the stay at home dad

STAY AT HOME

DADDADDAD

Who is “the dad”Who is “The Dad”

groceries

A Stay at Home Dad is defined as any father who is the regular primary caregiver of his childen, and even though they are an exceptional group, reaching out to their market can be tough to navigate. This informational graphic will help you get to know the growing minority that is the Stay at Home Dad and how to connect with them.

35%

20% 22%

23%ill/disabled

in school/retired

cannot find work

caring for family

20% of dads choose this lifestyle to be closer to their families

1.1 mil

2.2 mil

2 mil

1989 20162010

Stay at Home Dads are on the rise and increasing by millions

47%of stay at home dads live in poverty, which the U.S Census Bureau defined as

an annual income of $23,283 for a family of four.

Daddies and doughDaddies and Dough

80% of stay at home dads claim primary grocery shopping responsibility.

An industry of products has sprung up geared toward this demographic with the making of diaper bags and other accessories with men in mind.

groceries

More dads (34%)than moms (11%)claim that using coupons at the check-out counter or online makes them look (or feel) cheap.

Dads see themselves as the provider of family entertainment, and are more likely to be the primary spender in this sector for both time and money.

Who Likes Parenting More?Who Likes Parenting More?

% saying parenting is extremely important to their identity

Dads

Moms

57%

58%

% saying parenting is rewarding all of the time

Dads

Moms

54%

52%

% saying parenting is enjoyable all of the time

Dads

Moms

46%

41%

Stereotyping of “the dad”Stereotyping of “the dad”

The Dopey Dad

Many companies and brands have developed a specific “dopey” stereotype for dads.

This includes: inability to care for kids, clean, or do any basic task around the house (Homer Simpson, Peter Griffin, etc.).

It’s not true!

Dads actually respond negatively to these ads portraying them as less important.

Brands and companies should aim to relate more with the responsible dad rather than the “dopey” dad.

This can be done by simply showing Dads in advertisments and media as smart, caring, parental figures with an important role in the family.

SUPER DAD

Just as well off if mother works

Just as well off if father works

Better off with mother at home

Better off with father at home

51%

8%76%

34%

% of people saying children are:

The importance of the stay at home dad

MOBILE MARKET BREAKDOWNMOBILE MARKET BREAKDOWN

Apps for Stay at Home Dads

1. Parenting Ages and Stages

2. Chore Bank

3. WebMD

4. Todoist

5. Fun Finder

6. ESPN

7. Rev Voice Recorder

7

own a Tablet

shopped at an electronic store.

own a Smartphone

73%

96%

75%

Dads with children in the home spend

per day watching TV

MORE THAN HOURS 4

Top TV Programs to Reach Dads

• News • Sports Events• General Variety• Situation Comedy• General Drama• Child Multi-Weekly

Top Radio Formats For Dad

(average quarter hour share)

• Country 12.2% • News/Talk/Info 8.5%• Pop CHR 7.5%• All sports 7.3%• Classic Rock 6.8%• Mexican Regional 6.1%

Brands Best Percieved by DadsBrands Best Percieved by Dads

2014

2015

How can brands connecthow can brands connect

SUPER DAD

First of all, recognize and appreciate the important role

they play in their family.

Produce ads that resist past ideologies and embrace a future that reflects dad’s dynamic role within the

parenting equation.

Packaging and signage can help at home dads navigate the

grocery store and mealtime with their families.

They see themselves as providers of family

entertainment; when brands foster this family time, dads

become loyal consumers.