U.S. Dads Market: A Unique Profile of Fathers, Their Attitudes, Values and Behavior as Consumers, 2nd Edition

Table of Contents

• 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

• 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

• 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

• 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

• 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

• 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

• 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

• Dad Products
• Top 10 Marketing Opportunities
• Table of Contents - Continued
• Design by: