Table of Contents
Executive Summary
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- Fathers give priority to children’s physical exercise
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- Figure 1: Fathers’ encouragement of children’s after-school activities, recreation and private education, June 2013
- Having children increases demands on parents’ time
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- Figure 2: Attitudes towards parenting and personal time, June 2013
- Mums overtake dads on social media
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- Figure 3: Activities done on social media sites in the past 3 months, June 2013
- Dads are becoming more active online
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- Figure 4: Online activities done in the past three months, June 2013 and August 2012
- What we think
Issues in the Market
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- What role do dads assume in their families?
- Is university education slipping off parents’ radar?
- What motivates dads to encourage their kids’ extracurricular interests?
- Do fathers use social media and technology to bond with their kids?
Trend Application
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- Trend: Edutainment
- Trend: Who are the Joneses
- Mintel Futures: Generation Next
Market Drivers
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- Key points
- Trends in the age structure of the UK male population
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- Figure 5: Trends and projections of the age structure of the UK male population, 2008-18
- Trends in mean age of becoming a father
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- Figure 6: Mean age of fatherhood, England and Wales, 1981-2011
- Number of children raised by different types of families
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- Figure 7: Number of children in the household, by type of family, June 2013
- Current living area
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- Figure 8: Current living area, by age of father, June 2013
- Proportion of fathers in employment
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- Figure 9: Fathers’ current working situation, June 2013
- Family support network
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- Figure 10: Family support network, June 2013
Division of Parental Responsibilities
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- Key points
- Dads are becoming more hands-on when raising children
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- Figure 11: Division of childcare responsibilities between family members, June 2013
- Dads’ responsibilities change with age
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- Figure 12: Childcare responsibilities that are usually taken care of by fathers, by age of fathers, June 2013
- Blended and Single-parent families more likely to rely on close relatives
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- Figure 13: Childcare responsibilities that are usually taken care of by fathers, by family typology, June 2013
- Dads with 5-9-year-olds are the most involved
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- Figure 14: Number of childcare tasks fathers are responsible for, by age of children, June 2013
Dads’ Aspirations for Children
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- Key points
- Dads prioritise children’s happiness and confidence
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- Figure 15: Fathers’ aspirations for their children, June 2013
- Strong link between university education and better job prospects
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- Figure 16: Percentage point difference to which dads in full-time employment are more likely than self-employed dads to have various aspirations for their children, June 2013
- University-educated dads more likely to appreciate its benefits
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- Figure 17: Percentage point difference to which dads with university degrees are more likely than dads with GCSE/O-levels to have various aspirations for their children, June 2013
- Is healthy lifestyle affordable?
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- Figure 18: Selected fathers’ aspirations for their children, by annual household income, June 2013
Children’s After-School Activities and Recreation
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- Key points
- Over half of dads give priority to children’s physical exercise and activities
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- Figure 19: Fathers’ encouragement of children’s after-school activities, recreation and private education, June 2013
- Over a fifth of dads with university degrees set up an education fund for children
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- Figure 20: Fathers’ encouragement of children’s after-school activities, recreation and private education, by father’s highest level of education, June 2013
- Encouragement of activities rises with their affordability
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- Figure 21: Number of activities fathers encouraged their children to take up, by annual household income, June 2013
- Dads’ involvement in childcare drives encouragement of children’s interests
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- Figure 22: Number of activities fathers encouraged their children to take up, by number of fathers’ childcare responsibilities, June 2013
- Fathers push for a more rounded development of their children
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- Figure 23: Fathers’ encouragement of children’s after-school activities and recreation, by fathers’ aspiration for children to go to university, June 2013
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- Figure 24: Butchers at work – Whole Foods Meat Department, September 2013
Dads’ Segmentation – Attitudes towards Finances and Children’s Future
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- Key points
- Over three quarters of dads will support their kids for as long as it takes
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- Figure 25: Attitudes towards finances and children’s future, June 2013
- Fathers’ segmentation
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- Figure 26: Fathers’ segmentation, June 2013
- Bank of Dad (41%)
- Who are they?
