97% feel being a Dad influences how they make purchase decisions.
95% believe their criteria for purchases now gets influenced by the needs and interests of their family.
90% say being a Dad influences whom they trust when seeking advice.
84% of Dads now purchase a much broader set of consumer products than before becoming a parent.
46% report being less likely to make impulse decision.
The “Dad Lens”™ Influences Purchases 80% of Dads feel they make purchases through a “Dad Lens.”™ Dad Lens Dad & Me Lens Me Lens Games Groceries Home Entertainment Auto Major Household Products Outdoor Home Computing Sporting Events Financial Services www.DadCentralConsulting.com 27
Who Dads Trust Most for Advice When asked to rank who they trust the most for advice about family purchases, an overwhelming number of Dads (88%) said they trusted their wife, spouse, or partner the most (top 3). www.DadCentralConsulting.com 28
Who Dads Trust Most Dads trust different sources of information depending on what they are purchasing,
Dads Trust Other Dads Dads trust other Dads for first-hand advice when it comes to parenting their children and purchase decisions for their family and household items. Dads also trust other Dads more than any other source of information for advice when purchasing in the fields of sports, technology and auto. 57% www.DadCentralConsulting.com 30
How Dads Connect with Other Dads Dads connect with fellow Dads through a variety of ways both offline and online. 80% of Dads say they most commonly connect through one-on-one conversations: www.DadCentralConsulting.com 31
Power of Dads Twitter Meetup Q1: How has being a Dad changed your life? Less leisure time, time and money focus on family, just about everything… Q2: What influenced purchases before? Wants, desires, friends, impulse… Q3: What influences purchases now? Family needs, children, spouse, budget… Q4: Where do you go for advice? Wife, family, Internet, reviews, other Dads… Q5: How do you connect with other Dads? Online, at games, school events, church… Q6: What was the last purchase you made after consulting another parent? Car seat, Xbox, swing set, sheetrock, bike, laptop, beer, camera, table saw, diapers… #PowerOfDads One hour: Aug 25, 12-1 PM EDT 1,500+ Tweets 100,454 followers reached 1.6 million impressions Power of Dads Twitter Meetup www.DadCentralConsulting.com 33
Whit Honea in Action 10,000 Visitors 48,000 Visitors 1,175 Followers 617 Friends Featured Blogger Featured Blogger Featured Dad Blog Featured Blogger Featured Blogger www.DadCentralConsulting.com34
Jason Bean in Action: Gatorade www.DadCentralConsulting.com 35
Muskrat in Action: Ralph Lauren www.DadCentralConsulting.com 36
The Emergent Dad Influencer www.DadCentralConsulting.com37