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)
Methodology
Mintel conducted online consumer research in June 2013 on a sample of 1,500 male internet users aged 16+ with children aged 0-18 who may or may not live with them.
In August 2013, Mintel conducted an online focus group to further investigate attitudes of dads towards their children’s future and education, dads’ social media habits, and their attitudes towards using technology.
