Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Lifestyles of Dads - UK - October 2012

“Whilst more mums classify themselves as breadwinners in their families, the opposite trend is also coming to the fore. As there are more stay-at-home mums, dads are adjusting to coping with increasing work pressures and staying connected with their offspring.”

– Ina Mitskavets, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • How do partners share responsibilities in today's British families?
  • How does household income impact on family leisure?
  • Are single dads less connected with their children?
  • What are dads' spending priorities?
  • Will mobile apps become essential to parenting?
  • How do dads' lifestyle and priorities change after becoming a parent?
  • What sources do dads consult when they need advice on parenting?

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Introduction

      • Methodology
        • Abbreviations
        • Executive Summary

            • Parents’ age at childbirth
              • Figure 1: Live births, by age group of mother and father, England and Wales, 2010
            • Reasons that mothers return to work
              • Figure 2: Reasons for going back to work, August 2012
            • Single dads more likely to switch to cheaper alternatives
              • Figure 3: Categories where spending was switched to cheaper alternatives for children, by marital status, August 2012
            • Strict, but fair dads
              • Figure 4: Parenting habits, August 2012
            • Dads are keen researchers of family activities
              • Figure 5: Online activities related to parenting done in the past three months, August 2012
          • Issues in the Market

              • How do partners share responsibilities in today's British families?
                • How does household income impact on family leisure?
                  • Are single dads less connected with their children?
                  • Trend Application

                      • Trend: Survival Skills
                        • Trend: Life Hacking
                          • 2015 Trend: Access Anything, Anywhere
                          • Demographic Overview

                            • Key points
                              • Age structure and growth projections
                                • Figure 6: Trends in the age structure of the UK male population, 2007-17
                              • Mothers’ and fathers’ age at childbirth
                                • Figure 7: Live births, by age group of mother and father, England and Wales, 2010
                              • Trends in UK adult population lifestages
                                • Figure 8: UK adult population trends, by lifestage, 2007-17
                              • UK family types
                                • Figure 9: Parental structure of UK families, 2011
                            • Parenthood and Employment

                              • Key points
                                • 2.4 million mothers return to work before child’s first birthday
                                  • Figure 10: Age of child when partner went back to work, August 2012
                                • Family finances play a role in decisions about going back to work
                                  • Figure 11: Families where mothers didn’t go back to work, by household income and housing situation, August 2012
                                • High costs of childcare a disincentive for women to return to work
                                  • Figure 12: Influence of cost of childcare on decision not to go back to work after having a child, by gender, August 2012
                                • Staying at home with the baby not an affordable option
                                  • Figure 13: Reasons for going back to work, by gender, August 2012
                              • Family Spending Habits

                                • Key points
                                  • Fathers bring home the bacon
                                    • Figure 14: Main income earner and financial decision-maker status, August 2012
                                  • Younger dads make most financial decisions
                                    • Figure 15: Who makes financial decisions in the household, by age of dad, August 2012
                                  • Families continue spending more on essentials
                                    • Figure 16: Changes in spending over the past year, August 2012
                                  • Families feel the impact of the downturn
                                    • Figure 17: Impact of the economic downturn, by presence of children in the household, August 2012
                                  • Older fathers less likely to switch to cheaper alternatives
                                    • Figure 18: Categories where spending was switched to cheaper alternatives, August 2012
                                  • Single dads forced to compromise
                                    • Figure 19: Categories where spending was switched to cheaper alternatives for children, by marital status, August 2012
                                  • Nearly two thirds of 16-34-year-old dads switched to cheaper products
                                    • Figure 20: Number of categories where spending was switched to cheaper alternatives, August 2012
                                  • Dads take a backseat
                                    • Figure 21: Top ten things that extra money is spent on, by gender, August 2012
                                • Changes in Family Lifestyle

