Categories: Cardinal PathStrategyTechnology Services

Google Releases Data on Dads Ahead of Father’s Day

Millennial dads are fast becoming a digital marketer’s dream. They are taking on bigger roles at home and turning to the internet to navigate their way through a sea of questions related to parenthood.

Google’s article, Millennial Dads Turn to Digital in Their Moments of Need, illustrates the plight of young fathers who not only want to be more involved parents than their own fathers, but who want to do it really, really well:

88% of millennial dads feel it’s at least somewhat important to be the ‘perfect dad,’ a higher percentage than millennial moms.

From deciding which stroller to buy, to dressing minor wounds and setting up a choo-choo-train, dads are having what Google calls an ‘I-want-to-know/do/buy’ moment on a regular basis and their mobile phone is the device of choice more often than not.

… mobile, baby-related how-to searches are growing 49% YoY

As a father of two young children, I can relate. And while it’s likely that the vast amount of parenting information online has a little to do with the boom in fatherly engagement, there’s still work to be done to further engage fathers over mothers, who have long been a top marketing demographic.

The article cites a BabyCenter study published this month in which 58% of respondents say there’s not enough dad-focused content online and 69% say they wish there was more parenting content available for dads online.

Online marketers, this represents nothing but opportunity: Read the article here.

And to all my fellow dads, millennial or old-school: Happy Father’s Day to you.

John Hossack

For more than 10 years John Hossack has been working with companies both large and small to help them improve the performance of their online channels. John’s passions and much of his time are spent focusing on analytics, usability, and conversion testing with the goal of improving user experience and business conversion rates. John has presented at the eMetrics Summit in Toronto 2008, SMX Toronto 2008, 2009, and 2010 Web Analytics Association events, spoke at and emceed the Internet Marketing Conference 2008, 2009, and 2010 in Vancouver and numerous webinars including those of the American Marketing Association. John is a Sr. and Founding Partner at Cardinal Path, a performance optimization firm, as well as being a Past President of the International Internet Marketing Association. Prior to getting involved with the web John was a Treasury Manager and currency trader. John Hossack holds an MBA from the Australian Graduate School of Management and a BSc in Economics from the University of Victoria. John is a contributor to the Cardinal Path blog (CardinalPath.com/blog) and tweets under @vkistudios and @johnhossack John and his wife Pamela currently live in Vancouver British Columbia with their daughter Molly.