Dad online shopping with his children

Why Brands Should Market To Millennial Dads

Father’s Day is around the corner, and we thought it would be the perfect time to share with you some information about millennial dads’ online and mobile tendencies. Millennial dads make up for 4.5% of the U.S. adult population, and according to Google, they have their own characteristics. These dads, between the ages of 18 and 34, besides being more likely to doing household chores, shopping and spending more time with their kids, are using technology for parental assistance.

“Not only are they receptive to mobile offers, including geo-targeted notifications, but seven in 10 millennial dads surveyed by BabyCenter also reported they have sought parenting information online — with 59 percent of them doing so on mobile”.

Millennial dads, like many people, are having what is called “How-To” moments. Moments in which we look for answers in order to complete a task, and we turn to the web. Those “How-To” moments that Google described a few weeks ago, get more specific when talking about millennial dads. When turning to the web to seek parenting information, these “How-To” moments can be divided into “I-want-to-know” moments, “I-want-to-go” moments, “I-want-to-do” moments, and “I-want-to-buy” moments.

The cause or reason, if you will, behind all these moments result from the millennial dad’s desire to become “the perfect dad”. They are finding the answers to their questions throughout the day, and often during the night, mostly on their mobile devices. As Google data shows, “How-To” searches related to baby feeding and sleeping on mobile peaks in the evenings.


What’s even more interesting than this is that, more than half of millennial dads say they’ve used a phone to find out the answer to a question asked by their children, as reported by Google.

According to BabyCenter’s Millennial Dad Study, many millennial dads seek out videos about parenting tips (62%), baby health (59%), product reviews (55%), and pregnancy/baby development (46%).


As it can been seen throughout the findings of these studies, millennial dads are proving that they are a very unique group, hence, they are redefining what it means to be a father. They also have real spending power that not many brands have yet to take an advantage of. AdAge shared a few months ago an article talking about millennial dads’ spending power, and how brands need to take advantage of this opportunity. Since dads are sharing more parenting tasks, more and more of them are doing the grocery shopping and making their own choices. They are also more concerned with quality than savings, so they use less coupons compared millennial moms, and are willing to spend more on what they bring home. Carat’s Consumer Connection System also reported not too long ago on the millennial dads’ spending power as well, showing that six in ten (59 per cent) of fathers control their household’s spending power.

So to summarize, this is a huge opportunity for brands to gain the trust and loyalty of this valuable audience, with real spending power. Don’t just rely on “momvertising”, take advantage and cater to this unique growing audience, better known as millennial dads.

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Giovanna Torres