Global survey shows that becoming a parent increases social media use, turning platforms into vital resources for connection, community, and purchase decisions
LOS ANGELES, Sept. 16, 2025 /PRNewswire/ — Parents now make up 41% of the global internet population, according to Global Web Index, and their habits online are reshaping how families connect, share, and shop. A new study from Snapchat, Havas Media Network, and Alter Agents, “Parenthood in the New Digital Era,” finds that parenthood accelerates social media use and transforms it into a hub for connection with children, inspiration from creators, and guidance for purchase decisions. The research shows that becoming a parent doesn’t slow digital habits, it accelerates them.
“Our research shows that parenthood actually boosts social usage in very interesting ways,” said Aarti Bhaskaran, Global Head of Research and Insights at Snap. “Parents are using more features, posting more often and making more purchases on apps. And they aren’t doing it alone: kids influence discovery and decisions at every stage of the journey.“
The study surveyed 7,500 parents aged 18-59 across the United States, United Kingdom, Canada, France and Saudi Arabia. It explored how social media use shifts after becoming a parent, including how parents connect with their children, engage with creators, and make purchase decisions.
Key findings:
- Parenthood supercharges social: Fifty-nine percent of parents say they use social media more after having children, with higher posting, feature use, and in-app purchases. Usage peaks around milestones like birthdays, holidays, and back-to-school.
- Children drive purchase decisions: Sixty-five percent of parents discover new brands on social platforms. Eighty-six percent shop online with their children, 67% say they have been influenced to buy something their child (13-17 years old) saw on social media, and 64% are willing to pay more for products their children want.
- Creators and community matter: Fifty-eight percent of parents consider recommendations from creators they trust, and 52% say creators help them feel part of a community. More than half follow creators for content tied to their children’s interests, a number that climbs to 63% among Snapchat parents.
- Balancing safety and self-expression: Eighty percent of parents set digital guidelines for their children (13-17 years old), yet still view social platforms as places for creativity and connection. Parents also scroll for themselves, using social to pursue personal interests and passions beyond parenting.
Joanna Lawrence, Global Chief Strategy Officer at Havas Media Network said, “At Havas Media Network, our mission is to create media experiences that are meaningful for brands and their customers. Parenthood reshapes the way people engage with social platforms, and brands must in turn show up for this audience in ways that are relevant and responsible: inspiring co-discovery moments, partnering with trusted creators, and recognizing parents as individuals with their own passions.”
The findings highlight how parenthood is reshaping digital behavior, with families co-discovering, co-deciding, and co-shopping online. For brands, the study underscores the importance of activating during seasonal spikes and milestones, partnering with trusted creators, and speaking to parents as both caregivers and individuals.
About Havas Media Network
Havas Media Network is the media experience agency. Havas Media Network delivers this brand promise through a seamlessly integrated strategy and operating system, Converged.AI, fusing all Havas’ global expertise, tools and capabilities, to create, produce, and distribute real-time, optimized, and personalized marketing solutions at scale. Havas Media Network is part of Havas, one of the world’s largest integrated content, media and communications groups. Havas Media Network also consists of two global media networks: Havas Media and Arena Media. The media experience agencies are home to specialists across 150 countries worldwide, with 73 Villages. Clients include BBC, Canal+, Credit Agricole, Dolce & Gabbana, EDF, Fidelity Investments, Grupo Carso, Hyundai, JDE, Kia, Leroy Merlin, Lidl, PNC Bank, Puma, Reckitt Benckiser, Red Bull, Sanofi, Shell, Telefonica, YUM Brands, among many others. For more information, visit the website or follow Havas Media Network on LinkedIn @Havas Media Network or Instagram @havas_media_network
About Alter Agents
Alter Agents is a full-service strategic market research consultancy reimagining research in an era of shifting decision making. Deep creative thinking and innovative solutions help Alter Agents’ clients understand consumer needs. The Alter Agents team believes that research must adapt to help brands overcome challenges brought by trends like shopper promiscuity and brand narcissism. The company’s immersive approach and unique methodology has helped brands such Snapchat, YouTube, Audacy, Viking Cruises, Pinterest, and more gain powerful, actionable insights. More at www.alteragents.com.
Media contacts: Marie Melsheimer, [email protected], +1-541-815-3951
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SOURCE Alter Agents
