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Dads today are taking on new roles within the household and as consumers. Birthrates remain steady but the role of Dad within the household is changing. This exclusive one-of-a-kind report is the compilation of 3 years worth of research on this quickly growing trend. The report includes over 5 waves of primary research and examines the facts, figures, actions and feelings of Dads today and the opportunities for marketers today.

According to the facts, there are 64 million Dads in the country. Of that group, 15% are first-time Dads. If the numbers and trends hold for the next 20 years, there is expected to be 13 million more children in the U.S. than before. While no one can predict a baby boom, The U.S. Dad's Market: A Unique Profile of Fathers, Their Attitudes, Values and Behavior as Consumers, 2d Edition has put all the pieces together to extract some key market opportunities and insights on the fathers of today.

The U.S. Dad's Market: a Unique Profile of Fathers, Their Attitudes, Values and Behavior as Consumers was prepared by a team of researchers at Silver Stork Research using a wide range of primary and secondary research sources over an 18-month period. Primary research included a web panel of fathers.

Silver Stork Research is a Mom-and- Family-focused research company dedicated to helping businesses understand the Moms and Dads of today and tomorrow via traditional research services, proprietary techniques, Mom market intelligence, and access to a national panel of 5,000+ Moms and families.

Focused on actionable information the report includes a thorough look at the Dad Segment with a solid foundation of market facts and figures to base the opportunity on and then explores the marketing dynamics of the group. While not a simple marketing challenge, the Dad market dynamics are clearly defined in the report and include:

• Market Details: Size, regions, ethnic trends, etc.
  
  
• Brand Examples: Case studies and examples of marketing to Dads
  
  
• Advertising Strategy insights: Evaluation of a range of ads by Dads
  
  
• Behavioral Analysis: Shopping habits, retail preference, brand relationships and more are explored and clearly explained … and more.

This Dad Report includes extensive information from hundreds of sources as well as dozens of practical, easy-to-read charts, tables and graphs, all of which are thoroughly examined in light of the many dynamic trends at play in this rapidly shifting market.  
 

Overview: Report Author

Silver Stork Research

Methodology

Preface

References

Executive Summary:

Market Opportunities

Table 1.1: The Marketing 4Ps

Paternal Instincts

Executive Summary:

Market Overview

Market Facts

Dads Today

Dads as Consumers

Table 1.2: Father Involvement and Buying Behavior

Marketing to Dads

Dad Marketing Opportunities

So, What does all of this mean for marketers?

PART 1: The Marketing Opportunity

CHAPTER 1: The Evolution of the Dad Factor

Gender Characteristic

Guys Will Be Guys

What is Relevant for Dads?

Dad Inventions

The Dad Label

How to Describe a Dad

Best Part of Being a Dad

+ Generational Essence

The Next Dads

Dad’s Dreams

+ Modern Woman

Modern Woman

The Betty Friedman & Gloria

Steinem Effect

A Snapshot of Today’s Dad’s

Lifestyle & Activities

Moms & Dads Are Similar...

But Different

A Special Note: Latino and

Hispanic Dads

Chapter Summary

CHAPTER 2: The New Market Opportunity

Positioning

Table 2.1: Q. What do you worry about most for your child/children?

Table 2.2: Dad Description:

Love It or Hate It?

Advertising

Table 2.3: Advertising

Evaluation

Table 2.4: Advertising

Preferences

Shopping

Table 2.5: Dads & Shopping

Habits

Category Opportunities

Table 2.6: What Do Dads

Buy Regularly?

Table 2.7: Primary Purchaser

(Dads vs. Moms)

What Do Dads Say about Food?

Emerging Opportunities

Emerging Opportunities

Table 2.8: Preferred Product

Attributes

Table 2.9: Preferred Brand

Attributes by Generation

Dad Marketing Case Study:

Spike TV and True Dads

Chapter Summary

Table 2.10: The Marketing 4Ps

CHAPTER 3: The Market

Facts at a Glance

Demographic Data:

Table 3.1: The Numbers of Dads by Type

Table 3.2: Marital, Fertility and Divorce...

Figure 3.1: U.S. Male Population

Trend: 2005-2015

Table 3.4: Profile of U.S. Dads from U.S. Census

Regions

Table 3.5: Race & Ethnicity

Head of Household

Figure 3.2: Profile of U.S. Dads

Table 3.6: Total Male Population:

Top 10 States

Table 3.7: Male Population

Estimates for Prime Fatherhood

Years by State

Family Households

Table 3.8: Family Groups by Type and Selected Characteristics 2003

Table 3.9: Family Groups by Type

Figure 3.3a: Average U.S. Family

Size

Figure 3.3b: Number of Children in Household under 18

Work & Family Evolution

Demographic Trends

Married Fathers

Single Fathers

Figure 3.4: Single Fathers by

Marital Status

Gay Fathers

Figure 3.5: Gay & Lesbian

Households with Children

Hispanic Fathers

Figure 3.6: Households with

Children by Race

Figure 3.7: Single Fathers by Marital Status

Fathers as Care-givers

Figure 3.8: Fathers as Childcare

Providers

Dad & Their Helpers

The Importance of Fatherhood

CHAPTER 4: Dad’s Today

Beginning Understanding

Dads Day-to-Day

Figure 4.1: Dad Participation in Daily Activities

Table 4.1: Activities Dads Report

Participating in Equally with Partner

Figure 4.2: How Similar Are You to

Your Own Father

Dads on Parenting

Figure 4.3: How Dads Want to

Spend More Time with Children

Figure 4.4: Importance of Select

Attributes of Fatherhood

Items That Are Important to Dads

Table 4.2: What ’s on Your Mind

Most Dads vs. Moms?

Presidential Dads

Table 4.3: Presidential Dads

Dad Activities

Figure 4.5: Special Dad Activities

Figure 4.6: Special Dad Activities

Specifics

Rewards of Fatherhood:

Figure 4.7: What Dads Enjoy Most

about Being a Dad

The Modern Dad Dilemma

Average Dad ’s Day

CHAPTER 5: Dads as Consumers

Dad Involvement

Figure 5.1: Dad Involvement in Purchase Decisions

Table 5.1: Dad Purchasing

Involvement (by Key

Characteristics)

Figure 5.2: How Much Wteekly

Household Shopping

What Dads are Buying

Figure 5.3: How Invovled in

Purchase Decisions (List of Key Categories)

Figure 5.4: What Items Do Dads Shop For?

Consumer Category Trends & Opportunities

Figure 5.5: Categories Purchased in Last 6 Months

Dads & Branding

Figure 5.6: Factors Inuencing

Purchase Decisions

Shopping Differences: Dads vs. Moms

Table 5.2: Importance of Brand/Product Attributes (Dad vs. Moms)

Dads in-Stores

CHAPTER 6: Marketing to Dad

Male Consumers

Table 6.1: Male Media Bias by

Age

Dad Positioning

Table 6.2: Brand Characteristics

Preferences by Involvement

Segment

Dads and Advertising

Advertising Hot-Buttons

“Good” Dad Advertising

Ads That Miss the Mark

With Dad

Other Marketing Tactics

Merchandising

Promotions

Non-Traditional Initiatives

CHAPTER 7: Opportunities

Dad Products

Top 10 Marketing Opportunities

Table of Contents - Continued

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