                                  • Key points
                                    • Heightened interest in healthy living
                                      • Figure 22: Changes in lifestyle after becoming a parent, August 2012
                                    • Desire for healthy lifestyle doesn’t always translate into reality
                                      • Figure 23: Attitudes towards healthy lifestyles, by presence of children in the household, August 2012
                                    • Housing dilemmas for young families
                                      • Figure 24: Changes in lifestyle after becoming a parent, by age of dad, August 2012
                                    • More financial optimism amongst younger dads
                                      • Figure 25: Changes in sentiment about financial security after becoming a parent, by age of dad, August 2012
                                    • Taking care of little ones brings couples closer
                                      • Figure 26: Changes in lifestyle compared with a year ago, August 2012
                                  • Parenting and Family Leisure

                                    • Key points
                                      • Dinner as a family occasion
                                        • Figure 27: Parenting habits, August 2012
                                      • Parents resist pester power
                                        • Figure 28: Parenting habits, August 2012
                                      • Strict, but fair parenting
                                        • Figure 29: Parenting habits, by age of children, August 2012
                                      • Dads put more focus on work rather than family life
                                        • Figure 30: Family leisure habits, August 2012
                                      • Single dads more connected with their children
                                        • Figure 31: Family leisure habits, by marital status, August 2012
                                      • Lower-means families more reliant on TV for entertainment
                                        • Figure 32: Family leisure habits, by household income, August 2012
                                      • Home-making less of a calling for dads
                                        • Figure 33: Attitudes towards being a stay-at-home parent, by gender, August 2012
                                    • Online Activities Related to Parenting

                                      • Key points
                                        • Dads match mums in researching family activities
                                          • Figure 34: Online activities related to parenting done in the past three months, August 2012
                                        • ABC1 dads more engaged online
                                          • Figure 35: Online activities related to parenting done in the past three months, by socio-economic group, August 2012
                                        • Mums turn to the internet more often for help with parenting
                                          • Figure 36: Number of online activities related to parenting, by gender, August 2012
                                      • Mobile Ownership and Apps Use Related to Parenting

                                        • Key points
                                          • Smartphone ownership correlates with income
                                            • Figure 37: Mobile phone ownership, by gender, August 2012
                                          • Younger dads lead adoption of mobile apps
                                            • Figure 38: Use of mobile apps related to parenting, August 2012
                                          • Apps more useful for dads with younger children
                                            • Figure 39: Number of mobile apps related to parenting already used, by age of children, August 2012
                                          • Smartphone ownership drives interest in parenting apps
                                            • Figure 40: Number of mobile apps related to parenting that fathers are interested in using, by age of children, August 2012
                                        • Sources of Advice About Parenting

                                          • Key points
                                            • Dads rely heavily on word-of-mouth advice
                                              • Figure 41: Sources of information on parenting, August 2012
                                              • Figure 42: Kiddy child safety range creative, January 2012
                                              • Figure 43: Philips Avent natural feeding bottle range, January 2012
                                              • Figure 44: easyJet short-haul creative, February 2011
                                            • Less experienced dads consult more sources
                                              • Figure 45: Top seven sources of information on parenting consulted weekly, by age of children, August 2012
                                          • Attitudes towards Modern Parenting

                                            • Key points
                                              • Halo effect in attitudes towards shared responsibilities
                                                • Figure 46: Attitudes towards modern parenting, August 2012
                                              • Older dads more suspicious of children’s tech habits
                                                • Figure 47: Selected attitudes towards modern parenting, by age of dad, August 2012
                                            • Dads’ Typologies

                                              • Key points
                                                • Figure 48: Dads’ typologies, August 2012
                                              • Breadwinner Dads (43%)
                                                • Who are they?
                                                  • Involved Dads (38%)
                                                    • Who are they?
                                                      • Strict Dads (19%)
                                                        • Who are they?
                                                        • Appendix – Parenthood and Employment

                                                            • Figure 49: Most popular reasons for going back to work, by detailed demographics, August 2012
                                                            • Figure 50: Next most popular reasons for going back to work, by detailed demographics, August 2012
                                                        • Appendix – Changes in Family Lifestyle

