美国父亲层市场：父亲层之消费者的意识・行动调査

Abstract

Dads today are taking on new roles within the household and as consumers. Birthrates remain steady but the role of Dad within the household is changing. This exclusive one-of-a-kind report is the compilation of 3 years worth of research on this quickly growing trend. The report includes over 5 waves of primary research and examines the facts, figures, actions and feelings of Dads today and the opportunities for marketers today.

According to the facts, there are 64 million Dads in the country. Of that group, 15% are first-time Dads. If the numbers and trends hold for the next 20 years, there is expected to be 13 million more children in the U.S. than before. While no one can predict a baby boom, The U.S. Dad' s Market: A Unique Profile of Fathers, Their Attitudes, Values and Behavior as Consumers, 2d Edition has put all the pieces together to extract some key market opportunities and insights on the fathers of today.

The U.S. Dad' s Market: a Unique Profile of Fathers, Their Attitudes, Values and Behavior as Consumers was prepared by a team of researchers at Silver Stork Research using a wide range of primary and secondary research sources over an 18-month period. Primary research included a web panel of fathers.

Silver Stork Research is a Mom-and- Family-focused research company dedicated to helping businesses understand the Moms and Dads of today and tomorrow via traditional research services, proprietary techniques, Mom market intelligence, and access to a national panel of 5,000+ Moms and families.

Focused on actionable information the report includes a thorough look at the Dad Segment with a solid foundation of market facts and figures to base the opportunity on and then explores the marketing dynamics of the group. While not a simple marketing challenge, the Dad market dynamics are clearly defined in the report and include:

• Market Details: Size, regions, ethnic trends, etc.
• Brand Examples: Case studies and examples of marketing to Dads
• Advertising Strategy insights: Evaluation of a range of ads by Dads
• Behavioral Analysis: Shopping habits, retail preference, brand relationships and more are explored and clearly explained..... and more.

This Dad Report includes extensive information from hundreds of sources as well as dozens of practical, easy-to-read charts, tables and graphs, all of which are thoroughly examined in light of the many dynamic trends at play in this rapidly shifting market.

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: