Young Dads Buck the Stereotype When it Comes to Shopping for the Family
When you think about advertising aimed at men, you probably think beer, sports, cars and technology. But what about groceries, diapers and household cleaning products? New research from Ipsos MediaCT and Microsoft Advertising says that a man’s role in the home is changing and advertisers would be smart not to ignore what’s happening. Not only are they get involved with shopping, they’re also spending more time sharing their opinions with friends.
The results, which were presented at today’s iMedia iMoms Summit looks at two different categories of men, Pre-Family and Young Dads. Both are big media spenders dropping from $350 to $400 dollars a month on things like movies, games, cable TV, internet and mobile phones but how they spend their money differs.
The Pre-Family Man spends around $60 more a month on media than pre-family women. Not surprising since they spend more than ten hours a day consuming media, much of it on their computer, mobile phone or gaming console. This guy is tech oriented and 72% of them share their opinions on the subject with family and friends.
Now here’s a surprise, 81% of Young Dads share their opinions on tech and 54% share advice on consumer products. 94% of them do it on Facebook and a whopping 74% said they talk with family and friends on Skype.
Young Dads also say that having kids has changed the types of items they bring into the house. 70% say they look for family friendly media and that often means using their gaming consoles to watch Toy Story rather than play Call of Duty.
On the downside, men aren’t particularly brand loyal. They’re also a harder sell than women, which means you, the marketer, will have to work a little harder to get their attention.
The takeaway here is that you shouldn’t count men out if you’re marketing products for the family and home. Young dads are interested in buying what’s best for their family and they’re looking to you to provide them with what they need to make an informed decision. Most importantly, don’t rely on out-dated stereotypes to plan your next marketing campaign. The clueless Mr. Mom is no longer funny, especially if you’re a hard-working, family-oriented young dad.