the digital life of dads -...

The Digital Life of Dads Millward Brown Digital + TNS Connected Life

Introduction

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This report leverages data from TNS Connected Life and advertising expertise from Millward Brown Digital to give actionable insights when considering marketing to dads and households with children. Like the recent report about Moms, this report explores dads as a unique audience in terms of their media touchpoints and their receptivity to engagement with brands in the digital environment. The report also shares recent marketing examples that aim to connect with fathers. Marketers have undervalued the power of dads when it comes to household purchasing overall, leaning on former notions that fathers don’t carry much household influence. That said, big brands are coming to understand the evolving power dads hold. Brands like Dove, Pantene and Huggies have leveraged marketing to men amidst categories (personal care and child care, respectively) that have long been mom focused in nature. Moreover, recent Super Bowl ads featured several key marketers with dad-focused themes as part of their key messaging.

© 2016 Millward Brown Digital. Source: US Census Bureau, 2015

https://www.millwardbrowndigital.com/research-insights/mom-power-the-digital-life-of-moms/

3 © 2016 Millward Brown Digital

Report Outline

Digital Time Spent and Device Ownership

Dads’ Digital Engagement with Brands

Highlights of Recent Father-Focused Advertising

Digital Time Spent and Device Ownership


A bit of background on dads…

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31 Median Age

34

36

Dads with children under 6


31

5%

35%

37%

20%

3%

Age Distribution, Dads with Children under 16

16-24 25-34 35-44 45-54 55-65

Sample of dads = 350 Total Connected Life sample = 3,281

© 2016 Millward Brown Digital

Source: TNS Connected Life, 2015

67.5%

61.7%

66.4%

24.8%

27.7%

26.5%

5.8%

8.4%

5.5%

1.9%

2.3%

1.6%


Dads with Children 6 to 16

General Population

Digital TV Radio Print

Dads with younger children spend more time consuming digital media, while dads with older children spend slightly less in lieu of more TV time Dads of younger kids tend to mirror the overall population, with just slightly higher digital use. The share of traditional media use is slightly higher among dads with older kids.


Share of Daily Media Time

Digital is sum of Mobile, Tablet and Laptop/PC Activities Source: TNS Connected Life, 2015

Tablet use represents a higher share of consumption among dads, particularly among those with younger children

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42.0%

48.1%

49.5%

25.5%

18.5%

16.1%

32.4%

33.4%

34.5%


Dads with children 6 to 16

General Population

PC Tablet Mobile

Share of Daily Device Time



Dads are more likely to own emerging technologies Both dads with younger children (under 6) and those with older children (6-16) are more likely to adopt new technologies, including smart TVs, fitness bands and smart watches. In comparison, dads with younger kids tend to have a much higher degree of tablet ownership than their counterparts.

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Dads with children 6 to 16

General Population

61% 61% 47%

71% 56% 50%

19% 21% 11%

48% 50% 43%

40% 39% 25%

16% 21% 6%

Gaming Console

Tablet

Fitness band

Online Streaming Service



Smart TV

Smart Watch

Implications

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Dads are active media consumers, leveraging both digital and traditional media platforms. Dads of both younger and older children tend to be more likely to own gaming consoles, tablets and consume content via online streaming services. Most notably, fathers tend to be early adopters of key emerging platforms. For example, they are 52% more likely to own a smart TV. So what does this all mean for today’s marketers? Advertisers should consider a combination of traditional and digital media to deliver messages to this target. At the same time, however, they should feel comfortable trying out new and innovative platforms as unique ways to tap into today’s father. Furthermore, many of the new technologies – from smart TVs to fitness bands – offer great opportunities to pinpoint consumers thru data-rich marketing capabilities.


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Dads’ Digital Engagement with Brands


Dads are far more likely to engage with brand assets (compared to the general US population)

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Over-index

On par

Read emails from brands

Visit brand websites

Use a branded mobile app

Join a branded community

Write about brands on blogs, forums or review sites

Read about brands on blogs, forums or review sites

Weekly….

Under-index



Dads with children 6-16

• Compared to US population • ** Size of circle equals percent done weekly

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Dads are highly engaged with brands through social media platforms

Watch video about a brand on YouTube

See posts from a brand on Instagram

Read Tweets from brand

Tweet to, or retweet, a brand

Read brand posts on Facebook

Comment or share brand posts on

Facebook


Over-index

On par

Under-index


Dads with children 6-16

• Compared to US population • ** Size of circle equals percent done weekly

Weekly….

Personal Hygiene Travel Automotive Household

Care

Babycare & Parenting

Technology Food & Drink Financial Services

Dads are highly receptive to digital brand engagement While in general dads are most receptive to brands across endemic categories such as automotive and technology, fathers of young children also tend to show stronger-than-average brand receptivity in areas such as baby care and food & drink.