- Concerned Dads (33%)
- Who are they?
- Uninvolved Dads (26%)
- Who are they?
- Fathers’ aspirations for children
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- Figure 27: Fathers’ aspirations for their children, by fathers’ typologies, June 2013
- Attitudes towards children’s future
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- Figure 28: Attitudes towards finances and children’s future (any agree), by fathers’ typologies, June 2013
- Encouragement of activities outside of school
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- Figure 29: Fathers’ encouragement of children’s after-school activities, by fathers’ typologies, June 2013
Online Socialising Habits of Dads
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- Key points
- Starting a family increases demands on parents’ time
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- Figure 30: Attitudes towards parenting and personal time, June 2013
- YouTube – the modern day babysitter?
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- Figure 31: Social media sites used at least weekly, June 2013
- Millennial dads are more actively engaged with social media
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- Figure 32: Number of social media sites used weekly, by age of father, June 2013
- Mums outpace dads at social sharing
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- Figure 33: Activities done on social media sites in the past 3 months, June 2013
- Facebook engagement lags behind that on Twitter and Google+
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- Figure 34: Activities done on social media sites in the past 3 months, by social networks used weekly, June 2013
- Taking a ‘time-out’ from using technology
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- Figure 35: Attitudes towards technology and social media, June 2013
Online Engagement
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- Key points
- Fathers are becoming more active online
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- Figure 36: Online activities done in the past three months, June 2013 and August 2012
- Pent-up demand for holidays amongst dads working full-time
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- Figure 37: Percentage point difference to which dads are more likely than mums to have done various online activities in the past three months, June 2013
- Younger dads more likely to do online research related to parenting
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- Figure 38: Number of online activities done in the past three months, by age of fathers, June 2013
Attitudes towards Children’s Use of Technology
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- Key points
- Over a third of fathers are worried about kids’ safety online
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- Figure 39: Attitudes towards children’s use of technology, June 2013
- Fathers of 5-9-year-olds show concerns about their online habits
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- Figure 40: Selected attitudes towards children’s use of technology, by age of children, June 2013
Appendix – Dads’ Demographics
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- Figure 41: Dads’ demographics, June 2013
- Figure 42: Dad’s demographics, continued, June 2013
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- Figure 43: Dads’ demographics, continued, June 2013
- Figure 44: Dads’ demographics, continued, June 2013
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- Figure 45: Dads’ demographics, continued, June 2013
- Figure 46: Dads’ demographics, continued, June 2013
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- Figure 47: Dads’ demographics, continued, June 2013
- Figure 48: Dads’ demographics, continued, June 2013
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Appendix – Division of Parental Responsibilities
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- Figure 49: Division of responsibilities between parents – Cooking their meals, by demographics, June 2013
- Figure 50: Division of responsibilities between parents – Buying their clothes, by demographics, June 2013
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- Figure 51: Division of responsibilities between parents – Buying them treats, by demographics, June 2013
- Figure 52: Division of responsibilities between parents – Buying electronic gadgets for them, by demographics, June 2013
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- Figure 53: Division of responsibilities between parents – Tidying up after them, by demographics, June 2013
- Figure 54: Division of responsibilities between parents – Choosing their birthday/christmas presents, by demographics, June 2013
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- Figure 55: Division of responsibilities between parents – Looking after them when they are not well, by demographics, June 2013
- Figure 56: Division of responsibilities between parents – Getting them to/from school, by demographics, June 2013
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- Figure 57: Division of responsibilities between parents – Taking them to/from after-school activities, by demographics, June 2013
- Figure 58: Division of responsibilities between parents – Picking them up when they visit their friends, by demographics, June 2013
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- Figure 59: Division of responsibilities between parents – Making sure they are bathed/teeth are brushed, by demographics, June 2013
- Figure 60: Division of responsibilities between parents – Helping them with homework, by demographics, June 2013
