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Marketing to Dads - US - August 2010

The extensive media attention that moms’ increasing influence over many aspects of family life has received in recent years has overshadowed a quiet revolution underway among dads. Just as moms are now exerting even greater control over traditionally male product categories such as cars and computers, dads are putting in more time caring for the kids and shopping for groceries. While the current recession, which has resulted in far greater job losses among men than women, has accelerated this shift in—and blurring of—traditional gender roles, the roots of the change are deeper than any short-term economic event.

For marketers interested in exploiting a largely untapped market, this report provides an introduction to the dads of today. Specifically it provides:

  • The demographics of fatherhood, ranging from their age, income, employment, marital status and the type of household in which they live
  • A look at which family activities are claiming more of dads’ time
  • A look at dads’ attitudes toward food, nutrition and shopping
  • An analysis of dads’ approach to shopping and how other members of the family influence his purchases
  • An update on dads’ rapid adoption of social media networks and a closer look at the small but growing world of dad blogs providing a window into dads’ changing roles and attitudes
  • Insight into dads’ relationships with their kids and their views on disciplining them
  • A discussion of the portrayal of dads in media and advertising and the limited number of marketers that target dads directly

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising Creative
              • Abbreviations and terms
              • Executive Summary

                • Who are the dads?
                  • How many dads?
                    • Dads and their families
                      • Working status of dads
                        • Sharing responsibility
                          • Dads and discipline
                            • Dads, food, nutrition, dining, and entertainment
                              • Dad goes shopping
                                • Dads’ relationships with their kids
                                  • Influence on family purchase decisions
                                    • Dads and family activities
                                      • Where dads get parenting information
                                        • Dads and social media
                                          • Dad advertising and promotion
                                            • Dads and gifts
                                              • Dads apart from their families
                                              • Insights and Opportunities

                                                • Striking the right tone
                                                  • The next generation
                                                    • The other 364 days
                                                      • Style points
                                                        • The gamekeeper
                                                        • Inspire Insights

                                                            • Trend: Resilience
                                                            • How Many Dads?

                                                              • Key points
                                                                • Nearly 68 million dads in U.S.
                                                                  • Figure 1: Male population, by age, 2005-15
                                                                • Current projections show steady, slow growth
                                                                  • Figure 2: U.S. population estimates and projections of children aged five and under, 2005-15
                                                              • Who Are the Dads?

                                                                • Key points
                                                                  • Dads cut broadly across demographic measures—no one typical dad
                                                                      • Figure 3: Dad demographics, by age of kids, November 2008-December 2009
                                                                    • Young dads have more kids at home
                                                                      • Figure 4: Dad demographics, by number of kids in household, November 2008-December 2009
                                                                    • Hispanic households more likely to have kids home
                                                                      • Figure 5: Households with children, by race and Hispanic origin of householder, 2009
                                                                  • Dads and Their Families

                                                                    • Key points
                                                                      • Families with kids making up smaller percentage of total households
                                                                        • Figure 6: Households, by presence of children under age 18, 1999-2009
                                                                      • Seven in 10 kids live with two parents, relatively few with a single dad
                                                                        • Figure 7: Living arrangements of children under age 18, 2009
                                                                      • Four married couples in 10 have kids at home
                                                                        • Figure 8: Married couples with kids, by age of householder, 2009
                                                                      • Gay dads
                                                                      • Working Status of Dads

                                                                        • Key points
                                                                          • More dads have more time for childcare
                                                                            • Figure 9: Incidence of stay-at-home dads, by dads and household income, June 2010
                                                                          • Women’s workplace and education gains play a role
                                                                            • Figure 10: Labor force participation rate of men and women, by age of youngest child, 2004-08
                                                                          • A widening education gap
                                                                            • The daddy track
                                                                            • Sharing Responsibility

                                                                              • Key points
                                                                                • Dads claim significant responsibility for parenting
                                                                                  • Figure 11: Attitudes towards sharing household and childrearing responsibilities, by dads and household income, June 2010
                                                                                • Shared responsibility increases with kids’ age
                                                                                  • Figure 12: Attitudes towards household and childrearing responsibilities, by dads and age of children in household, June 2010
                                                                                • Dads still less likely to shop for household maintenance items
                                                                                  • Figure 13: Incidence of shopping for household maintenance items, by gender and household income, June 2010
                                                                              • Dads and Discipline

