It’s no secret, marketers are obsessed with moms. For years, moms were seen as the primary shoppers in the house, but a new study from Y&R shows that may not be the case anymore. Compiling the views of more than 8,000 North American dads, the “Who's Your Daddy?” study reveals how they feel about comparison shopping, finding deals, and using tech to shop. Download the report at www.yr.com/dadstudy

1. NO NAME IS NONSENSE
48%
Compared to 35% of moms, 48% of
dads consider themselves to be loyal
to brand name products.
29%
29% of dads think that no-name products
are made by the same companies as the
big labels (compared to 44% of moms
think they're all made at the same place).
PUTTING HIS BEST FACE FORWARD
75% are often trying
to lose weight.
62% consider themselves
an authority/expert when
it comes to beauty products
and personal care.
76% believe that natural
care and beauty products
are less effective.
34% would switch personal
care/beauty products if they
found a similar product with
less packaging.
What Marketers Need to Know About Today’s Dad
Who’s Your Daddy?
It’s no secret, marketers are obsessed with moms. For years, moms were seen as the primary shoppers in the house, but a new study
from Y&R shows that may not be the case anymore. Compiling the views of more than 8,000 North American dads, the “Who's Your
Daddy?” study reveals how they feel about comparison shopping, finding deals, and using tech to shop.
Priorities naturally shift when kids enter the picture, and heightened emotions and responsibilities alter the male buyer’s decision
process. As a result, it’s critical for brands to recognize this pivotal change in a man’s life and to treat dad as a distinct subsection of
the male demographic.
Millennial Dads
claim primary
or shared grocery
shopping, make their
own choices, not just
going by mom's list,
not just following
orders.
80%
are mainly responsible
for planning play dates
and other activities with
their kids outside the
home, as opposed to
23% of dads over
the age of 35.
49% More likely to
claim primary or shared
responsibility for everyday
parenting tasks, and
spend more average
time with kids than
older dads (34+)
BRINGING HOME THE BACON & COOKING IT, TOO
84% would rather look for healthier
versions than cut out indulgent food.
63% of dads (and 69% of moms) think
that shopping for food products is a
time to explore and learn about
what's available.
45% more likely to pick up ready-to-eat meals
from grocery stores than moms (33%).
30% consider themselves to be somewhat of
an authority or expert when it comes to food.
68% of dads (and 65% of moms) say they
are willing to pay more for organic products.
DAD IS NOT A DEAL SEEKER
48% say it's not worth their time to
shop around for the lowest prices.
59 % say going to the counter with
coupons looks cheap.
Compared to 52% of moms, only
33% of dads try to buy items on sale.
28% of dads - but only 13% of
moms - say they don't worry much
about price and buy the brands they
think are the best.
49% of dads agree that the
convenience of one-stop shopping
is more appealing than the lowest
price, compared to 32% of moms.
57% say that clipping coupons is
too much trouble.
85% say they often make impulse
purchases when shopping at the
grocery or drug store.
In 2014, Dad spent more than Mom on
back-to-school items, shelling out an average of
$963.27, compared to $717.32 for moms.
BACK-TO-SCHOOL
55% of Dads own a tablet.
say they would take
action on a mobile offer.
58%
Digital Dad
Brands Worth Big Bucks
American Dads like
Daring, Distinguished,
& Energetic Brands
Dad Strength: Taking Health Seriously
55% say they buy health products
on impulse - often because
they are feeling sick.
97% feel they are in control of their future
health, but 64% also say they believe
a lot of their health problems
will be/are hereditary.
46% look for foods that can
reduce the risk of
health issues.
95% say they try to make healthier choices.
WHAT’S WORTH SPLURGING ON?
HIGHEST VALUED BRANDS IN THE U.S.
DADS
BOTH
MEN WITHOUT KIDS
THE IMPORTANT THINGS IN LIFE
MEN
WITHOUT KIDS
DADS
TOP 10 VALUES
Loyalty
Family
Success
Responsibility
Wisdom
Sexuality
Courtesy
Honesty
Happiness
Confidence
Loyalty
Success
Responsibility
Justice
Courtesy
Equality
Authenticity
Honesty
Happiness
Wisdom