                                                            • Figure 51: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                            • Figure 52: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                            • Figure 53: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                            • Figure 54: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                            • Figure 55: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                            • Figure 56: Changes in lifestyle after becoming a parent, by detailed demographics, August 2012
                                                            • Figure 57: Changes in healthier diet/less healthy diet lifestyle compared with a year ago, by detailed demographics, August 2012
                                                            • Figure 58: Changes in more environmentally friendly habits/less environmentally friendly habits lifestyle compared with a year ago, by detailed demographics, August 2012
                                                            • Figure 59: Changes in more active lifestyle/less active lifestyle compared with a year ago, by detailed demographics, August 2012
                                                            • Figure 60: Changes in more time together/less time together lifestyle compared with a year ago, by detailed demographics, August 2012
                                                            • Figure 61: Changes in busier lifestyle/more relaxed lifestyle compared with a year ago, by detailed demographics, August 2012
                                                            • Figure 62: Changes in more disposable income/less disposable income lifestyle compared with a year ago, by detailed demographics, August 2012
                                                            • Figure 63: Changes in more stress/less stress lifestyle compared with a year ago, by detailed demographics, August 2012
                                                            • Figure 64: Changes in happier partnership/relationship/less happy partnership/relationship lifestyle compared with a year ago, by detailed demographics, August 2012
                                                        • Appendix – Parenting and Family Leisure

                                                            • Figure 65: Most popular parenting habits, by detailed demographics, August 2012
                                                            • Figure 66: Next most popular parenting habits, by detailed demographics, August 2012
                                                            • Figure 67: Other parenting habits, by detailed demographics, August 2012
                                                            • Figure 68: Most popular family leisure habits, by detailed demographics, August 2012
                                                            • Figure 69: Next most popular family leisure habits, by detailed demographics, August 2012
                                                        • Appendix – Family Spending Habits

                                                            • Figure 70: Main income earner status, by detailed demographics, August 2012
                                                            • Figure 71: Main financial decision-maker status, by detailed demographics, August 2012
                                                            • Figure 72: Changes in food (in-home) spending over the past year, by detailed demographics, August 2012
                                                            • Figure 73: Changes in food (eating out and takeaways) spending over the past year, by detailed demographics, August 2012
                                                            • Figure 74: Changes in drink (alcoholic) spending over the past year, by detailed demographics, August 2012
                                                            • Figure 75: Changes in drink (non-alcoholic) spending over the past year, by detailed demographics, August 2012
                                                            • Figure 76: Changes in childcare costs spending over the past year, by detailed demographics, August 2012
                                                            • Figure 77: Changes in personal care (cosmetics, toiletries) spending over the past year, by detailed demographics, August 2012
                                                            • Figure 78: Changes in healthcare products (medicines, vitamins) spending over the past year, by detailed demographics, August 2012
                                                            • Figure 79: Changes in clothing and accessories spending over the past year, by detailed demographics, August 2012
                                                            • Figure 80: Changes in technology and communications spending over the past year, by detailed demographics, August 2012
                                                            • Figure 81: Changes in entertainment/leisure spending over the past year, by detailed demographics, August 2012
                                                            • Figure 82: Changes in home and garden spending over the past year, by detailed demographics, August 2012
                                                            • Figure 83: Changes in transport spending over the past year, by detailed demographics, August 2012
                                                            • Figure 84: Changes in house spending over the past year, by detailed demographics, August 2012
                                                            • Figure 85: Changes in holidays spending over the past year, by detailed demographics, August 2012
                                                            • Figure 86: Most popular categories where spending was switched to cheaper alternatives for children, by detailed demographics, August 2012
                                                            • Figure 87: Next most popular categories where spending was switched to cheaper alternatives for children, by detailed demographics, August 2012
                                                            • Figure 88: Repertoire of categories where spending was switched to cheaper alternatives for children, by detailed demographics, August 2012
                                                            • Figure 89: Most popular categories where spending was switched to cheaper alternatives for yourselves, by detailed demographics, August 2012
                                                            • Figure 90: Next most popular categories where spending was switched to cheaper alternatives for yourselves, by detailed demographics, August 2012
                                                            • Figure 91: Repertoire of categories where spending was switched to cheaper alternatives for yourselves, by detailed demographics, August 2012
                                                            • Figure 92: Most popular what extra money is spent on, by detailed demographics, August 2012
                                                            • Figure 93: Next most popular what extra money is spent on, by detailed demographics, August 2012
                                                            • Figure 94: Other what extra money is spent on, by detailed demographics, August 2012
                                                            • Figure 95: Least popular what extra money is spent on, by detailed demographics, August 2012
                                                        • Appendix – Online Activities Related to Parenting

