Table of Contents
Executive Summary
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- Parents’ age at childbirth
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- Figure 1: Live births, by age group of mother and father, England and Wales, 2010
- Reasons that mothers return to work
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- Figure 2: Reasons for going back to work, August 2012
- Single dads more likely to switch to cheaper alternatives
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- Figure 3: Categories where spending was switched to cheaper alternatives for children, by marital status, August 2012
- Strict, but fair dads
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- Figure 4: Parenting habits, August 2012
- Dads are keen researchers of family activities
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- Figure 5: Online activities related to parenting done in the past three months, August 2012
Issues in the Market
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- 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
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- Trend: Survival Skills
- Trend: Life Hacking
- 2015 Trend: Access Anything, Anywhere
Demographic Overview
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- Key points
- Age structure and growth projections
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- Figure 6: Trends in the age structure of the UK male population, 2007-17
- Mothers’ and fathers’ age at childbirth
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- Figure 7: Live births, by age group of mother and father, England and Wales, 2010
- Trends in UK adult population lifestages
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- Figure 8: UK adult population trends, by lifestage, 2007-17
- UK family types
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- Figure 9: Parental structure of UK families, 2011
Parenthood and Employment
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- Key points
- 2.4 million mothers return to work before child’s first birthday
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- 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
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- 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
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- 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
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- Figure 13: Reasons for going back to work, by gender, August 2012
Family Spending Habits
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- Key points
- Fathers bring home the bacon
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- Figure 14: Main income earner and financial decision-maker status, August 2012
- Younger dads make most financial decisions
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- Figure 15: Who makes financial decisions in the household, by age of dad, August 2012
- Families continue spending more on essentials
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- Figure 16: Changes in spending over the past year, August 2012
- Families feel the impact of the downturn
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- 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
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- Figure 18: Categories where spending was switched to cheaper alternatives, August 2012
- Single dads forced to compromise
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- 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
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- Figure 20: Number of categories where spending was switched to cheaper alternatives, August 2012
- Dads take a backseat
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- Figure 21: Top ten things that extra money is spent on, by gender, August 2012
Changes in Family Lifestyle
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- Key points
- Heightened interest in healthy living
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- Figure 22: Changes in lifestyle after becoming a parent, August 2012
- Desire for healthy lifestyle doesn’t always translate into reality
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- Figure 23: Attitudes towards healthy lifestyles, by presence of children in the household, August 2012
- Housing dilemmas for young families
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- Figure 24: Changes in lifestyle after becoming a parent, by age of dad, August 2012
- More financial optimism amongst younger dads
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- 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
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- Figure 26: Changes in lifestyle compared with a year ago, August 2012
Parenting and Family Leisure
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- Key points
- Dinner as a family occasion
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- Figure 27: Parenting habits, August 2012
- Parents resist pester power
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- Figure 28: Parenting habits, August 2012
- Strict, but fair parenting
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- Figure 29: Parenting habits, by age of children, August 2012
- Dads put more focus on work rather than family life
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- Figure 30: Family leisure habits, August 2012
- Single dads more connected with their children
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- Figure 31: Family leisure habits, by marital status, August 2012
- Lower-means families more reliant on TV for entertainment
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- Figure 32: Family leisure habits, by household income, August 2012
- Home-making less of a calling for dads
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- Figure 33: Attitudes towards being a stay-at-home parent, by gender, August 2012
Online Activities Related to Parenting
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- Key points
- Dads match mums in researching family activities
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- Figure 34: Online activities related to parenting done in the past three months, August 2012
- ABC1 dads more engaged online
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- 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
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- Figure 36: Number of online activities related to parenting, by gender, August 2012
Mobile Ownership and Apps Use Related to Parenting
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- Key points
- Smartphone ownership correlates with income
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- Figure 37: Mobile phone ownership, by gender, August 2012
- Younger dads lead adoption of mobile apps
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- Figure 38: Use of mobile apps related to parenting, August 2012
- Apps more useful for dads with younger children
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- Figure 39: Number of mobile apps related to parenting already used, by age of children, August 2012
- Smartphone ownership drives interest in parenting apps
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- 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
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- Key points
- Dads rely heavily on word-of-mouth advice
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- Figure 41: Sources of information on parenting, August 2012
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- Figure 42: Kiddy child safety range creative, January 2012
- Figure 43: Philips Avent natural feeding bottle range, January 2012
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- Figure 44: easyJet short-haul creative, February 2011
- Less experienced dads consult more sources
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- Figure 45: Top seven sources of information on parenting consulted weekly, by age of children, August 2012
Attitudes towards Modern Parenting
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- Key points
- Halo effect in attitudes towards shared responsibilities
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- Figure 46: Attitudes towards modern parenting, August 2012
- Older dads more suspicious of children’s tech habits
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- Figure 47: Selected attitudes towards modern parenting, by age of dad, August 2012
Dads’ Typologies
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- Key points
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- 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
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- 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
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Appendix – Changes in Family Lifestyle
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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Appendix – Parenting and Family Leisure
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- Figure 65: Most popular parenting habits, by detailed demographics, August 2012
- Figure 66: Next most popular parenting habits, by detailed demographics, August 2012
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- Figure 67: Other parenting habits, by detailed demographics, August 2012
- Figure 68: Most popular family leisure habits, by detailed demographics, August 2012
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- Figure 69: Next most popular family leisure habits, by detailed demographics, August 2012
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Appendix – Family Spending Habits
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- Figure 70: Main income earner status, by detailed demographics, August 2012
- Figure 71: Main financial decision-maker status, by detailed demographics, August 2012
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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Appendix – Online Activities Related to Parenting
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- 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
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- Figure 98: Repertoire of online activities related to parenting, by detailed demographics, August 2012
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Appendix – Mobile Ownership and Apps Related to Parenting
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- Figure 99: Mobile phone ownership, by detailed demographics, August 2012
- Figure 100: Use of mobile apps related to parenting, by detailed demographics, August 2012
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- 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
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- 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
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Appendix – Sources of Advice About Parenting
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- 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
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- Figure 107: Repertoire of sources of information on parenting consulted at least weekly, by detailed demographics, August 2012
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Appendix – Attitudes towards Modern Parenting
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- 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
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Appendix – Dads’ Typologies
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- Figure 110: Target groups, by detailed demographics, August 2012
- Figure 111: Main income earner status, by target groups, August 2012
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- 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
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- 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
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- Figure 116: Changes in lifestyle compared with a year ago, by target groups, August 2012
- Figure 117: Parenting habits, by target groups, August 2012
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- Figure 118: Family leisure habits, by target groups, August 2012
- Figure 119: Changes in spending over the past year, by target groups, August 2012
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- 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
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- 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
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- Figure 124: Mobile phone ownership, by target groups, August 2012
- Figure 125: Use of mobile apps related to parenting, by target groups, August 2012
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- Figure 126: Sources of information on parenting, by target groups, August 2012
- Figure 127: Attitudes towards modern parenting, by target groups, August 2012
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