How do pregnant women and new mothers get inspired today?

Baby Journey asked 250 pregnant and new moms how they consume light-hearted and entertaining inspiration related to pregnancy and life with children. Where do they get it, what format do they prefer and what platform last inspired them to make a purchase?

When it comes to finding pregnancy style, decorating the nursery or choosing a new recipe to try out with the family, social media is the place to go. When Baby Journey asked 250 pregnant and new moms where they primarily get inspiration for pregnancy and parenting, 64% said that social media is their first choice, 31 % answered apps and only a few percent said they look for inspiration in different types of magazines. The fact that social media is the obvious choice for light-hearted and entertaining inspiration is not surprising, as 96% of all women aged 23-32 spend time on these platforms every day. The platforms therefore become an obvious source of inspiration as they are already a big part of these women's everyday lives. 

Image beats motion when it comes to inspiring the most

On most platforms today, content can be consumed in a variety of formats, and despite the rise of mobile, it turns out that images are the most impressive when it comes to inspiration. When asked what type of content makes them feel most inspired after consuming, almost half, 46%, of pregnant and new moms say they are most inspired by images. After that, there is an even split between those who feel very inspired after consuming text, podcasts or videos. 

Instagram inspires you to make purchases

Instagram is a platform used on a daily basis by the majority of women aged 23-32, with 7 out of 10 visiting the platform every day. When pregnant and new mothers were asked which platform most recently inspired them to make a purchase Instagram a clear majority. 86 % of respondents said that Instagram was the platform that last inspired them to make a purchase. Among other platforms, 7% answered Pinterest, 4% answered Youtube and only 3% answered TikTok. A clear proof that Instagram is still a relevant and strong platform for you who want to reach this target group and inspire them to buy. 

Learn more about how we at Baby Journey can help you communicate with pregnant women and new mothers.