Who's Your Daddy?

Ann-Marie Vazzano

Young & Rubicon Group recently released the results of its “Who’s Your Daddy” study, which looks at behaviors of more than 8,000 North American dads. Here’s a look at some of the interesting findings:

• Overall, 45% of dads are the primary grocery shoppers, but that number jumps to 80% for Millennial dads.
• 48% of dads consider themselves loyal to brand-name products, compared to just 35% of moms.
• 81% of dads would find location-based mobile offers useful, and 58% of fathers with smartphones and kids under 18 have taken action on a mobile offer.
• 49% of Millennial dads are mainly responsible for planning dates and other activities with their kids outside the home. GP