Mobile Mornings


Having a child leads to many lifestyle changes for parents, from decreases in “me” time to variations in spending habits. These changes are more drastic for new parents who are shifting their schedules to accommodate their new baby, working in early a.m. feedings and earlier mornings. This schedule change correlates to a shift in social-media time for new parents as “feeding time” — between 4 a.m. and 7 a.m. — provides them with an opportunity to log in and catch up. Knowing that new parents are likely to be online far earlier than the general population gives brands a new window in which to target this audience with relevant content, in a time frame when other advertisers may not be as likely to be spending their money.