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Lifestyles of Dads - UK - October 2013

“Today’s dads’ involvement in children’s lives will influence the attitudes of the next generation of parents and will shape their views on parenting and family life. Companies and brands play an instrumental role in painting a picture of what it means to be a father in modern Britain, especially considering shifting household dynamics and the increasing diversity of family types.”

Ina Mitskavets, Senior Consumer and Lifestyles Analyst

Some questions answered in this report include:

  • What role do dads assume in their families?
  • Is university education slipping off parents’ radar?
  • What motivates dads to encourage their kids’ extracurricular interests?
  • Do fathers use social media and technology to bond with their kids?

The younger generation has been particularly affected by the troubled economy, which means that parents continue worrying about their children’s futures. Fathers are especially likely to equate children’s future prosperity with going to university and getting a good job. Parents encourage their kids to take up a variety of extra-curricular activities in order to expand the options available to them once they leave the parental home.

This report examines how fathers’ hopes for the future of their dependents drive their encouragement of interests outside of the school syllabus. The report also looks at the growing influence of social media and the internet on parenting habits, research and purchases, as well as how dads use social media sites to interact with other parents and brands.

Definitions

The following demographic breaks are referred to throughout this report:
Traditional family: two married or cohabiting adults, living with their biological or adopted children aged 0-18
Single dad: a father who is not married or cohabiting with a partner, living with children aged 0-18
Blended family: two married or cohabiting adults, living with their biological or adopted children aged 0-18, with at least one child from a previous relationship (either the respondent’s child or the respondent’s partner’s child)

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Table of contents

  1. Introduction

      • Definitions
        • Methodology
          • Abbreviations
          • Executive Summary

              • Fathers give priority to children’s physical exercise
                • Figure 1: Fathers’ encouragement of children’s after-school activities, recreation and private education, June 2013
              • Having children increases demands on parents’ time
                • Figure 2: Attitudes towards parenting and personal time, June 2013
              • Mums overtake dads on social media
                • Figure 3: Activities done on social media sites in the past 3 months, June 2013
              • Dads are becoming more active online
                • Figure 4: Online activities done in the past three months, June 2013 and August 2012
              • What we think
              • Issues in the Market

                  • What role do dads assume in their families?
                    • Is university education slipping off parents’ radar?
                      • What motivates dads to encourage their kids’ extracurricular interests?
                        • Do fathers use social media and technology to bond with their kids?
                        • Trend Application

                            • Trend: Edutainment
                              • Trend: Who are the Joneses
                                • Mintel Futures: Generation Next
                                • Market Drivers

                                  • Key points
                                    • Trends in the age structure of the UK male population
                                      • Figure 5: Trends and projections of the age structure of the UK male population, 2008-18
                                    • Trends in mean age of becoming a father
                                      • Figure 6: Mean age of fatherhood, England and Wales, 1981-2011
                                    • Number of children raised by different types of families
                                      • Figure 7: Number of children in the household, by type of family, June 2013
                                    • Current living area
                                      • Figure 8: Current living area, by age of father, June 2013
                                    • Proportion of fathers in employment
                                      • Figure 9: Fathers’ current working situation, June 2013
                                    • Family support network
                                      • Figure 10: Family support network, June 2013
                                  • Division of Parental Responsibilities

                                    • Key points
                                      • Dads are becoming more hands-on when raising children
                                        • Figure 11: Division of childcare responsibilities between family members, June 2013
                                      • Dads’ responsibilities change with age
                                        • Figure 12: Childcare responsibilities that are usually taken care of by fathers, by age of fathers, June 2013
                                      • Blended and Single-parent families more likely to rely on close relatives
                                        • Figure 13: Childcare responsibilities that are usually taken care of by fathers, by family typology, June 2013
                                      • Dads with 5-9-year-olds are the most involved
                                        • Figure 14: Number of childcare tasks fathers are responsible for, by age of children, June 2013
                                    • Dads’ Aspirations for Children

                                      • Key points
                                        • Dads prioritise children’s happiness and confidence
                                          • Figure 15: Fathers’ aspirations for their children, June 2013
                                        • Strong link between university education and better job prospects
                                          • Figure 16: Percentage point difference to which dads in full-time employment are more likely than self-employed dads to have various aspirations for their children, June 2013
                                        • University-educated dads more likely to appreciate its benefits
                                          • Figure 17: Percentage point difference to which dads with university degrees are more likely than dads with GCSE/O-levels to have various aspirations for their children, June 2013
                                        • Is healthy lifestyle affordable?
                                          • Figure 18: Selected fathers’ aspirations for their children, by annual household income, June 2013
                                      • Children’s After-School Activities and Recreation

