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
- Research reveals extent of secondary revenue generation among UK retailers
- Report: Bot attempting to steal gift cards
- Ad Roundup: Analysis basis for releases, expansions
- Half of UK charities have no digital strategy
- Trends to watch for video in 2017
- 78% of over-55s uncomfortable with concept of stores run by robots
- Study: Mobile key for online grocery buys
- Job Seekers: How to get the next job
Featured White Papers
- Learn Why 83% of Advertisers Are Reporting Superior Outcomes With People-Based Ads
Traditional digital display advertising doesn't work. The information in this report is based on an online survey of 350 senior...
- 2016 Email Marketing Metrics Benchmark Study
To build a world-class marketing program, it's crucial to compare yourself to the best performers - but competitor data can...
- 10 Ways to Use Customer Lifetime Value to Reinvent Your Marketing Strategy
CLV insights can help you to attract high-margin customers, target clusters of customers with untapped value, and retain high-value customers...
- 16 Innovative Loyalty Programs of 2016
Engaging customers in a loyalty program is no easy feat. Read how 16 brands grabbed headlines in 2016 by launching...