Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Consumer survey data
- Advertising Creative
- Abbreviations and terms
Executive Summary
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- 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
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- Striking the right tone
- The next generation
- The other 364 days
- Style points
- The gamekeeper
Inspire Insights
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- Trend: Resilience
How Many Dads?
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- Key points
- Nearly 68 million dads in U.S.
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- Figure 1: Male population, by age, 2005-15
- Current projections show steady, slow growth
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- Figure 2: U.S. population estimates and projections of children aged five and under, 2005-15
Who Are the Dads?
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- Key points
- Dads cut broadly across demographic measures—no one typical dad
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- Figure 3: Dad demographics, by age of kids, November 2008-December 2009
- Young dads have more kids at home
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- Figure 4: Dad demographics, by number of kids in household, November 2008-December 2009
- Hispanic households more likely to have kids home
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- Figure 5: Households with children, by race and Hispanic origin of householder, 2009
Dads and Their Families
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- Key points
- Families with kids making up smaller percentage of total households
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- 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
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- Figure 7: Living arrangements of children under age 18, 2009
- Four married couples in 10 have kids at home
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- Figure 8: Married couples with kids, by age of householder, 2009
- Gay dads
Working Status of Dads
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- Key points
- More dads have more time for childcare
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- Figure 9: Incidence of stay-at-home dads, by dads and household income, June 2010
- Women’s workplace and education gains play a role
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- 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
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- Key points
- Dads claim significant responsibility for parenting
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- Figure 11: Attitudes towards sharing household and childrearing responsibilities, by dads and household income, June 2010
- Shared responsibility increases with kids’ age
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- 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
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- Figure 13: Incidence of shopping for household maintenance items, by gender and household income, June 2010
Dads and Discipline
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- Key points
- Disciplining beliefs occupy a middle ground between leniency and severity
- Moms appear more engaged in ongoing discipline
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- Figure 14: Attitudes towards discipline, by gender, June 2010
- Lower income dads, more likely stay-at-home, more engaged in discipline
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- Figure 15: Attitudes towards discipline, by dads and household income, June 2010
- Disciplining a learning experience for younger kids
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- Figure 16: Attitudes towards discipline, by dads and age of children in the household, June 2010
Dads, Food, Nutrition, Dining and Entertainment
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- Key points
- Moms more focused on nutrition than dads
- But dads have influence
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- Figure 17: Attitudes towards nutrition, by gender, June 2010
- Dads of younger kids more focused on nutrition
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- Figure 18: Attitudes towards nutrition, by dads and age of children in the household, June 2010
- Dads, and moms, report cooking more at home
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- Figure 19: Food, meal prep, and dining behaviors, by gender, June 2010
- Higher income dads more interested in organic, local
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- Figure 20: Food, meal prep, and dining behaviors, by dads and household income, June 2010
Dad Goes Shopping
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- Key points
- Dads closing the gap in household shopping
- Spending more time looking for deals, reading labels
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- Figure 21: Shopping behaviors, by gender, June 2010
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- 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
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- Figure 23: Shopping preferences and attitudes, by gender, November 2008-December 2009
Dads’ Relationships with Their Kids
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- Key points
- Moms and dads express similar attitudes concerning kid relationships
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- Figure 24: Attitudes concerning relationships with kids, by gender, June 2010
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- Figure 25: Attitudes concerning relationships with kids, by gender, November 2008-December 2009
Influence on Family Purchase Decisions
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- Key points
- A variety of influencers weigh in on family purchase decisions
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- 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
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- 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
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- 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
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- Key points
- Dads enjoy family life, but more willing to give up time with family to advance
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- 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
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- Figure 33: Activities with kids, by gender, June 2010
- Dads with kids 6-11 most engaged in family activities
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- 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
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- Figure 35: Frequency of activities with just the kids, by gender, June 2010
- Family meal prep an opportunity to connect with dads
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- Figure 36: Frequency of activities with the whole family, by gender, June 2010
Where Dads Get Parenting Information
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- Key points
- Both moms and dads rely on familiar, well-established sources
- Online sources trail books and magazines
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- Figure 37: Sources of parenting information, by gender, June 2010
- Higher income dads look beyond family and friends
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- Figure 38: Sources of parenting information, by dads and household income, June 2010
- Information sources shift as kids age
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- Figure 39: Sources of parenting information, by dads and age of children in the household, June 2010
Dads and Social Media
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- Key points
- Dads becoming more socially networked but still trail moms
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- Figure 40: Traditional and social media behaviors, by gender, June 2010
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- 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
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- Dads in ads… not always a flattering portrayal
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- Figure 42: Target home electronics television ad, 2009
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- 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
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- Key points
- Dads’ spending on gifts for kids
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- 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
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- 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
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- Figure 48: Dads’ ideal Father’s Day gifts, by dads and household income, June 2010
- Desired Father’s Day gifts vary by age
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- Figure 49: Dads’ ideal Father’s Day gifts, by age of dad, June 2010
Dads Apart from Their Families
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- Time away from family becomes more precious
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- Figure 50: Frequency of dads’ activities apart from family, by dads and age of children in the household, June 2010
Custom Consumer Groups
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- Younger and older dads and moms
- Disciplining kids
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- Figure 51: Parents’ attitudes towards discipline, by gender and age, June 2010
- Nutrition
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- Figure 52: Parents’ attitudes towards nutrition, by gender and age, June 2010
- Relationships with kids
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- Figure 53: Parents’ attitudes towards relationships with kids, by gender and age, June 2010
Cluster Analysis
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- Easy-goers
- Demographics
- Characteristics
- Opportunity
- Deferrers
- Demographics
- Characteristics
- Opportunity
- Discipliners
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 54: Marketing to dads clusters, June 2010
- Figure 55: Attitudes toward parenting, by marketing to dads clusters, June 2010
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- Figure 56: Dads’ ideal father’s day gifts, by marketing to dads clusters, June 2010
- Cluster demographics
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- 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
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- Figure 59: Food, meal prep, and dining behaviors, by dads and ages of children in the household, June 2010
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- Figure 60: Shopping behaviors, by dads and ages of children in the household, June 2010
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- Figure 61: Attitudes towards nutrition, by dads and household income, June 2010
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- Figure 62: Frequency of activities with just the kids, by dads and age of children in the household, June 2010
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- Figure 63: Frequency of activities with the whole family, by dads and ages of children in the household, June 2010
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Appendix: Trade Associations
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