | Google+ | LinkedIn


Get all the top search stories emailed daily!  


Other ways to share:

Read before commenting! We welcome constructive comments and allow any that meet our common sense criteria. This means being respectful and polite to others. It means providing helpful information that contributes to a story or discussion. It means leaving links only that substantially add further to a discussion. Comments using foul language, being disrespectful to others or otherwise violating what we believe are common sense standards of discussion will be deleted. Comments may also be removed if they are posted from anonymous accounts. You can read more about our comments policy here.

Comments are closed.

Get Our News, Everywhere!

Daily Email:

Follow Search Engine Land on Twitter @sengineland Like Search Engine Land on Facebook Follow Search Engine Land on Google+ Get the Search Engine Land Feed Connect with Search Engine Land on LinkedIn Check out our Tumblr! See us on Pinterest


Click to watch SMX conference video

Join us at one of our SMX or MarTech events:

United States


Australia & China

Learn more about: SMX | MarTech

Free Daily Search News Recap!

SearchCap is a once-per-day newsletter update - sign up below and get the news delivered to you!



Search Engine Land Periodic Table of SEO Success Factors

Get Your Copy
Read The Full SEO Guide