                                                                                • Key points
                                                                                  • Disciplining beliefs occupy a middle ground between leniency and severity
                                                                                    • Moms appear more engaged in ongoing discipline
                                                                                      • Figure 14: Attitudes towards discipline, by gender, June 2010
                                                                                    • Lower income dads, more likely stay-at-home, more engaged in discipline
                                                                                      • Figure 15: Attitudes towards discipline, by dads and household income, June 2010
                                                                                    • Disciplining a learning experience for younger kids
                                                                                      • Figure 16: Attitudes towards discipline, by dads and age of children in the household, June 2010
                                                                                  • Dads, Food, Nutrition, Dining and Entertainment

                                                                                    • Key points
                                                                                      • Moms more focused on nutrition than dads
                                                                                        • But dads have influence
                                                                                          • Figure 17: Attitudes towards nutrition, by gender, June 2010
                                                                                        • Dads of younger kids more focused on nutrition
                                                                                          • Figure 18: Attitudes towards nutrition, by dads and age of children in the household, June 2010
                                                                                        • Dads, and moms, report cooking more at home
                                                                                          • Figure 19: Food, meal prep, and dining behaviors, by gender, June 2010
                                                                                        • Higher income dads more interested in organic, local
                                                                                          • Figure 20: Food, meal prep, and dining behaviors, by dads and household income, June 2010
                                                                                      • Dad Goes Shopping

                                                                                        • Key points
                                                                                          • Dads closing the gap in household shopping
                                                                                            • Spending more time looking for deals, reading labels
                                                                                              • Figure 21: Shopping behaviors, by gender, June 2010
                                                                                              • Figure 22: Shopping behaviors, by dads and household income, June 2010
                                                                                            • Dads less focused on environmental impact when shopping
                                                                                              • More likely to stick to the shopping list
                                                                                                • More likely to see themselves as a source of advice
                                                                                                  • Figure 23: Shopping preferences and attitudes, by gender, November 2008-December 2009
                                                                                              • Dads’ Relationships with Their Kids

                                                                                                • Key points
                                                                                                  • Moms and dads express similar attitudes concerning kid relationships
                                                                                                    • Figure 24: Attitudes concerning relationships with kids, by gender, June 2010
                                                                                                    • Figure 25: Attitudes concerning relationships with kids, by gender, November 2008-December 2009
                                                                                                • Influence on Family Purchase Decisions

                                                                                                  • Key points
                                                                                                    • A variety of influencers weigh in on family purchase decisions
                                                                                                        • Figure 26: Family purchases where respondent made decision, by gender and age of children in the household, June 2010
                                                                                                        • Figure 27: Family purchases where respondent and spouse made decision, by gender and age of children in the household, June 2010
                                                                                                        • Figure 28: Family purchases where kids and respondent made decision, by gender and age of children in the household, June 2010
                                                                                                        • Figure 29: Family purchases where respondent, spouse and kids made decision, by gender and age of children in the household, June 2010
                                                                                                        • Figure 30: Family purchases where kids made decision, by gender and age of children in the household, June 2010
                                                                                                        • Figure 31: Family purchases where spouse and kids made decision, by gender and age of children in the household, June 2010
                                                                                                    • Dads and Family Activities

                                                                                                      • Key points
                                                                                                        • Dads enjoy family life, but more willing to give up time with family to advance
                                                                                                          • Figure 32: Attitudes concerning family activities, by gender, November 2008-December 2009
                                                                                                        • Healthy and educational family activities on the rise
                                                                                                          • Dads spending more time with movies and video games
                                                                                                            • Figure 33: Activities with kids, by gender, June 2010
                                                                                                          • Dads with kids 6-11 most engaged in family activities
                                                                                                            • Figure 34: Activities with kids, by dads and age of children in the household, June 2010
                                                                                                          • Watching TV tops the list of shared activities for both dads and moms
                                                                                                            • Figure 35: Frequency of activities with just the kids, by gender, June 2010
                                                                                                          • Family meal prep an opportunity to connect with dads
                                                                                                            • Figure 36: Frequency of activities with the whole family, by gender, June 2010
                                                                                                        • Where Dads Get Parenting Information

                                                                                                          • Key points
                                                                                                            • Both moms and dads rely on familiar, well-established sources
                                                                                                              • Online sources trail books and magazines
                                                                                                                • Figure 37: Sources of parenting information, by gender, June 2010
                                                                                                              • Higher income dads look beyond family and friends
                                                                                                                • Figure 38: Sources of parenting information, by dads and household income, June 2010
                                                                                                              • Information sources shift as kids age
                                                                                                                • Figure 39: Sources of parenting information, by dads and age of children in the household, June 2010
                                                                                                            • Dads and Social Media

