Dads often feel (and are) ignored when it comes to product development, marketing, and advertising. And because few companies acknowledge fathers, the dads market is a relatively uncluttered space.

What Dads Think And Do demonstrates how portraying dads realistically in their daily lives, and acknowledging the emotional impact of being a father, wins their trust - and their spending.

What Dads Think And Do reveals how today's fathers shop, use media, interact with their children, and participate in family life. You'll discover:

• Which activities dad spend time and money on with their kids;
• What chores today's fathers do;
• How dads research products;
• What and how much dads purchase online;
• Dads' feelings about traditional and digital media ads;
• Which product categories are best targeted towards dads;
• How to successfully reach dads on their own terms.

DADS IN TRANSITION

Of the more than 70 million men with children in the U.S., just over a third are married with children under age 18 at home. More than a quarter live separately from at least some of their children. Blended families are common. And nearly half of fathers under age 45 have at least one child born outside of marriage.

What Dads Think And Do goes beneath the numbers to demonstrate:

• How "non-traditional" households have emerged as the new norm;
• The differences in how dads and moms spend leisure time with their kids;
• Dads' involvement in homework and their kids' online use.
• What dads buy online for their kids, and what they spend on it.

Published November 2012, 24 pages. 21 charts, graphs and tables.