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Lifestyles of Dads - UK - October 2012

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