U.S. Dads Market: A Unique Profile of Fathers, Their Attitudes, Values and Behavior as Consumers, 2nd Edition
Sep 1, 2008
135 Pages - Pub ID: LA1759191
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Abstract Table of Contents Search Inside Report Related Reports

Overview: Report Author
Silver Stork Research
Methodology
Preface
References
Executive Summary:
Market Opportunities
Table 1.1: The Marketing 4Ps
Paternal Instincts
Executive Summary:
Market Overview
Market Facts
Dads Today
Dads as Consumers
Table 1.2: Father Involvement and Buying Behavior
Marketing to Dads
Dad Marketing Opportunities
So, What does all of this mean for marketers?
PART 1: The Marketing Opportunity
CHAPTER 1: The Evolution of the Dad Factor
Gender Characteristic
Guys Will Be Guys
What is Relevant for Dads?
Dad Inventions
The Dad Label
How to Describe a Dad
Best Part of Being a Dad
+ Generational Essence
The Next Dads
Dad’s Dreams
+ Modern Woman
Modern Woman
The Betty Friedman & Gloria
Steinem Effect
A Snapshot of Today’s Dad’s
Lifestyle & Activities
Moms & Dads Are Similar...
But Different
A Special Note: Latino and
Hispanic Dads
Chapter Summary
CHAPTER 2: The New Market Opportunity
Positioning
Table 2.1: Q. What do you worry about most for your child/children?
Table 2.2: Dad Description:
Love It or Hate It?
Advertising
Table 2.3: Advertising
Evaluation
Table 2.4: Advertising
Preferences
Shopping
Table 2.5: Dads & Shopping
Habits
Category Opportunities
Table 2.6: What Do Dads
Buy Regularly?
Table 2.7: Primary Purchaser
(Dads vs. Moms)
What Do Dads Say about Food?
Emerging Opportunities
Emerging Opportunities
Table 2.8: Preferred Product
Attributes
Table 2.9: Preferred Brand
Attributes by Generation
Dad Marketing Case Study:
Spike TV and True Dads
Chapter Summary
Table 2.10: The Marketing 4Ps
CHAPTER 3: The Market
Facts at a Glance
Demographic Data:
Table 3.1: The Numbers of Dads by Type
Table 3.2: Marital, Fertility and Divorce...
Figure 3.1: U.S. Male Population
Trend: 2005-2015
Table 3.4: Profile of U.S. Dads from U.S. Census
Regions
Table 3.5: Race & Ethnicity
Head of Household
Figure 3.2: Profile of U.S. Dads
Table 3.6: Total Male Population:
Top 10 States
Table 3.7: Male Population
Estimates for Prime Fatherhood
Years by State
Family Households
Table 3.8: Family Groups by Type and Selected Characteristics 2003
Table 3.9: Family Groups by Type
Figure 3.3a: Average U.S. Family
Size
Figure 3.3b: Number of Children in Household under 18
Work & Family Evolution
Demographic Trends
Married Fathers
Single Fathers
Figure 3.4: Single Fathers by
Marital Status
Gay Fathers
Figure 3.5: Gay & Lesbian
Households with Children
Hispanic Fathers
Figure 3.6: Households with
Children by Race
Figure 3.7: Single Fathers by Marital Status
Fathers as Care-givers
Figure 3.8: Fathers as Childcare
Providers
Dad & Their Helpers
The Importance of Fatherhood
CHAPTER 4: Dad’s Today
Beginning Understanding
Dads Day-to-Day
Figure 4.1: Dad Participation in Daily Activities
Table 4.1: Activities Dads Report
Participating in Equally with Partner
Figure 4.2: How Similar Are You to
Your Own Father
Dads on Parenting
Figure 4.3: How Dads Want to
Spend More Time with Children
Figure 4.4: Importance of Select
Attributes of Fatherhood
Items That Are Important to Dads
Table 4.2: What ’s on Your Mind
Most Dads vs. Moms?
Presidential Dads
Table 4.3: Presidential Dads
Dad Activities
Figure 4.5: Special Dad Activities
Figure 4.6: Special Dad Activities
Specifics
Rewards of Fatherhood:
Figure 4.7: What Dads Enjoy Most
about Being a Dad
The Modern Dad Dilemma
Average Dad ’s Day
CHAPTER 5: Dads as Consumers
Dad Involvement
Figure 5.1: Dad Involvement in Purchase Decisions
Table 5.1: Dad Purchasing
Involvement (by Key
Characteristics)
Figure 5.2: How Much Wteekly
Household Shopping
What Dads are Buying
Figure 5.3: How Invovled in
Purchase Decisions (List of Key Categories)
Figure 5.4: What Items Do Dads Shop For?
Consumer Category Trends & Opportunities
Figure 5.5: Categories Purchased in Last 6 Months
Dads & Branding
Figure 5.6: Factors Inuencing
Purchase Decisions
Shopping Differences: Dads vs. Moms
Table 5.2: Importance of Brand/Product Attributes (Dad vs. Moms)
Dads in-Stores
CHAPTER 6: Marketing to Dad
Male Consumers
Table 6.1: Male Media Bias by
Age
Dad Positioning
Table 6.2: Brand Characteristics
Preferences by Involvement
Segment
Dads and Advertising
Advertising Hot-Buttons
“Good” Dad Advertising
Ads That Miss the Mark
With Dad
Other Marketing Tactics
Merchandising
Promotions
Non-Traditional Initiatives
CHAPTER 7: Opportunities
Dad Products
Top 10 Marketing Opportunities
Table of Contents - Continued
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