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- Figure 61: Division of responsibilities between parents – Playing/doing activities with child(ren), by demographics, June 2013
- Figure 62: Division of responsibilities between parents – Disciplining them, by demographics, June 2013
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Appendix – Dads’ Aspirations for Children
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- Figure 63: Most popular aspirations for children, by demographics, June 2013
- Figure 64: Next most popular aspirations for children, by demographics, June 2013
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- Figure 65: Other aspirations for children, by demographics, June 2013
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Appendix – Children’s After-school Activities and Recreation
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- Figure 66: Most popular children's recreation, by demographics, June 2013
- Figure 67: Next most popular children's recreation, by demographics, June 2013
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Appendix – Dads’ Segmentation – Attitudes towards Finances and Children’s Future
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- Figure 68: Agreement with the statement ‘I worry about my child(ren)’s ability to live independently after they leave home’, by demographics, June 2013
- Figure 69: Agreement with the statement ‘I worry about my child(ren)’s future job prospects’, by demographics, June 2013
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- Figure 70: Agreement with the statement ‘It’s important to teach children about managing money’, by demographics, June 2013
- Figure 71: Agreement with the statement ‘I am willing to support my child(ren) for as long as it takes’, by demographics, June 2013
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- Figure 72: Agreement with the statement ‘It’s worth spending more to send children to the best school/university’, by demographics, June 2013
- Figure 73: Agreement with the statement ‘Having a private education improves a child’s job prospects in later life’, by demographics, June 2013
- Dads’ segmentation
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- Figure 74: Target groups, by demographics, June 2013
- Figure 75: Dads' attitudes, by target groups, June 2013
- Figure 76: Division of responsibilities between parents, by target groups, June 2013
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- Figure 77: Children's recreation, by target groups, June 2013
- Figure 78: Aspirations for children, by target groups, June 2013
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- Figure 79: Social media sites used weekly, by target groups, June 2013
- Figure 80: Activities done on social media sites in the past 3 months, by target groups, June 2013
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- Figure 81: Online activities done in the past 3 months, by target groups, June 2013
- Figure 82: Attitudes towards children's use of technology, by target groups, June 2013
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Appendix – Online Socialising Habits of Dads
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- Figure 83: Agreement with the statement ‘A parent’s job is never done’, by demographics, June 2013
- Figure 84: Agreement with the statement ‘Social media makes it easier to connect with other parents’, by demographics, June 2013
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- Figure 85: Agreement with the statement ‘Social media helps me stay more connected to my child(ren)’, by demographics, June 2013
- Figure 86: Agreement with the statement ‘It’s important to plan regular family activities outside to take a break from using technology’, by demographics, June 2013
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- Figure 87: Agreement with the statement ‘I feel I have less in common with my friends who are not parents’, by demographics, June 2013
- Figure 88: Agreement with the statement ‘I don’t have as much time to be involved in my child(ren)’s lives as I’d like’, by demographics, June 2013
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- Figure 89: Agreement with the statement ‘I don't have much time to socialise regularly with my/partner's friends outside of home’, by demographics, June 2013
- Figure 90: Most popular social media sites used weekly, by demographics, June 2013
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- Figure 91: Next most popular social media sites used weekly, by demographics, June 2013
- Figure 92: Most popular activities done on social media sites in the past 3 months, by demographics, June 2013
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- Figure 93: Next most popular activities done on social media sites in the past 3 months, by demographics, June 2013
- Figure 94: Other activities done on social media sites in the past 3 months, by demographics, June 2013
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Appendix – Online Engagement
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- Figure 95: Most popular online activities done in the past 3 months, by demographics, June 2013
- Figure 96: Next most popular online activities done in the past 3 months, by demographics, June 2013
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Appendix – Attitudes towards Children’s Use of Technology
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- Figure 97: Most popular attitudes towards children's use of technology, by demographics, June 2013
- Figure 98: Next most popular attitudes towards children's use of technology, by demographics, June 2013
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