Fathers say they’re the primary decision-makers for purchases of a variety of household goods, including some categories traditionally considered to be female-dominated, according to Yahoo. 
In addition to making the bulk of buying decisions in traditionally male categories such as automotive and finance, more than half of dads say they’re the primary decision-makers for purchases of
• Pet supplies (61%)
• OTC health products (61%)
• Consumer packaged goods (60%)
• Vacation travel (60%)
• Clothing (57%)
• Personal care products (55%)
• House and home goods (54%)
Dads are more receptive to advertising than men without kids and they’re more likely to discuss products with people they know. Dads often feel ignored by advertisers in the clothing, personal care, childcare products, consumer packaged goods, home goods, toys, and pet supply industries.
Fathers are more likely than men without children to say they’ve been doing a larger share of the household chores in the past couple of years, especially paying bills (fathers are 56% more likely to say so), budgeting (36%), cooking (36%), managing investments (35%), and planning vacations (33%).
Single men are more likely to be focused on self-expression and being successful, while married men and fathers are more concerned with being good providers and smart consumers.
Of the three groups, fathers are most focused on the needs of others and most likely to be optimistic about their financial futures. [Men, Family, Advertising, Consumer Spending & Attitudes]
Source: “Digital Dads: I’m Not a Subsegment,” Yahoo, Edwin Wong, Director Strategic Research, 74 N. Pasadena Ave., 3rd Fl., Pasadena, CA 91103; 626-685-5600; edwinw@yahoo-inc.com; www.yahoo.com. Download with registration: http://info.yadvertisingblog.com/digital-dads-study-download/
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