digital dads

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Index

1.  Introduction 2.  Who are they ? 3.  Internet = Parenting Tool ? 4.  Consumer Behaviour 5.  Marketing Communication

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1. Introduction

•  In the past years, the family has evolved a lot. •  The traditional family – as we know it – is

gradually disappearing. •  Roles are not as predefined as before :

–  Mom : calm, gentle, attentive and cares for her children

–  Dad : authoritarian , more distant and main source of family income

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The image of empower mum

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1. Introduction

The (slow) evolution of the archetype

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1. Introduction

The bottum up new reality

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1. Introduction

1. Introduction

•  Decline of the image of the “Pater familias”

•  Appearance of new types of fathers.

•  They’re in search for a new

identity !

•  New identity = New roles !

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The challenge of the current role model

•  One thing we know for sure: taking care of the children is no longer exclusively linked to women.

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1. Introduction

2. Who are they?

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2. Who are they?

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•  The status and the behaviour of men and thus fathers has much evolved over time.

•  They are more and more involved in the houselhold (chores, food and family shopping).

•  Parents are considered as parteners = a team with the sames spirit . Their roles are less defined and divised than before

–  The family decision are taken in common by both parents –  Family become a goal to achieve .

This is an evolving trend that do not (yet?)

concern the majority of men.

2. Who are they?

•  A diversity of “New Dads”: –  Singles or married, –  Employed or stay-at-home, –  Gays or straights, –  Adoptive fathers, stepfathers…

•  Multiple identities: biological status, social status, legal status, role in the family, social role, collective perception…

•  Despite these varied and different profiles, general trends emerge and unite the “New Dads”.

•  Trends coming from the social media to give news bottum up définitions

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2. Who are they?

•  The perception of the father, his role and status depends on is in constant evolution.

•  They have the desire to be involved/active in their family and children lives.

–  in the pregnancy (from its beginning) –  in the relationship to the child (from the birth – not the case in previous

generations).

2.2. How are they perceived?

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2. Who are they?

•  Different roles than Mom? –  More intellectual –  More fun and playful –  Partner: bring calm, confidence and comfort. Focus on “sharing time”

2. How are they perceived?

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2. Who are they? 2.2. How are they perceived?

Biased perception? •  The “new fathers” is on a pedestal, they become a new rule

model. •  People look at them with, admiration and astonishment. When in fact: •  It is still difficult for many of them to do tasks typically made by

mothers (like changing, bathing, preparing their food, put them to bed, visits to the pediatrician…)

The fathers natural ways are to play and educate,

“Sharing more than caring”

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2. Who are they?

•  First, the true “new father” does not want to be called like that. •  He’s a father. •  The things he does are normal and it is normal that he does

them. •  He takes care of his child because he wants do it, out of love. •  He does it especially because he sees absolutely no reason why

he should let Mom do everything : they are a team with the same goal.

2.3. How do they see themselves?

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2. Who are they? 2.3. How do they see themselves?

•  3. How do they see themselves?

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2. Who are they?

2.4. Pressure to be “perfect”

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2. Who are they? 2.4. Pressure to be “perfect”

•  5. Pressure to be “perfect”

18 © BabyCenter, LLC. Confidential. All rights reserved. Source: BabyCenter 21st Century Mom® Insights Series: More Than a Mom.

How she describes the “perfect mom”

How he describes the “perfect dad”

77%

51%

47%

68%

70%

74%

Balances personal time with family time

Fit and healthy

Organized

Millennial dads define “perfection” differently than millennial moms

Source: BabyCenter Millennial Dads Study, June 2015.

3. Internet = Parenting Tool?

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3. Internet = Parenting Tool?

•  Studies show that dads are more in search for answers and parenting advices.

•  In general, they turn to the Internet !

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3. Internet = Parenting Tool?

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3. Internet = Parenting Tool?

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3. Internet = Parenting Tool?

3.1. Technology = þ ?

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3. Internet = Parenting Tool? 3.1. Technology = þ ?

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3. Internet = Parenting Tool? 3.1. Technology = þ ?

3. Internet = Parenting Tool?

•  61% Digital Dads (vs. 72% Average Joes) say young people are too distracted by digital technologies.