38%

52%

54%

35%

44%

40%

35%

29%

29%

29%

45%

37%

24%

26%

30%

12%

33%

15%

51%

61%

48%

23%

28%

39%

Source: TNS Connected Life, 2015 Dads with children under 6 Dads with children 6-16 General Population

$$

© 2016 Millward Brown Digital 13

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Implications

Dads show a strong propensity to leverage brand-owned touchpoints across the digital landscape. Whether it is a branded mobile app or a brand tweet, fathers are much more likely to engage in such activities when compared to the general population. Given this preference – and given that fatherhood is often an important point of entry for brand relationships – marketers should pay particular attention to their owned brand assets in the context of paid media and marketing efforts. Furthermore, stereotypical foundations that stress fathers are less influential across household product categories should be carefully evaluated. Fathers show a higher-than-average degree of engagement across categories such as food & drink and parenting/babycare, in addition to traditionally male-focused categories such as technology and automotive.


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Highlights of Recent Father-focused Advertising


Pantene – #DadDo Series (2016 series)

Why it Works Creates positive / feel good brand association as it fosters a feeling of bonding between daughters and their fathers.

Background Pantene partnered with real-life NFL Dads to showcase famous athletes spending time with their daughters across a series of “how to” hair videos.

© 2016 Millward Brown Digital 16

Click the image to view the ad on YouTube

https://www.youtube.com/watch?v=KXPvh8kMFek

Chrysler Pacifica - Good for Your Dad Brand (2016 series)


Background Cited as one of the first times a minivan brand truly marketed to fathers (vs. moms), Chrysler uses the humor of comedian Jim Gaffigan to help the humorous “Dad” highlight many of the vehicle’s new features.

Why it Works A series of humorous television ads that successfully blend the brand’s need to message unique and new car features with fun and relatable “Good for your Dad Brand” associations.

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https://www.youtube.com/watch?v=2jopCaHOfxY

Dove Men+Care – First Fatherhood Moments (2015)


Background Dove Men+Care uses the first moment a man realizes he will be a father to present a touching Father’s Day tribute as part of Dove’s ongoing “Care makes a man stronger” series.

Why it Works Allows brand to associate with positive and relatable fatherhood moments and the creative stays well inline with Dove’s overall message about strength and caring. Ad also offered dads the ability to share advice to new dads.

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https://youtu.be/R0-5HORRXU0

Dads represent an audience that marketers can tap across a blend of traditional and digital touchpoints, given their broad media consumption. They are also an excellent target across emerging technologies as they tend to adopt more quickly than the general population. Marketers should consider a full range of media platform options when focused on reaching dads. Perhaps most importantly, brands should consider that fathers (regardless of the child’s age) tend to be receptive to digital brand engagements – they are far more likely to leverage digital areas such as branded mobile apps and branded social media engagements in their digital usage.

Implications


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How effective is your current targeting to dads?

Which channels and creative are most effective

in influencing dads?

Considerations when marketing to dads:

Where is your target audience of dads spending time and most receptive to engaging with your brand?


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About Connected Life Connected Life is a leading global study of the digital attitudes and behaviors of 60,500 internet users across 50 countries, exploring how technology is transforming the lives of consumers across the world. It offers essential insight into the impact of the growing digital ecosystem on the media landscape.

Connected Life also uncovers new and exciting opportunities for marketers to connect with their consumers in this increasingly complex environment; it is a powerful tool that helps brands make better digital decisions.

The fieldwork was undertaken in all markets between May and August 2015.

For further information, visit www.tnsglobal.com/get-connected/connected-life

About TNS TNS advises clients on specific growth strategies around new market entry, innovation, brand switching and customer strategies, based on long-established expertise and market-leading solutions. With a presence in over 80 countries, TNS has more conversations with the world’s consumers than anyone else and understands individual human behaviors and attitudes across every cultural, economic and political region of the world.

TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups. Please visit www.tnsglobal.com for more information.

About Millward Brown Digital Millward Brown Digital is the world’s leading digital expert in helping clients grow great brands. Millward Brown Digital delivers comprehensive digital solutions to help advertisers, agencies and publishers increase marketing effectiveness and drive brand growth. Integrated behavioral and attitudinal solutions help marketers identify, understand and engage consumers, plan and optimize media and increase total brand performance. Millward Brown Digital operates within Millward Brown North America and is part of Kantar, WPP’s data investment management division. www.millwardbrowndigital.com


http://www.tnsglobal.com/get-connected/connected-life

http://www.tnsglobal.com/get-connected/connected-life

http://www.tnsglobal.com/

http://www.mildwardbrowndigital.com/

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Thank you! And thank you to all the dads who impact our lives.

To learn more, contact: [email protected]


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