                                                                                                              • Key points
                                                                                                                • Dads becoming more socially networked but still trail moms
                                                                                                                  • Figure 40: Traditional and social media behaviors, by gender, June 2010
                                                                                                                  • Figure 41: Traditional and social media behaviors, by dads and the ages of children in the household, June 2010
                                                                                                                • Dad blogs: A voice for dads and a media vehicle in the making
                                                                                                                  • Humor, self-deprecation, playfulness common threads across the dad blogosphere
                                                                                                                    • DadLabs
                                                                                                                      • Rebel Dad
                                                                                                                        • DadCentric
                                                                                                                          • Daddy Dialectic
                                                                                                                          • Dad Advertising and Promotion

                                                                                                                            • Dads in ads… not always a flattering portrayal
                                                                                                                              • Figure 42: Target home electronics television ad, 2009
                                                                                                                              • Figure 43: Chevy Traverse television ad, 2010
                                                                                                                              • Figure 44: Fatherhood.gov television ad, 2009
                                                                                                                            • Pampers Daddy Play Date
                                                                                                                              • P&G’s Man of the House
                                                                                                                              • Dads and Gifts

                                                                                                                                • Key points
                                                                                                                                  • Dads’ spending on gifts for kids
                                                                                                                                    • Figure 45: What dads spend on kids’ gifts, by gender, June 2010
                                                                                                                                    • Figure 46: What dads spend on kids’ gifts, by dads and household income, June 2010
                                                                                                                                    • Figure 47: What dads spend on kids’ gifts, by dads and ages of children in the household, June 2010
                                                                                                                                  • What dads want for Father’s Day
                                                                                                                                    • Figure 48: Dads’ ideal Father’s Day gifts, by dads and household income, June 2010
                                                                                                                                  • Desired Father’s Day gifts vary by age
                                                                                                                                    • Figure 49: Dads’ ideal Father’s Day gifts, by age of dad, June 2010
                                                                                                                                • Dads Apart from Their Families

                                                                                                                                  • Time away from family becomes more precious
                                                                                                                                    • Figure 50: Frequency of dads’ activities apart from family, by dads and age of children in the household, June 2010
                                                                                                                                • Custom Consumer Groups

                                                                                                                                  • Younger and older dads and moms
                                                                                                                                    • Disciplining kids
                                                                                                                                      • Figure 51: Parents’ attitudes towards discipline, by gender and age, June 2010
                                                                                                                                    • Nutrition
                                                                                                                                      • Figure 52: Parents’ attitudes towards nutrition, by gender and age, June 2010
                                                                                                                                    • Relationships with kids
                                                                                                                                      • Figure 53: Parents’ attitudes towards relationships with kids, by gender and age, June 2010
                                                                                                                                  • Cluster Analysis

                                                                                                                                      • Easy-goers
                                                                                                                                        • Demographics
                                                                                                                                          • Characteristics
                                                                                                                                            • Opportunity
                                                                                                                                              • Deferrers
                                                                                                                                                • Demographics
                                                                                                                                                  • Characteristics
                                                                                                                                                    • Opportunity
                                                                                                                                                      • Discipliners
                                                                                                                                                        • Demographics
                                                                                                                                                          • Characteristics
                                                                                                                                                            • Opportunity
                                                                                                                                                              • Cluster characteristics
                                                                                                                                                                • Figure 54: Marketing to dads clusters, June 2010
                                                                                                                                                                • Figure 55: Attitudes toward parenting, by marketing to dads clusters, June 2010
                                                                                                                                                                • Figure 56: Dads’ ideal father’s day gifts, by marketing to dads clusters, June 2010
                                                                                                                                                              • Cluster demographics
                                                                                                                                                                • Figure 57: Marketing to dads clusters, by age group, June 2010
                                                                                                                                                                • Figure 58: Marketing to dads clusters, by household income group, June 2010
                                                                                                                                                              • Cluster methodology
                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                  • Figure 59: Food, meal prep, and dining behaviors, by dads and ages of children in the household, June 2010
                                                                                                                                                                  • Figure 60: Shopping behaviors, by dads and ages of children in the household, June 2010
                                                                                                                                                                  • Figure 61: Attitudes towards nutrition, by dads and household income, June 2010
                                                                                                                                                                  • Figure 62: Frequency of activities with just the kids, by dads and age of children in the household, June 2010
                                                                                                                                                                  • Figure 63: Frequency of activities with the whole family, by dads and ages of children in the household, June 2010
                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • National Retail Federation (NRF)
                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                • The New York Times Company
                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                • U.S. Bureau of the Census

                                                                                                                                                                Marketing to Dads - US - August 2010

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