More Dads Staying Home with Kids

With Father’s Day just behind us, now is a good time to consider the impact of dads on their kids’ lives. Pew Research is out with a new report about the growing trend of dads who are not working outside the home. The number of dads staying home with their kids has risen dramatically and these men comprise an important audience for marketers to reach.

Pew researchers say the number of dads who don’t work outside the home and who have children under age 18 now stands at 2.0 million, a significant jump over the 1.1 million dads who were in that position in 1989. These men have a variety of reasons for staying home:

  • Caring for the home/​family 21%
  • Unable to find work 23%
  • Ill or disabled 25%
  • In school/​other 22%

The number of men who are staying home specifically to care for their children was a big focus of this study. Researchers noted that while only 5% of men took on this role in 1989, 21% now do so.  In general, these men have lower levels of education with 14% who did not finish high school and 10% who have only a high school diploma.  About 52% of stay-​at-​home dads are White, 20% are Hispanic, 16% are Black and 8% are Asian.

When dads are taking care of their children, they’re likely out shopping for food and other supplies. Ad-​ology Research reports that 32.9% of dads will purchase children’s apparel in the next  year. About 31% are planning a trip to the zoo or the amusement park in the next 12 months.  Dads may also be swayed by marketer sponsorship of sports teams and athletes. At least 79% of dads agree or strongly agree that they support marketers who sponsor favored teams and athletes. Marketers can connect with dads online, too.  Nearly 1/​3 of fathers have started an online search as a result of Internet ads they’ve seen in the past year.

AudienceSCAN data is available as part of a subscription to Ad-​ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.

Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.