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Millennials Take Over the Parenting Universe

Photograph by Getty Images

Time to hang up your umbilical cords, Gen Xers. Millennials are the new moms in town. And they're the stuff of marketers' dreams.

Millennial moms are 18 to 32 years old, and 83 percent of new babies are born to this group.

Whereas Gen Xers became parents in the early days of the Internet and social media, millennials wouldn't know how to raise kids without it.

According to the 2015 State of Motherhood Report, commissioned by BabyCenter and Interactive Advertising Bureau, 90 percent of millennial moms have a smartphone and nearly all of those moms take it everywhere they go—shopping, to work, to the nursery for a middle-of-the-night feeding.

You'll find millennial moms on Instagram and Pinterest (as if you didn't know that!)—but they're not such different creatures from the women who preceded them. Post-baby, they reported a huge shift in priorities: the millennial mom puts the baby before fitness, friends or herself.

Millennial moms spend an average of $13,000 each year on their kid, which is why ads, commercials, apps and new products take very few of the Gen Xer moms' needs into consideration. The millennial mom is, as she knows herself, the center of the universe.

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