News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Why brands might try targeting Daddy
For generations most brands have focused on targeting Mommy in their ads - moms were home, did the shopping, ran the carpool and maybe worked from home part time. But there is a new trend in the US - that of Daddy staying home to run things while Mommy leaves for an outside job.
According to new data out from Pew Research the number of dads staying home with the kids has risen sharply in the US over the past 10 years. Their data shows about 1.5 million US dads were raising their families while moms worked in 1994. Twenty years later, that number has topped the 2 million mark.
"The number of fathers who are at home with their children for any reason has nearly doubled since 1989, when 1.1 million were in this category.2 It reached its highest point--2.2 million--in 2010, just after the official end of the recession, which spanned from 2007 to 2009. Since that time, the number has fallen slightly, driven mainly by declines in unemployment," writes Gretchen Livingston, Pew Research.
Some interesting takeaways include:
• 24% of Stay at Home (SaH) dads are under age 35
• 42% of SaH moms are under 35 years old
• 51% of Americans surveyed said kids were 'better off at home with mom', 8% said the same about dads
• 48% of dads and 52% of moms said they 'would prefer' being home to raise the children than working outside the home
Image via Shutterstock
- Ad experience improves but ad blocking still rising
- Research reveals power of user-generated images in reviews
- Study: Visuals important in reviews
- Consumers increasingly comfortable with mHealth options
- Study: Personalization important for rewards
- Retailers: How to use out-of-store events to engage
- Why do online shoppers switch devices between research and purchase?
- Video ad budgets increasingly diversifying beyond pre-roll
Featured White Papers
- The Keys to a 'Stop 'em & Grab 'em' Landing Page
Follow these keys when developing your landing page, and in no time you will have all of the traffic and...