the stay at home dad
TRANSCRIPT
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.