70% of Dads Stay Home by Choice

New research on dads reveals they are more connected emotionally and technologically than ever before. Today‰Ûªs dads see their roles very differently from dads of previous generations. For brands looking to connect with the dads demo, it‰Ûªs important to understand the major shift this generation is ushering in.

In the latest study, ‰ÛÏThe New Face of Fatherhood,‰Û Yahoo! explored the new value system dads now embrace, identified the factors driving this change in attitude, and uncovered the implications associated with it. Yahoo's research uncovered 3 key factors driving the new face of fatherhood:

The "mancession"

"With the recession came a significant spike in the number of stay-​at-​home dads. This ‰ÛÏmancession‰Û led to major shifts in the family dynamic. Dads are now embracing this new role, as 70% of stay-​at-​home-​dads are doing so by choice," according to the Yahoo! blog.

Gender role mash-up

"Today‰Ûªs dads take a more egalitarian approach to household duties and childcare versus previous generations, dividing responsibilities based on what makes the most sense for the family, not the gender of the parent." When compared to Gen X dads, Millennial dads are particularly active, as they are:

  • 26% more likely to drive kids to activities
  • 77% more likely to dress their kids
  • 45% more likely to bathe their kids

A new value system

"Today‰Ûªs generation of dads wants to be more emotionally involved, often citing a deliberate attempt to be more of an influence and presence in their children‰Ûªs lives than their own fathers were." In fact:

  • 74% of dads today spend more time with their kids than their own fathers did with them
  • 44% believe they still don‰Ûªt spend enough time with their kids

"In addition to being more emotionally connected, Yahoo! found dads are also staying connected with their kids by using technology:"

  • 94% of dads engage in online activities with their children
  • When engaging with parenting-​related content, 48% of dads prefer video, which is handy when learning how to do things like install a car seat.

"The final part of connectivity is seen as dads are playing more active roles in household purchasing decisions, and as such their expectations from brands have increased." Over half of dads are active in all shopping decisions made in the household including:

  • Groceries (84%)
  • Child and baby care products (68%)
  • Children‰Ûªs apparel (64%)

If you‰Ûªre trying to reach the dads demo, Yahoo! created a set of 7 recommendations that will help you connect with them. Here are 3 to get you started:

1. Inspire dads with ideas ‰ÛÒ Fathers today serve as Chief Entertainment Officers and want products/​services which facilitate this role

2. Involve the new normal ‰ÛÒ Highly engaged dads are the new normal and should be represented accurately in advertising

3. Embrace the gender role mash-​up ‰ÛÒ Consider featuring dads doing daily tasks (like grocery shopping or doing the laundry) in your creative

AudienceSCAN found that 44% of stay-​at-​home dads have average annual household incomes between $50,000 and $75,000. They are 276% more likely than average to be full-​time students at colleges/​trade schools. 67% are renters. 44% attend state/​county fairs. And 44% purchased something online on Cyber Monday (Monday after Thanksgiving). 56% are using iPhones and the same percentage use mobile wallets for payment (Google Wallet, Apple Pay, PayPal). Try advertising to them online: 44% responded to ads they saw in sponsored search results (like on Google, Yahoo or Bing) in the past month.

AudienceSCAN data is available as part of a subscription to AdMall for Agencies. Media companies can access AudienceSCAN data through the Audience Intelligence Reports inåÊAdMall.

Courtney Huckabay
Courtney is the Editor for SalesFuel Today. She analyzes secondary customer research and our primary AudienceSCAN research. Courtney is a graduate of Middle Tennessee State University.