A comprehensive study by Snapchat, Havas Media Network, and Alter Agents has uncovered that parenthood dramatically increases rather than decreases social media engagement, with 59% of parents globally reporting higher platform usage after having children. The research, surveying 7,500 parents across five markets, reveals that becoming a parent transforms social media from personal expression to a multifaceted tool for connection, discovery, and commerce.
The data contradicts common assumptions about parental digital behavior, showing that 80% of parents who joined social media before having children now use more app features, 74% post more frequently, and 58% make more purchases directly on platforms. Parents now represent 41% of the global internet population, up from 32% a decade ago, making them a crucial demographic for digital marketers.
Parents increase social media usage by 59% after having children
Behavioral shifts driving increased social media engagement:
- Holiday periods see the highest usage spikes, with Black Friday/Cyber Monday leading at +35% increase
- Children’s birthdays (+32%), end-of-year holidays (+31%), and back-to-school season (+28%) drive significant engagement peaks
- 86% of parents shop online with their children, creating collaborative discovery experiences
- 67% report being influenced to purchase items their teens (13-17) discovered on social media
- 81% use Stories across platforms for their transient sharing nature
- 79% message their children aged 13-17 on apps due to convenience factors
The study reveals profound implications for brand targeting, as children’s influence extends across multiple product categories with social media driving purchase decisions for toys and games (90%), packaged food and beverages (75%), online entertainment (75%), and apparel (72%). This co-discovery behavior peaks during after-school and weekend scrolling sessions, creating optimal windows for family-targeted advertising.
Importantly, the research emphasizes that parents still use social media for individual interests beyond parenting, with 64% exploring new hobbies and 62% discovering new creators, suggesting brands should maintain personalized targeting rather than focusing solely on child-related content.
The study demonstrates that parenthood amplifies rather than reduces digital engagement, creating new opportunities for brands to reach families during peak sharing and shopping moments.