Dear Dad: Engaging millennials on the fatherhood journey · ... Engaging millennials on the fatherhood journey ... healthcare needs Millennial Dads ... Facebook page, Twitter handle)
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© BabyCenter, LLC. Confidential. All rights reserved.
Dear Dad: Engaging millennials
on the fatherhood journey
BabyCentre UK Dads Study, November 2016
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
A world of healthy
pregnancies,
thriving children,
and confident
parents
© BabyCenter, LLC. Confidential. All rights reserved.
The BabyCenter Vision
© BabyCenter, LLC. Confidential. All rights reserved.
BabyCentre is the
global leader for
parenting content
Sources: BabyCenter internal data, 2013-14. comScore September 2014. BabyCenter
Global Customer Satisfaction Survey.
• 45MM global unique users, 3.6MM in the
UK alone
• Number one named parenting site and
most often named parenting app in the UK
• BabyCentre is among the top most
trusted sites for pregnancy or parenting,
2nd only to NHS
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
BabyCentre is
dedicated to Dad
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
• Men compose 22% of the
BabyCentre audience, reaching
771K monthly uniques
• Men spend an average of
nearly 19 minutes monthly on
the site - that’s more than 3.3x
the closest competitor
.
Source: comScore Media Metrix, August 2015 multiplatform data, UK
We’re engaging with
Dad more than any
other site
© BabyCenter, LLC. Confidential. All rights reserved.
Insight
Walking the pregnancy journey side-by-side with
his wife is incredibly important to him as his role
begins to change at home and with his growing
family
Objective
Support, inform and empower men on their journey
to parenthood
Solution
Phase-based guide focusing on the dad-to-be from
how he is feeling and his changing life to how he
can prepare for birth and becoming a father
BabyCentre recognises the
changing face of fatherhood
Educate
Week-by-week Pregnancy Guide for Dad
© BabyCenter, LLC. Confidential. All rights reserved.
BabyCentre is the first and
only parenting website to be
awarded the NHS quality
mark for excellence.
Providing high
quality and trusted
health & care
information for
parents and
families – helping
them make
informed decisions
© BabyCenter, LLC. Confidential. All rights reserved. © BabyCentre, LLC. Confidential. All rights reserved.
We have over 17 years’ experience in
elevating brands with parents
Proprietary insights that help marketers anticipate
and target the brand shift moments
Right moment, right mindset marketing makes
brands relevant and essential throughout the journey
Amplifying core experiences and creating authentic
interactions delivers engagement on BabyCentre and
across our social platforms
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
Dad is more involved
than ever
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
Fatherhood brings about a fundamental shift
in Dad’s priorities
Q: What were your top 5 most important goals and aspirations,
before and after becoming a dad?
Source: BabyCentre UK Dads Study, October 2015.
-73% -65%
-52%
-36% -31%
43% 54% 56% 60%
115% 126%
Millennial Dads
© BabyCenter, LLC. Confidential. All rights reserved.
54% Say he is very likely to take SPL
(Shared Parental Leave)
33% Are more likely to be the primary
caregiver compared to GenX
27% Took more than 2 weeks off when
they had their most recent child
Millennial dads are
taking on more
responsibility
Source: BabyCentre UK Dads Study, October 2015.
Being an involved dad isn’t a trend.
It’s just the way things are today
Izzy’s Dad, BabyCentre Community
© BabyCenter, LLC. Confidential. All rights reserved.
Compared to GenX, Millennial Dads takes on
more of the family’s day-to-day needs
Q: Which of the following do you have complete or partial responsibility for
when it comes to taking care of your children?
Source: BabyCentre UK Dads Study, October 2015.
31% 29% 28%
23% 20%
16% 18% 18%
12% 11%
0%
5%
10%
15%
20%
25%
30%
35%
Bedtime routine Morning timeroutine
Bath time routine Meal preparation Doctorappointments/
healthcare needs
Millennial Dads
Gen X Dads
+94% +61% +56% +92% +82%
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
Dad’s purchase
power is growing
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
Dad’s day-to-day involvement includes making
purchases for the family
Even if he isn’t the primary decision maker, he has a strong voice
Source: BabyCentre UK Dads Study, October 2015.
Report having
complete or partial
shopping
responsibility
9 in 10
More Millennial Dads
are responsible for
household shopping
than GenX Dads
55% Have equal weight to
Mum when it comes to
what baby will wear
52%
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As a first time dad, he is still developing his
brand preferences in the parenting category
Q: Which of these criteria are important when making everyday purchases?
Source: BabyCentre UK Dads Study, October 2015.
