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lifestages
- Marketing to Dads - UK - September 2011
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- Is there a gender divide in the childcare responsibilities that fathers assume?
- Do fathers prioritise work or family?
- Pester power has long been touted as a key purchase influencer, but in which sectors do fathers succumb to it the most and why?
- What role do trusted brands have to play in persuading parents to part with their cash?
For the purposes of this report, a Dad is a male over the age of 16 who has at least one child under the age of 16. Mintel estimates that there are 6.62 million fathers of children under the age of 16 living in the UK. Data from the Office for National Statistics show that 2% are single fathers.
Issues in the Market
Research methodology
Abbreviations
Executive Summary
What is it all about?
The impact of marriage on fatherhood
Figure 1: Types of family in the UK, by presence of children (dependent and non-dependent), 2010
Family finances
Figure 2: Age of youngest child at point that partner returned to work, June 2011
Part-time paternity?
Figure 3: Weekday and weekend child care responsibilities, June 2011
Dads still head of the household
The importance of branding in product purchase
Figure 4: Importance of buying trusted brands in selected sectors, June 2011
Demographic Overview of Fathers
Key points
The male population
Figure 5: Trends in the age structure of the UK male population, 2006-16
Number of fathers
Figure 6: Presence of children aged under 16 in the household, 2007-11 (men)
Trends in marriage and family composition
Figure 7: Trends in marriage, males aged 16+, 1971-2009
Figure 8: Types of family in the UK by presence of children (dependent and non-dependent), 2010
Employment statistics
Figure 9: Employment and unemployment, by gender, 2006-16
Parenthood and Employment
Key points
Age of children when partners return to work
Figure 10: Age of youngest child at point that you/your partner returned to work, June 2011
Reasons prompting partners to return to work
Figure 11: Important reasons for mums returning to work after having youngest child, June 2011
Money matters most
Younger dads prioritise wellbeing of mothers
Childcare Responsibilities
Key points
Women primary carer for children
Figure 12: Weekday and weekend childcare responsibilities, June 2011
Age determines level of responsibility
Weekend parenting for fathers who work full-time
Higher-income dads have more play time with children
Social Lives of Fathers
Key points
Dads enjoy more active social life than mums
Figure 13: Number of nights out in a typical month, June 2011
Social life stalls with smaller children
Babysitting duties
Figure 14: People most likely to look after children if fathers have a night out, by number of nights out June 2011
Younger dads rely more on family, friends and partner
Mums mind the children when dad goes out
The ideal day
Figure 15: Dads’ ideal waking day, June 2011
Social dads would spend more time with their friends
Figure 16: Dads’ ideal day, by number of nights out in a typical month, June 2011
Division of Parental Responsibilities
Key points
Employment determines division of childcare responsibilities
Figure 17: Division of responsibilities between parents, June 2011
The impact of employment
Dads’ discipline
Middle-aged fathers share childcare
Purchase Influences
Key points
Children are the biggest influence on parents
Figure 18: Factors most strongly influencing purchase of products for children, June 2011
Word of mouth
The impact of age
Figure 19: Factors most strongly influencing purchase of products for children, by age of children, June 2011
The importance of trusted brands
Figure 20: Importance of buying trusted brands in selected sectors, June 2011
Changes to Spending Habits and Attitudes
Key points
Changes to spending habits
Figure 21: Changes to spending habits since having children, June 2011
Age of children impact on fathers spending habits
Changes in attitudes since becoming a parent
Figure 22: Things that concern fathers more now than before they became parents, June 2011
Family financials
Thinking long-term
Younger fathers more relaxed.
Consumer Typologies
Key points
Figure 23: Consumer typologies, June 2011
Weekend Wonders (20%)
Who are they?
Partnership Parents (24%)
Who are they?
Disciplinarian Dads (34%)
Who are they?
Fretful Fathers (22%)
Who are they?
Appendix – Demographic Overview of Fathers
Figure 24: Trends in marriage amongst males aged 16+, 1971-2009
Figure 25: Types of family, by presence of children, UK, 2006-10
Demographic profile of fathers
Figure 26: Demographic profile of fathers of children under the age of 16 & 21, June 2011
Appendix – Parenthood and Employment
Age of children when partners return to work
Figure 27: Age of youngest child at point that partner returned to work, June 2011
Figure 28: Age of youngest child at point that partner returned to work, by demographics, June 2011
Reasons partners return to work
Figure 29: Reasons for partners’ return to work after having their youngest child, June 2011
Figure 30: Important reasons for partners’ return to work after having their youngest child, by demographics, June 2011
Figure 31: Important reasons for partners’ return to work after having their youngest child, by demographics, June 2011
Appendix – Childcare Responsibilities
Workdays
Figure 32: Childcare responsibilities on work days, by demographics, June 2011
Weekends
Figure 33: Childcare responsibilities on weekends, by demographics, June 2011
Appendix – Social Lives of Fathers
Nights out in a typical month
Figure 34: Number of nights out in a typical month, by demographics, June 2011
Childcare when dads go out
Figure 35: People most likely to look after children if fathers have a night out, by demographics, June 2011
Appendix – Division of Parental Responsibilities
Shared equally with partner
Figure 36: Responsibilities that the father shares equally with their partner, by demographics, June 2011
Figure 37: Responsibilities that the father shares equally with their partner, by demographics, June 2011
Mainly/only my partner or someone else
Figure 38: Responsibilities that are left only or mainly to their partner or someone else, by demographics, June 2011
Figure 39: Responsibilities that are left only or mainly to their partner or someone else, by demographics, June 2011
Appendix – Purchase Influences
Figure 40: Factors most strongly influencing purchase of products for children, by products, June 2011
Figure 41: Factors most strongly influencing purchase of products for children, by products, June 2011 (continued)
Appendix – Changes to Spending Habits and Attitudes
Figure 42: Changes to spending habits since having children, by demographics, June 2011
Figure 43: Responsibilities that are left only or mainly to their partner or someone else, by demographics, June 2011
Appendix – Consumer Typologies
Figure 44: Target groups, by demographics, June 2011
Figure 45: Target groups, by demographics, June 2011
Age of children when partners return to work
Figure 46: Age of youngest child at point that partner returned to work, by target groups, June 2011
Reasons prompting partners to return to work
Figure 47: Reasons for partners’ return to work after having their youngest child, by target groups June 2011
Childcare responsibilities
Figure 48: Childcare responsibilities, by target groups, June 2011
Number of nights out
Figure 49: Number of nights out in a typical month, by target groups, June 2011
Childcare when dads have nights out
Figure 50: People most likely to look after children if fathers have a night out, by target groups, June 2011
Division of responsibilities
Figure 51: Division of responsibilities between parents, by target groups, June 2011
Importance of trusted brands
Figure 52: Importance of trusted brands, by target groups, June 2011
Changes to spending habits
Figure 53: Changes to spending habits since having children, by target groups, June 2011
Changes to attitudes
Figure 54: Things that concern fathers more now than before they became parents, by target groups, June 2011
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