Data-Centric Digital Media & Email Marketing

The 2020 Definitive Breakdown of the Millennial Dad

user-icn

Millennials, also known as Generation Y, reached adulthood at the beginning of the 21st century. A widely accepted definition for millennials is those born between 1982 to 2000, which means most have graduated from college, married, and have already had kids. Parents are a rich target market for brands given their high consumption of goods and services.

We note the importance of millennial moms multiple times. But, let’s not forget the dads, too!

Today, dads are not just financial providers; they spend more hands-on time taking care of their households and more time with their spouse and children. A few facts to back this up:

Understanding the consumer behavior and shopping habits of dads is vital to brands as they become responsible for a more significant portion of retail sales.

Mobile: The Same but Different

Millennials grew up in a digital-first world with mobile device use being second nature to most of Gen Y. Eighty-five percent of Millennial parents use their mobile devices for in-store shopping, but while millennial moms are coupon and deal seekers, dads are more about research. The number one reason millennial dads use their phones? Product reviews and ratings. Other popular tasks include comparing prices, finding nearby locations, store hours, and building shopping lists. Taking their copious research into action, 64% of millennial dads have used their mobile phones to make a purchase.

Brands must develop a seamless shopping experience across all devices and channels to offer millennial dads the ability to traverse between brick-and-mortar and online environments naturally. Ensure your digital shelf is optimized and easy to engage with; brand information must be mobile-friendly and up-to-date.

High-Quality Dads

The quality of a brand is critical for dad. Almost all (91%) of millennial dads say high quality is essential when making decisions between one brand over another. Further, 45% of dads say brands play a vital role in their life compared to 39% of non-dads. A great majority of millennial dads are also likely to recommend brands to others.

Investing in the Relationship

Brands should invest in not just high-quality products but also invest in building the relationship millennial dads are seeking. Loyalty programs, email, and e-commerce efforts can be highly successful tactics to help brands overcome inherent data gaps and develop better insights to support growth. The consumer relationship is an enterprise-wide marketing effort that creates a more valuable relationship with each consumer over time.

Reaching the Millennial Dad Shopper

Millennial dads’ media consumption behavior differs from that of previous generations. Unlike previous generations who can still be reached en masse effectively with traditional media, Gen Y dads have shifted online. Video, in all its forms, is the number one consumed medium. As such, retailers looking to attract shoppers (online or in-store) must consider digital and mobile as the first stop to attract millennial dad shoppers. To a great extent, digital and mobile ads are now the Point of Inspiration, Point of Discovery, and Point of Transaction all in one. Ensure there are no “dead ends” in the path to purchase by being very deliberate about making content “shoppable.”

Millennial dads do more than previous generations. Deeper involvement with the family means they are a more reachable – and more valuable – audience for brands. It’s time dads got their due!