"The new Ipsos survey across 27 countries, conducted in collaboration with the Global Institute for Women’s Leadership at King’s College London and International Women’s Day, highlights how, in order to share responsibility for childcare, men need more support from employers."

"Globally, 75% disagree that a man who stays at home to look after his children is less of a man, compared with one in five (18%) who agree. Americans overall are on par with the global average: 78% disagree, compared with 14% who agree. However, there is a slight gender split, with more American men in agreement (17%) than American women (10%). Younger Americans are also more likely to agree with this statement; 16% of those under 35 and 18% of those aged 35–49 agree, compared to 8% of Americans aged 50–64."

"Three-​quarters (73%) globally also agree that employers should make it easier for men to combine childcare with work, compared with just 18% who disagree. Again, Americans closely mirror the global trend: 72% agree, including 74% of American men and 69% of American women. Globally, the level of agreement varies with household income. Across all 27 countries, seven in ten (69%) of those with a low household income agree, a figure that rises to three quarters (77%) for those with a high household income."

Of all Childcare/​Daycare Customers, 53.1% are male, according to AudienceSCAN. However, most are also quite frugal. Within the last month, 43.6% of these consumers have used the internet to find coupons or discount codes, and within the last six months, 31.1% have used a mobile device to redeem or download a coupon. Additionally, 34.6% would like to spend more time with their family, which is where employers can come in by being more open about offering men the ability to work from home to take care of their children. This kind of work/​life balance initiative can offer men a chance to save money on childcare and spend more time with their kids.

"Close to half (48%) overall think not enough is being done to achieve equal rights between men and women in looking after children and the home. One in five (22%) say the right amount is being done and only one in twenty (5%) think too much is being done. In the U.S., 43% of Americans agree that we’re not doing enough to achieve equality when it comes to looking after children and the home. However, the difference between men and women is stark; half (49%) of American women say not enough is being done, compared with 37% of American men. On the other hand, while 29% of men in the U.S. say the right amount is being done, just 19% of American women agree."

"On this issue, women in the U.S. track below the global female average: while two in five (41%) men globally think not enough is being done, this figure rises to over half (55%) of women."

"Public opinion is split though on how confident people feel about whether discrimination against women looking after the children and the home will have ended in twenty years. Across all countries, two in five (39%) feel confident that discrimination against women looking after children and the home will have ended in 20 years. Roughly the same proportion (42%) say they are not confident. Men are more confident (42%) than women (36%) that discrimination regarding looking after children will have ended in 20 years.Globally, younger people are also more confident on this issue; two in five (42%) of those aged under 35 are confident that discrimination will have ended in 20 years, versus 36% of those aged 50–64."

"More Americans are confident than not that discrimination against women regarding looking after children and the home will end in the next 20 years. Two in five (41%) are confident, compared to 30% who are not. However, confidence among women (34%) is much lower than men (48%) in the U.S. Nearly half of Americans under age 35 (47%) are confident this type of gender discrimination will end, while those aged 35 to 49 are more split (36% confident, 34% not)."

Employers offering employees of all sexes the ability to work from home to watch their kids can catch the attention of potential hires in a number of ways. According to AudienceSCAN, last year, 73.7% of Childcare/​Daycare Customers took action after seeing a TV commercial and 64.6% were driven to action by ads they heard on the radio, both over-​the-​air and digitally. They're also 72% more likely than other adults to take action after seeing outdoor ads and 90% more likely to find ads on their mobile apps useful. Also within the last year, these consumers took action after receiving email ads (62.4%), clicking on text link ads on websites (58.4%) and seeing ads in a movie theater (56.1%).

AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.