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BizReport : Research : July 08, 2014

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.

by Kristina Knight

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

Tags: advertising, family trends, Pew Research, stay at home dad trends, stay at home mom trends

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