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It's interesting/non-intuitive to me that parents would be worth less than non-parents. I wonder: is that because they actually tend to spend less, or is it because more of the clicks are accidental ones, from when the kids get handed the phone?

But I guess that would apply more to display ads than to search ones, so I'm not sure. Confusing.

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My best guess is that for certain goods, people make purchasing decisions around major life events like getting married or becoming parents. If they have already crossed those thresholds those purchase patterns may be harder to unseat and replace, they may already be solving those new needs and have habits around existing brands.

My second guess is that DINKs have more disposable income.

Disposable income is Gross Income minus Taxes. A 2 parent family with 2 kids making the same as a DINK couple would have a lower tax burden and more disposable income, but the DINK couple almost certainly has more discretionary income, which money left after paying for necessities like housing, food, and medical care.

On the other hand, a 2 parent family with 2 kids is quite likely to not be making the same as a DINK couple.

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