5%
16%
16%
16%
40%
41%
52%
56%
Have a strong social media presence(e.g., Facebook page, Twitter handle)
Companies/brands that share myvalues
Brands that match mylifestyle/personality
A brand that has been around forgenerations
Gen X Dads Millennial Dads
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34% Trust recommendations from other
parents
31% Read product reviews online
31% Ask a friend’s opinion first before
buying
24% Seek out expert advice before
making a purchase
He value the opinion of
others
Source: BabyCentre UK Dads Study, October 2015.
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
Dad is feeling
the pressure
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© BabyCenter, LLC. Confidential. All rights reserved.
He feels immense
pressure to be perfect
Source: BabyCentre UK Dads Study, October 2015.
• 9 in 10 millennials say it’s important
to be the “perfect dad”
• 1 in 3 report feeling overwhelmed
• 45% feel hard pressed to achieve
his own expectations at work and at
home
• 60% say its important to be a good
role model
© BabyCenter, LLC. Confidential. All rights reserved.
How he describes
himself
How he describes
the “perfect dad”
62%
34%
17%
53%
25%
21%
Source: BabyCentre UK Dads Study, October 2015.
He feels challenged to live up to
his own standards
Balance personal time with family time
Try to be physically fit and healthy
Stay at home with the children
© BabyCenter, LLC. Confidential. All rights reserved.
• Millennial Dads feel time with
children is 1.3x more important
than providing financially
• 65% value family-friendly work
place policies
• 48% strive to be home before
dinner
Dad strives to put parenting first,
placing more value on his family than career
1 in 2 say his children are more important than work
Source: BabyCentre UK Dads Study, October 2015
© BabyCenter, LLC. Confidential. All rights reserved.
In reality, financial and professional responsibility
are getting in the way
Source: BabyCentre UK Dads Study, October 2015.
Feel pressure to
provide monetarily for
the family
58% Would quit their job if
money weren’t an
issue
55% Value financial security
even more as a dad
(vs. 42% before baby is
born)
47%
© BabyCenter, LLC. Confidential. All rights reserved.
© BabyCenter, LLC. Confidential. All rights reserved.
Dad is getting
connected
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© BabyCenter, LLC. Confidential. All rights reserved.
He looks to online communities for
support
44% feel it is important to engage with
other dads online – a 38% increase vs.
GenX Dads
Dad relies on the experience of
others
45% seek parenting tips and tricks
online
Mobile is one of his most powerful
tools
6 in 10 Millennial Dads access
parenting information most often from
their mobile device
Digital empowers and
supports him
Source: BabyCentre UK Dads Study, October 2015.
© BabyCenter, LLC. Confidential. All rights reserved.
27%
24%
20%
20%
16%
16%
Expert advice on parenting websites(e.g., BabyCentre, NetMums.com)
Parenting Blogs
Online videos (e.g., YouTube)
Parenting/Baby Apps
Other parents on mainstream socialmedia (e.g., Facebook, Twitter)
Other parents on parenting socialmedia (e.g., BabyCentre Community)
Millennial Dads
Dad is purposeful in his research
4 in 10 are looking for answers to specific parenting questions
Source: BabyCentre UK Dads Study, October 2015
Q: Where have you sought out parenting information or support
online, in the past month?
© BabyCenter, LLC. Confidential. All rights reserved.
He is leveraging digital resources
even before baby is born
Q: What types of pregnancy or parenting-related
videos do you seek out online?
Source: BabyCentre UK Dads Study, October 2015.
Read pregnancy and
development advice
online
40% Prepare the house
for baby (e.g.,
nursery decor,
babyproofing)- more
than 2x as many as
GenX Dads
32% Seek out information
on labor and birth
30%
© BabyCenter, LLC. Confidential. All rights reserved.
Dad is getting involved more and even earlier
Forgetting about Dad is a lost marketing opportunity
It’s not just Mum making the sacrifices
He craves connection, but its not always easy for him to find
Getting to know Dad opens doors to a powerful
and growing consumer base
© BabyCenter, LLC. Confidential. All rights reserved.
Methodology
BabyCentre UK Dads Study
• Recruited through Research Now e-Rewards Panel
• Fielded in September 2015
• 959 respondents qualified for the survey
• Qualified respondents were defined as follows:
Dads defined as UK men age 18+, partner is expecting or with children 0 to 5 years old
• Analysis by generation:
Millennial = age 18 to 34
GenX = age 35 to 44
© BabyCenter, LLC. Confidential. All rights reserved.
Thank You. Questions? BabyCentre Contacts:
bcbrandlabsuk.babycentre.co.uk
Follow us @UKMumInsights
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