Father's Day has passed, and while much of the past few weeks have been focused on targeting consumers with gifts for dad, it's important to remember that dad's are consumers too. Just like other marketing demographics, the common experiences faced by dad's affect their shopping behavior in a way that marketers can use to create more engaging campaigns. A recent study from Valassis shows many fathers use discounts, coupons and online tools to make decisions.

Using data from their 2K18 Coupon Intelligence Report, Valassis shows that dads buck many of the consumer trends associated with men. The survey showed that dads are just as concerned about finding a good deal, conducting product research and hunting for coupons as women and mothers.

There were several highlights from the study that showed dads can be just as serious as mothers when it comes to shopping. For example, the study revealed that nine out of 10 (93 percent) fathers were searching for coupons online prior to shopping, compared to 81 percent of all consumers. In some cases, fathers may do more researching than moms. The survey found that 80 percent use a coupon app (such as RetailMeNot) and 72 percent use a deal comparison app, compared to 61 percent and 47 percent of moms, respectively.

The fact that so many dads use apps to help them shop is a good reason to consider mobile marketing when trying to reach the demographic. The Valassis survey found that while shopping in-store, 89 percent of dads will switch brands based on a discount notification received on a mobile device, a third higher than the 63 percent of all consumers. Similarly, 91 percent of dads search for discounts on a mobile device.

"A lot of marketplace attention is put on mothers as the household shopper and saver, but fathers are an equally important target audience," said Curtis Tingle, Chief Marketing Officer, Valassis. "Dads want a good deal just as much as moms, and are willing to do the research in order to get one. With these insights, marketers can better understand how and when to influence dads in the shopper journey - both online or in-store."

Even when shopping in-store, online marketing affects dads in ways that many would not suspect. The study reported that more than two-thirds of fathers (68 percent) have a set planning routine before shopping. According to Valassis' findings, three out of five (63 percent) dads research product ratings and reviews before making a purchase and 72 percent use a shopping list app, as opposed to 43 percent and 36 percent of all consumers, respectively.

Dad are even known to do some thorough research when shopping. Four out of five (82 percent) dads surveyed by Valassis look at a record of their shopping history with retailers online, compared to 53 percent of all consumers. Dads seek out both print and digital coupons: 63 percent prefer to download them from the internet to their shopper/loyalty card; 61 percent via the mail or mobile device; and 58 percent look to a newspaper coupon book.

There is a common belief that men are faster shoppers that women. While this obviously varies from person to person, there may be some truth to the stereotype. The Valassis survey found that while many dads value savings, speed is still a factor, with almost two-thirds saying convenience is a top priority as well. Among the survey respondents, 63 percent valued convenience and saving time over saving money, versus 42 percent of moms and 35 percent of all consumers.

Many parts of the modern family dynamic have changed, and it's important for marketers to understand these changes when creating campaigns. Family product sellers need to consider dads to be as much of a part of their audience as moms. The Valassis research shows that dad consumers can't be overlooked, since they are just as likely to look at websites, search for coupons and more.

For more recent research that can help business owners and marketers, read this article on the benefits of targeting "household enthusiasts".

Published on: Jun 18, 2018
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