||Dads Becoming More Involved, But Moms Remain Major Household Purchase Decision-Makers
Although dads are making inroads, moms still dominate purchase decisions in most U.S, households.
According to a September 2013 survey by Child's Play Communications, moms remain the major household purchasing decision-maker in about 80% of families.
Other notable findings include:
"Dads are becoming the "new 'new' thing" in marketing to parents," said Stephanie Azzarone, founder and president of Child's Play Communications. "Our study clearly shows where dads are key decision-makers today and where they still play minor roles, so that brands can make wise choices when allocating their marketing dollars."
- Moms are responsible for the majority of household purchase decisions, about two-thirds. This is notable because it contrasts with the long-held belief that moms are responsible for about 80% of household purchasing decisions, an indication that dads are getting more involved.
- Dads continue to dominate decision making in what might be considered traditionally "male" categories. 55.3% of moms and 62.2% of dads said that dad was entirely responsible for buying decisions related to home repair and 50% of moms and 57.0% of dads said dad had sole responsibility for lawn & garden. Meanwhile, roughly a third or more said dads handle all decision making for automobiles (38.4% of moms, 48.6% of dads) and technology (31.8% of moms, 35.1% of dads). The percentages remained similar when families were asked what dads were "primarily" vs. "entirely" responsible for.
- Moms, however, dominated purchasing decisions for children's products. In fact, dad's role here was noticeably minimal. Moms said that only 1.1% of dads were entirely responsible for buying children's toys and clothes and dads were in close agreement, claiming sole responsibility for 2.2% of toy purchases and 1.2% of children's clothes.
- The balance improved when families were asked where they shared responsibility equally. The four categories that ranked significantly higher than others among both moms and dads were home furnishings (51.0% of moms and 46.0% of dads said decision making here was shared equally), family travel (51% and 46.6%), family entertainment (43.2% and 43.1%) and appliances (41.4% and 36.2%).
(Source: Chain Store Age, 10/24/13)