                                        • Key points
                                          • Over half of dads give priority to children’s physical exercise and activities
                                            • Figure 19: Fathers’ encouragement of children’s after-school activities, recreation and private education, June 2013
                                          • Over a fifth of dads with university degrees set up an education fund for children
                                            • Figure 20: Fathers’ encouragement of children’s after-school activities, recreation and private education, by father’s highest level of education, June 2013
                                          • Encouragement of activities rises with their affordability
                                            • Figure 21: Number of activities fathers encouraged their children to take up, by annual household income, June 2013
                                          • Dads’ involvement in childcare drives encouragement of children’s interests
                                            • Figure 22: Number of activities fathers encouraged their children to take up, by number of fathers’ childcare responsibilities, June 2013
                                          • Fathers push for a more rounded development of their children
                                            • Figure 23: Fathers’ encouragement of children’s after-school activities and recreation, by fathers’ aspiration for children to go to university, June 2013
                                            • Figure 24: Butchers at work – Whole Foods Meat Department, September 2013
                                        • Dads’ Segmentation – Attitudes towards Finances and Children’s Future

                                          • Key points
                                            • Over three quarters of dads will support their kids for as long as it takes
                                              • Figure 25: Attitudes towards finances and children’s future, June 2013
                                            • Fathers’ segmentation
                                              • Figure 26: Fathers’ segmentation, June 2013
                                            • Bank of Dad (41%)
                                              • Who are they?
                                                • Concerned Dads (33%)
                                                  • Who are they?
                                                    • Uninvolved Dads (26%)
                                                      • Who are they?
                                                        • Fathers’ aspirations for children
                                                          • Figure 27: Fathers’ aspirations for their children, by fathers’ typologies, June 2013
                                                        • Attitudes towards children’s future
                                                          • Figure 28: Attitudes towards finances and children’s future (any agree), by fathers’ typologies, June 2013
                                                        • Encouragement of activities outside of school
                                                          • Figure 29: Fathers’ encouragement of children’s after-school activities, by fathers’ typologies, June 2013
                                                      • Online Socialising Habits of Dads

                                                        • Key points
                                                          • Starting a family increases demands on parents’ time
                                                            • Figure 30: Attitudes towards parenting and personal time, June 2013
                                                          • YouTube – the modern day babysitter?
                                                            • Figure 31: Social media sites used at least weekly, June 2013
                                                          • Millennial dads are more actively engaged with social media
                                                            • Figure 32: Number of social media sites used weekly, by age of father, June 2013
                                                          • Mums outpace dads at social sharing
                                                            • Figure 33: Activities done on social media sites in the past 3 months, June 2013
                                                          • Facebook engagement lags behind that on Twitter and Google+
                                                            • Figure 34: Activities done on social media sites in the past 3 months, by social networks used weekly, June 2013
                                                          • Taking a ‘time-out’ from using technology
                                                            • Figure 35: Attitudes towards technology and social media, June 2013
                                                        • Online Engagement

                                                          • Key points
                                                            • Fathers are becoming more active online
                                                              • Figure 36: Online activities done in the past three months, June 2013 and August 2012
                                                            • Pent-up demand for holidays amongst dads working full-time
                                                              • Figure 37: Percentage point difference to which dads are more likely than mums to have done various online activities in the past three months, June 2013
                                                            • Younger dads more likely to do online research related to parenting
                                                              • Figure 38: Number of online activities done in the past three months, by age of fathers, June 2013
                                                          • Attitudes towards Children’s Use of Technology

                                                            • Key points
                                                              • Over a third of fathers are worried about kids’ safety online
                                                                • Figure 39: Attitudes towards children’s use of technology, June 2013
                                                              • Fathers of 5-9-year-olds show concerns about their online habits
                                                                • Figure 40: Selected attitudes towards children’s use of technology, by age of children, June 2013
                                                            • Appendix – Dads’ Demographics

                                                                • Figure 41: Dads’ demographics, June 2013
                                                                • Figure 42: Dad’s demographics, continued, June 2013
                                                                • Figure 43: Dads’ demographics, continued, June 2013
                                                                • Figure 44: Dads’ demographics, continued, June 2013
                                                                • Figure 45: Dads’ demographics, continued, June 2013
                                                                • Figure 46: Dads’ demographics, continued, June 2013
                                                                • Figure 47: Dads’ demographics, continued, June 2013
                                                                • Figure 48: Dads’ demographics, continued, June 2013
                                                            • Appendix – Division of Parental Responsibilities

