Trends Report

Digital Dads: A Demographic Overview

North American Consumer Technographics®

July 13th, 2011
With contributors:
Reineke Reitsma , Amelia Martland , Ryan Morrill , Samantha Jaddou

Summary

Slightly more than one-third of US online men ages 18 to 50 are parents of a child younger than 18 living with them. It is important for companies to understand how the digital profile of dads differs from non-dads, as their behaviors influence the tech behaviors of their kids. Dads tend to be more tech-savvy and resourceful than their counterparts without children when it comes to online and mobile activities. In fact, their interest in and use of online and mobile activities, coupled with their higher uptake of online shopping and their spending power, translates into a powerful group of more than 20 million consumers.

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With
Reineke Reitsma
Amelia Martland
Ryan Morrill
and Samantha Jaddou