Social Media Usage Among Parents: Insights From Snapchat Study on Shopping Trends

Social Media Usage Increases Among Parents, Snapchat Study Reveals A comprehensive new study by Snapchat and Havas Media Network has uncovered surprising trends in how parenthood influences social media usage, with 59% of parents reporting increased platform engagement after having children. The research, which surveyed over 7,500 parents, challenges the assumption that new parents reduce their social media activity. Organizations must consider implementing comprehensive social media policies for safe engagement. Digital Shopping Transforms Parental Social Media Behavior Black Friday emerged as the peak period for parental social media usage, highlighting a significant shift toward collaborative online shopping between parents and children. The study found that 86% of parents shop online with their children, while 67% have made purchases based on products their teenagers discovered on social media. Companies looking to expand their reach should consider implementing effective Snapchat marketing strategies. Enhanced Security Considerations As social media usage among parents increases, maintaining strong social media security practices becomes crucial for protecting family privacy and financial information. Peak Usage Patterns and Platform Behaviors The research identified key timing patterns for parental social media engagement: Holiday seasons Birthday celebrations Summer vacations Black Friday shopping period These peak usage times coincide with increased posting frequency and platform feature utilization. Parents are not only consuming more content but are also more likely to make direct purchases through social media platforms. Advanced Shopping Features Modern social commerce tools have revolutionized how parents approach online shopping, with integrated payment systems and secure checkout processes making purchases more convenient than ever before. According to Pew Research Center, social media shopping has seen a 40% increase among parents in the past year. Strategic Implications for Marketers The study suggests several actionable insights for brands targeting parents: Focus advertising efforts during after-school hours and weekends when parent-child co-browsing is highest Develop content that facilitates collaborative shopping experiences Leverage social platforms' shopping features to capture purchase intent For readers looking to apply this information: Use social media's peak parental usage times for family-oriented purchases Explore collaborative shopping features on various platforms Consider joining parent-focused social media groups for product recommendations This research demonstrates how social media continues to evolve as a vital tool for modern parenting, combining communication, shopping, and community building in ways that impact both family dynamics and consumer behavior. [Note: This article was created using data from the Snapchat and Havas Media Network study published September 16, 2025]