                                                                • Figure 49: Division of responsibilities between parents – Cooking their meals, by demographics, June 2013
                                                                • Figure 50: Division of responsibilities between parents – Buying their clothes, by demographics, June 2013
                                                                • Figure 51: Division of responsibilities between parents – Buying them treats, by demographics, June 2013
                                                                • Figure 52: Division of responsibilities between parents – Buying electronic gadgets for them, by demographics, June 2013
                                                                • Figure 53: Division of responsibilities between parents – Tidying up after them, by demographics, June 2013
                                                                • Figure 54: Division of responsibilities between parents – Choosing their birthday/christmas presents, by demographics, June 2013
                                                                • Figure 55: Division of responsibilities between parents – Looking after them when they are not well, by demographics, June 2013
                                                                • Figure 56: Division of responsibilities between parents – Getting them to/from school, by demographics, June 2013
                                                                • Figure 57: Division of responsibilities between parents – Taking them to/from after-school activities, by demographics, June 2013
                                                                • Figure 58: Division of responsibilities between parents – Picking them up when they visit their friends, by demographics, June 2013
                                                                • Figure 59: Division of responsibilities between parents – Making sure they are bathed/teeth are brushed, by demographics, June 2013
                                                                • Figure 60: Division of responsibilities between parents – Helping them with homework, by demographics, June 2013
                                                                • Figure 61: Division of responsibilities between parents – Playing/doing activities with child(ren), by demographics, June 2013
                                                                • Figure 62: Division of responsibilities between parents – Disciplining them, by demographics, June 2013
                                                            • Appendix – Dads’ Aspirations for Children

                                                                • Figure 63: Most popular aspirations for children, by demographics, June 2013
                                                                • Figure 64: Next most popular aspirations for children, by demographics, June 2013
                                                                • Figure 65: Other aspirations for children, by demographics, June 2013
                                                            • Appendix – Children’s After-school Activities and Recreation

                                                                • Figure 66: Most popular children's recreation, by demographics, June 2013
                                                                • Figure 67: Next most popular children's recreation, by demographics, June 2013
                                                            • Appendix – Dads’ Segmentation – Attitudes towards Finances and Children’s Future

                                                                • Figure 68: Agreement with the statement ‘I worry about my child(ren)’s ability to live independently after they leave home’, by demographics, June 2013
                                                                • Figure 69: Agreement with the statement ‘I worry about my child(ren)’s future job prospects’, by demographics, June 2013
                                                                • Figure 70: Agreement with the statement ‘It’s important to teach children about managing money’, by demographics, June 2013
                                                                • Figure 71: Agreement with the statement ‘I am willing to support my child(ren) for as long as it takes’, by demographics, June 2013
                                                                • Figure 72: Agreement with the statement ‘It’s worth spending more to send children to the best school/university’, by demographics, June 2013
                                                                • Figure 73: Agreement with the statement ‘Having a private education improves a child’s job prospects in later life’, by demographics, June 2013
                                                              • Dads’ segmentation
                                                                • Figure 74: Target groups, by demographics, June 2013
                                                                • Figure 75: Dads' attitudes, by target groups, June 2013
                                                                • Figure 76: Division of responsibilities between parents, by target groups, June 2013
                                                                • Figure 77: Children's recreation, by target groups, June 2013
                                                                • Figure 78: Aspirations for children, by target groups, June 2013
                                                                • Figure 79: Social media sites used weekly, by target groups, June 2013
                                                                • Figure 80: Activities done on social media sites in the past 3 months, by target groups, June 2013
                                                                • Figure 81: Online activities done in the past 3 months, by target groups, June 2013
                                                                • Figure 82: Attitudes towards children's use of technology, by target groups, June 2013
                                                            • Appendix – Online Socialising Habits of Dads

                                                                • Figure 83: Agreement with the statement ‘A parent’s job is never done’, by demographics, June 2013
                                                                • Figure 84: Agreement with the statement ‘Social media makes it easier to connect with other parents’, by demographics, June 2013
                                                                • Figure 85: Agreement with the statement ‘Social media helps me stay more connected to my child(ren)’, by demographics, June 2013
                                                                • Figure 86: Agreement with the statement ‘It’s important to plan regular family activities outside to take a break from using technology’, by demographics, June 2013
                                                                • Figure 87: Agreement with the statement ‘I feel I have less in common with my friends who are not parents’, by demographics, June 2013
                                                                • Figure 88: Agreement with the statement ‘I don’t have as much time to be involved in my child(ren)’s lives as I’d like’, by demographics, June 2013
                                                                • Figure 89: Agreement with the statement ‘I don't have much time to socialise regularly with my/partner's friends outside of home’, by demographics, June 2013
                                                                • Figure 90: Most popular social media sites used weekly, by demographics, June 2013
                                                                • Figure 91: Next most popular social media sites used weekly, by demographics, June 2013
                                                                • Figure 92: Most popular activities done on social media sites in the past 3 months, by demographics, June 2013
                                                                • Figure 93: Next most popular activities done on social media sites in the past 3 months, by demographics, June 2013
                                                                • Figure 94: Other activities done on social media sites in the past 3 months, by demographics, June 2013
                                                            • Appendix – Online Engagement

                                                                • Figure 95: Most popular online activities done in the past 3 months, by demographics, June 2013
                                                                • Figure 96: Next most popular online activities done in the past 3 months, by demographics, June 2013
                                                            • Appendix – Attitudes towards Children’s Use of Technology

                                                                • Figure 97: Most popular attitudes towards children's use of technology, by demographics, June 2013
                                                                • Figure 98: Next most popular attitudes towards children's use of technology, by demographics, June 2013

                                                            Companies Covered

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                                                            Lifestyles of Dads - UK - October 2013

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