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BizReport : Research : June 14, 2012


Survey: Dad doesn't know best?

Mr. Fix-It beware. A new survey out from TeamViewer indicates the seat of power - at least where electronics are concerned - is shifting away from Dad and to. . .daughter? In some cases, yes, TeamViewer's research indicates a different demographic is becoming the go-to when there is a computer issue at home.

by Kristina Knight

The survey, conducted by Harris Interactive on behalf of TeamViewer, found 93% of Americans believe father's aren't the experts when it comes to electronics issues. In fact, although dads want to hang on to the title, a growing number of families are turning to younger family members to fix computer problems.

• 65% say they ask another male family member for help
• 42% say they ask a son/grandson to fix the problem
• 11% say they turn to daughters/granddaughters to fix electronics issues

Meanwhile, the one of the reasons a family 'tech expert' isn't called on to fix these problems is privacy. While most say they don't ask dad for help because he is 'too busy' (30%) or not at home (36%), 21% say they don't ask family members for help because they don't want to share sensitive information.

While this may give dads a break over the Father's Day weekend, family, don't leave Dad completely in the dark. Let him fix the microwave clock from time to time.

"It should come as no surprise that dads are considerably more laid back when it comes to their special day, opting most times to simply spend quality time with loved ones at a restaurant or at home in the backyard," said BIGinsight Consumer Insights Director Pam Goodfellow. "But this Father's Day it's evident that consumers want to thank dad for the support and undivided attention he provides throughout the year."

As for how families will remember Dad this weekend, of the $12.7 billion expected to be spent on dear old dad, electronics gadgets still top the list ($1.7 billion expected spend) and on taking dad 'out' to special events like golfing, ballgames or a special dinner ($2.3 billion expected spend). Per dad, spending is expected to top $115.

Tags: Father's Day spending, Father's Day trends, National Retail Federation, TeamViewer










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