                                                            • Figure 96: Most popular online activities related to parenting, by detailed demographics, August 2012
                                                            • Figure 97: Next most popular online activities related to parenting, by detailed demographics, August 2012
                                                            • Figure 98: Repertoire of online activities related to parenting, by detailed demographics, August 2012
                                                        • Appendix – Mobile Ownership and Apps Related to Parenting

                                                            • Figure 99: Mobile phone ownership, by detailed demographics, August 2012
                                                            • Figure 100: Use of mobile apps related to parenting, by detailed demographics, August 2012
                                                            • Figure 101: Use of mobile apps related to parenting, by detailed demographics, August 2012
                                                            • Figure 102: Use of mobile apps related to parenting, by detailed demographics, August 2012
                                                            • Figure 103: Use of mobile apps related to parenting, by detailed demographics, August 2012
                                                            • Figure 104: Repertoire of use of mobile apps related to parenting, by detailed demographics, August 2012
                                                        • Appendix – Sources of Advice About Parenting

                                                            • Figure 105: Most popular sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
                                                            • Figure 106: Next most popular sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
                                                            • Figure 107: Repertoire of sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
                                                        • Appendix – Attitudes towards Modern Parenting

                                                            • Figure 108: Most popular attitudes towards modern parenting, by detailed demographics, August 2012
                                                            • Figure 109: Next most popular attitudes towards modern parenting, by detailed demographics, August 2012
                                                        • Appendix – Dads’ Typologies

                                                            • Figure 110: Target groups, by detailed demographics, August 2012
                                                            • Figure 111: Main income earner status, by target groups, August 2012
                                                            • Figure 112: Main financial decision-maker status, by target groups, August 2012
                                                            • Figure 113: Age of child when mother went back to work, by target groups, August 2012
                                                            • Figure 114: Reasons for going back to work, by target groups, August 2012
                                                            • Figure 115: Changes in lifestyle after becoming a parent, by target groups, August 2012
                                                            • Figure 116: Changes in lifestyle compared with a year ago, by target groups, August 2012
                                                            • Figure 117: Parenting habits, by target groups, August 2012
                                                            • Figure 118: Family leisure habits, by target groups, August 2012
                                                            • Figure 119: Changes in spending over the past year, by target groups, August 2012
                                                            • Figure 120: Categories where spending was switched to cheaper alternatives, by target groups, August 2012
                                                            • Figure 121: Categories where spending was switched to cheaper alternatives, by target groups, August 2012
                                                            • Figure 122: What extra money is spent on, by target groups, August 2012
                                                            • Figure 123: Online activities related to parenting, by target groups, August 2012
                                                            • Figure 124: Mobile phone ownership, by target groups, August 2012
                                                            • Figure 125: Use of mobile apps related to parenting, by target groups, August 2012
                                                            • Figure 126: Sources of information on parenting, by target groups, August 2012
                                                            • Figure 127: Attitudes towards modern parenting, by target groups, August 2012

                                                        Lifestyles of Dads - UK - October 2012

                                                        US $2,648.76 (Excl.Tax)