Parents are one of the most sought-after audiences in advertising. They control household budgets. They make purchasing decisions across a wider range of categories than nearly any other consumer segment. And they tend to be loyal — once you earn their trust.
The challenge has always been reaching them in the right context. Most platforms have parents. What they don't have is the combination of scale, intent, and trust that makes a parent audience actually worth reaching.
Nextdoor does.
According to studies conducted by Nextdoor, 64% of Nextdoor neighbors are parents, making them 19% more likely to be parents than the general population. That gap widens when you compare across platforms: Nextdoor neighbors are 36% more likely to be parents than Reddit users, 24% more likely than those on Instagram and TikTok, and 10% more likely than Facebook users. (Source: GWI USA, Q1–Q4 2025)
It's not just that there are more of them. They're more likely to have multiple kids — 24% more likely to have two children and 24% more likely to have three. Women on Nextdoor, specifically, are 19% more likely to have at least two children compared to the average female across social platforms. That depth of household matters. More children means more decisions, more categories in play, and a consumer with more at stake in the brands she chooses. (Source: GWI USA, Q1–Q4 2025; women/two-children figure from GWI USA, Q1 2025)
Nextdoor parents skew toward higher household incomes. They're 18% more likely to have a household income over $100K compared to parents overall. That positions them not just as a reachable audience but as one with the purchasing power to act on consideration. (Source: Nextdoor GWI Core, US, Q1–Q4 2025)
This aligns with findings from Pew Research Center, which has consistently documented the correlation between higher-income households and broader product category engagement — particularly in home, health, and family-related spending.
Home maintenance, travel, and personal fitness are the top three categories where Nextdoor parents say they'll increase spending. These aren't spontaneous purchases. They're planned, researched decisions — the kind where being present early in the consideration process matters. (Source: Nextdoor Survey, US, December 2025)
60% aim to save more overall in 2026, but the cutbacks are focused. 63% are trying to reduce impulse and unnecessary spending. That's the thing about this audience: they're not pulling back broadly, they're getting more deliberate. The brands that win here are the ones that can demonstrate value and quality, not just price.
87% of Nextdoor parents have purchased a product after first learning about it on the platform. 90% have discovered new products on Nextdoor. 91% have learned more about a product they saw there. (Source: Nextdoor Survey, US, February 2026)
That's a complete purchase funnel, and it plays out across categories. Lawn care and home improvement lead for product discovery, but the list extends through groceries, household essentials, health and wellness, personal care, baby and childcare products, and pet products. For brands in any of these spaces, Nextdoor parents aren't a reach play. They're a conversion play.
55% say they'll use more digital tools for shopping in the coming year, and 51% say they'll try new brands more frequently. That's an unusually high openness to new discovery for a relatively high-income, high-intent audience. (Source: Nextdoor Survey, US, December 2025) Morning Consult's research on parent consumer behavior has similarly found that parents with multiple children show stronger brand-switching behavior in categories tied to household value, particularly during economic uncertainty — which makes platform-level trust a meaningful differentiator.
97% of Nextdoor parents said they're interested in supporting more local businesses in the coming year. That preference runs deep and it shapes how they respond to advertising. They want to feel like a brand is part of their community, not just broadcasting at them. (Source: Nextdoor Survey, US, December 2025)
For national advertisers, this is the argument for localization at scale. The brands that perform best on Nextdoor are the ones that feel like they belong in a neighborhood, whether that's through local creative, neighborhood-relevant messaging, or campaigns tied to community moments.
60% of Nextdoor parents say they're typically responsible for deciding where their household purchases meals — 25% more likely than parents overall. That's a meaningful concentration of decision-making authority. (Source: Nextdoor Survey, US, October 2025)
And it's responsive to Nextdoor. 77% of Nextdoor parents considered purchasing from a QSR or casual dining restaurant because of a recommendation they saw on the platform. 75% did so because of an ad. The gap between those two numbers is nearly nonexistent. On Nextdoor, peer recommendations and brand advertising carry similar weight. That's rare. (Source: Nextdoor Survey, US, October 2025)
62% of Nextdoor parents said exercising more is a goal. 70% of those plan to track activity with a fitness tracker — 11% more likely than parents overall. Nearly half plan to purchase home gym equipment. For fitness brands, wearables, and wellness products, the intent signals here are strong and they're arriving before the purchase is made. (Source: Nextdoor Survey, US, December 2025)
The reason these numbers hold together is that Nextdoor isn't a place people go to be entertained or distracted. Parents come to Nextdoor to make decisions: who to hire, what to buy, which local business to trust. That context changes how advertising lands. It's not interruption. It's information at the moment someone is already looking for it.
For advertisers trying to reach parents, the case for Nextdoor isn't just the audience size or the income profile. It's that the platform is built around the kinds of decisions parents are already trying to make.
Want to explore the complete findings? This summary highlights key insights from our research, but there's much more to discover. For the full report with detailed data, additional audience segments, and strategic recommendations for your campaigns, reach out to Jacob Chavis, Customer Analytics & Insights Manager, at jchavis@nextdoor.com. Our team can help you apply these insights to reach high-intent neighbors at the moments that matter most.