3.2. Technology = ý ?

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3. Internet = Parenting Tool? 3.2. Technology = ý ?

•  57% Digital Dads (vs. 71% Average Joes) worry that today’s youth are losing the ability to communicate face-to-face.

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3. Internet = Parenting Tool? 3.2. Technology = ý ?

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3. Internet = Parenting Tool? 3.2. Technology = ý ?

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3. Internet = Parenting Tool? 3.2. Technology = ý ?

3. Internet = Parenting Tool?

•  Google data shows that searches for baby-related terms on mobile have grown 52% year over year (YoY).

•  59% of millennial dads looking for parenting information online use their smartphones the most when searching for that info – more than desktop, tablet, or laptop.

3.3. Type of Devices

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3. Internet = Parenting Tool?

3.5. Type of Searches

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•  “I want to go” or “Where do I find?” –  Those searches happen even before the baby comes. –  Fathers-to-be use their smartphone to find the special food their wife's are

craving ! –  New dads are constantly on the go and looking for nearby activities and

baby products.

•  “I want to buy” –  New dads also make online purchases once the baby comes – for

everything from food to financial services. –  When deciding what to buy, millennial dads care most about safety,

brands that provide good value, and good online product reviews. –  Mobile gives them constant access to this information and can strongly

influence what they end up buying.

–  Searches for “strollers” on mobile have grown 80% in the last year. –  Searches for “baby gear” is up 72% in one year.

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3. Internet = Parenting Tool? 3.5. Type of Searches

3. Internet = Parenting Tool?

3.6. Social Medias (Facebook)

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3. Internet = Parenting Tool? 3.6. Social Medias (Facebook)

•  6. Social Medias (Facebook)

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3. Internet = Parenting Tool?

•  New dads use YouTube for step-by-step instructions to learn things.

3.7. Video Content (Youtube)

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Youtube Search Growth in the Baby Category (YoY)

4. Consumer Behaviour

•  With the emergence of new styles of dads also appears new buying behaviours.

•  Men are playing a bigger role in the shopping process.

•  They’re more active and feel more concerned by the family shopping.

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4. Consumer Behavior

Who has the responsability over the household shopping ?

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4. Consumer Behavior

Who has the responsability over the household shopping ?

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•  In fact, more and more of those dads are responsible and purchase decision makers for the family shopping or/and chores.

4. Consumer Behavior

Dads and Moms shop differently

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•  Dads find shopping more personally enjoyable than moms.

•  Dads are more likely to buy premium and branded products, as they are more brand conscious than moms.

•  They are more influenced by research online –  8/10 dads will do a lot of online resources, such as review sites, retailer

sites and even online ads, to learn about and decide on brands from “unconventional” categories.

4. Consumer Behavior

Mobile

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4. Consumer Behavior

Mobile

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4. Consumer Behavior

Offers

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4. Consumer Behavior

Offers

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4. Consumer Behavior

Social Medias

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4. Consumer Behavior

Social Medias

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5. Marketing Communication

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5. Marketing Communication

•  Factors in purchase decision making of a baby product:

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Safety

Brands

Online Reviews

Location

5. Marketing Communication

Targeted Communication

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•  Why does this matter? Advertisers for traditionally female household categories should consider adjusting the tone and messaging of their ads to include dads. By incorporating information dads can use to make an informed purchase and acknowledging that they have a stake in purchase decisions, savvy marketers can take advantage of this prime opportunity to build brand loyalty with an emerging audience.

5. Marketing Communication

Targeted Communication – Online

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•  Despite how much they rely on the web, millennial dads aren’t finding as much relevant content there as they’d like.

•  •  58% say there is not enough or barely enough dad-focused

content online, and 69% say they wish there was more parenting content available for dads online.

5. Marketing Communication

Targeted Communication – Mobile

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5. Marketing Communication

Targeted Communication – Mobile

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5. Marketing Communication

Targeted Communication – Location

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Conclusion

http://www.flickr.com/photos/cocoip/2872392603/ 54

A new co-definition of the model and the rules

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Rue Dautzenbergstraat, 36-38 Bruxelles 1050

Tel: 0032 2/346 43 40

Fax: 0032 2/346 19 82

www.egerie-research.be

Joëlle Liberman Managing Director [email protected]

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