dear dad: engaging millennials on the fatherhood journey · ... engaging millennials on the...

© BabyCenter, LLC. Confidential. All rights reserved.

Dear Dad: Engaging millennials

on the fatherhood journey

BabyCentre UK Dads Study, November 2016



A world of healthy

pregnancies,

thriving children,

and confident

parents


The BabyCenter Vision


BabyCentre is the

global leader for

parenting content

Sources: BabyCenter internal data, 2013-14. comScore September 2014. BabyCenter

Global Customer Satisfaction Survey.

• 45MM global unique users, 3.6MM in the

UK alone

• Number one named parenting site and

most often named parenting app in the UK

• BabyCentre is among the top most

trusted sites for pregnancy or parenting,

2nd only to NHS



BabyCentre is

dedicated to Dad



• Men compose 22% of the

BabyCentre audience, reaching

771K monthly uniques

• Men spend an average of

nearly 19 minutes monthly on

the site - that’s more than 3.3x

the closest competitor

.

Source: comScore Media Metrix, August 2015 multiplatform data, UK

We’re engaging with

Dad more than any

other site


Insight

Walking the pregnancy journey side-by-side with

his wife is incredibly important to him as his role

begins to change at home and with his growing

family

Objective

Support, inform and empower men on their journey

to parenthood

Solution

Phase-based guide focusing on the dad-to-be from

how he is feeling and his changing life to how he

can prepare for birth and becoming a father

BabyCentre recognises the

changing face of fatherhood

Educate

Week-by-week Pregnancy Guide for Dad


BabyCentre is the first and

only parenting website to be

awarded the NHS quality

mark for excellence.

Providing high

quality and trusted

health & care

information for

parents and

families – helping

them make

informed decisions

© BabyCenter, LLC. Confidential. All rights reserved. © BabyCentre, LLC. Confidential. All rights reserved.

We have over 17 years’ experience in

elevating brands with parents

Proprietary insights that help marketers anticipate

and target the brand shift moments

Right moment, right mindset marketing makes

brands relevant and essential throughout the journey

Amplifying core experiences and creating authentic

interactions delivers engagement on BabyCentre and

across our social platforms



Dad is more involved

than ever



Fatherhood brings about a fundamental shift

in Dad’s priorities

Q: What were your top 5 most important goals and aspirations,

before and after becoming a dad?

Source: BabyCentre UK Dads Study, October 2015.

-73% -65%

-52%

-36% -31%

43% 54% 56% 60%

115% 126%

Millennial Dads


54% Say he is very likely to take SPL

(Shared Parental Leave)

33% Are more likely to be the primary

caregiver compared to GenX

27% Took more than 2 weeks off when

they had their most recent child

Millennial dads are

taking on more

responsibility


Being an involved dad isn’t a trend.

It’s just the way things are today

Izzy’s Dad, BabyCentre Community


Compared to GenX, Millennial Dads takes on

more of the family’s day-to-day needs

Q: Which of the following do you have complete or partial responsibility for

when it comes to taking care of your children?


31% 29% 28%

23% 20%

16% 18% 18%

12% 11%

0%

5%

10%

15%

20%

25%

30%

35%

Bedtime routine Morning timeroutine

Bath time routine Meal preparation Doctorappointments/

healthcare needs

Millennial Dads

Gen X Dads

+94% +61% +56% +92% +82%



Dad’s purchase

power is growing



Dad’s day-to-day involvement includes making

purchases for the family

Even if he isn’t the primary decision maker, he has a strong voice


Report having

complete or partial

shopping

responsibility

9 in 10

More Millennial Dads

are responsible for

household shopping

than GenX Dads

55% Have equal weight to

Mum when it comes to

what baby will wear

52%


As a first time dad, he is still developing his

brand preferences in the parenting category

Q: Which of these criteria are important when making everyday purchases?


5%

16%

16%

16%

40%

41%

52%

56%

Have a strong social media presence(e.g., Facebook page, Twitter handle)

Companies/brands that share myvalues

Brands that match mylifestyle/personality

A brand that has been around forgenerations

Gen X Dads Millennial Dads


34% Trust recommendations from other

parents

31% Read product reviews online

31% Ask a friend’s opinion first before

buying

24% Seek out expert advice before

making a purchase

He value the opinion of

others




Dad is feeling

the pressure



He feels immense

pressure to be perfect


• 9 in 10 millennials say it’s important

to be the “perfect dad”

• 1 in 3 report feeling overwhelmed

• 45% feel hard pressed to achieve

his own expectations at work and at

home

• 60% say its important to be a good

role model


How he describes

himself

How he describes

the “perfect dad”

62%

34%

17%

53%

25%

21%


He feels challenged to live up to

his own standards

Balance personal time with family time

Try to be physically fit and healthy

Stay at home with the children


• Millennial Dads feel time with

children is 1.3x more important

than providing financially

• 65% value family-friendly work

place policies

• 48% strive to be home before

dinner

Dad strives to put parenting first,

placing more value on his family than career

1 in 2 say his children are more important than work

Source: BabyCentre UK Dads Study, October 2015


In reality, financial and professional responsibility

are getting in the way


Feel pressure to

provide monetarily for

the family

58% Would quit their job if

money weren’t an

issue

55% Value financial security

even more as a dad

(vs. 42% before baby is

born)

47%



Dad is getting

connected



He looks to online communities for

support

44% feel it is important to engage with

other dads online – a 38% increase vs.

GenX Dads

Dad relies on the experience of

others

45% seek parenting tips and tricks

online

Mobile is one of his most powerful

tools

6 in 10 Millennial Dads access

parenting information most often from

their mobile device

Digital empowers and

supports him



27%

24%

20%

20%

16%

16%

Expert advice on parenting websites(e.g., BabyCentre, NetMums.com)

Parenting Blogs

Online videos (e.g., YouTube)

Parenting/Baby Apps

Other parents on mainstream socialmedia (e.g., Facebook, Twitter)

Other parents on parenting socialmedia (e.g., BabyCentre Community)

Millennial Dads

Dad is purposeful in his research

4 in 10 are looking for answers to specific parenting questions

Source: BabyCentre UK Dads Study, October 2015

Q: Where have you sought out parenting information or support

online, in the past month?


He is leveraging digital resources

even before baby is born

Q: What types of pregnancy or parenting-related

videos do you seek out online?


Read pregnancy and

development advice

online

40% Prepare the house

for baby (e.g.,

nursery decor,

babyproofing)- more

than 2x as many as

GenX Dads

32% Seek out information

on labor and birth

30%


Dad is getting involved more and even earlier

Forgetting about Dad is a lost marketing opportunity

It’s not just Mum making the sacrifices

He craves connection, but its not always easy for him to find

Getting to know Dad opens doors to a powerful

and growing consumer base


Methodology

BabyCentre UK Dads Study

• Recruited through Research Now e-Rewards Panel

• Fielded in September 2015

• 959 respondents qualified for the survey

• Qualified respondents were defined as follows:

Dads defined as UK men age 18+, partner is expecting or with children 0 to 5 years old

• Analysis by generation:

Millennial = age 18 to 34

GenX = age 35 to 44


Thank You. Questions? BabyCentre Contacts:

bcbrandlabsuk.babycentre.co.uk

Follow us @UKMumInsights

mailto:[email protected]

dear dad: engaging millennials on the fatherhood journey · ... engaging millennials on the...

Documents