Buying a gift for 'digital dads' this Father's Day

2019-06-16 07:25


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Gone are the days when fathers would force the household to watch the news on different channels every hour because they are nowadays are more interested in technology, trends and being cool, a new study conducted by Growth from Knowledge (GFK) has found.

So, if you are struggling with a gift for Father's Day, the GFK has ranked what fathers in different age groups prefer getting up to nowadays, which may or may not include being part of the ever-growing social media universe (and no, it does not seem like they mind that you have ignored their Facebook friend requests or blocked them on WhatsApp).

"Where many working-class fathers were once separated from their family to become migrant workers to provide for the family, today they are part of the household. These dads are establishing a place for themselves in the home not only as providers, but also as home builders, role models and heads of households," the study reported.

What is more, the study found that "they have increasing power and influence in the home and at the shelves. Brands should establish themselves as being dad friendly".

Tech-savvy fathers

The new generation of fathers (Generation Y and Z) has warmed up to technology with over 30% surveyed admitted to using virtual assistance such as Alexa, Siri and Google Assistant, while 41% revealed that they made online payments. They are also avid social media users. 


Young fathers have one eye on the future, while appreciating the traditional view of having an income and looking after the family by making sure that essentials such as life insurance (51%) are a top priority, while 48% have private healthcare insurance. The fathers in this category form part of Generation Y (aged 35 to 39) and are quite tech-savvy.

Between X and Y

Aged between 40 and 49, the fathers in this category were found to emphasise the importance of saving, brand loyalty and practicing self-care routines like going to salons and usually having regular skincare routines.

So what?

The evolving role of fathers in the home and society will challenge brands to adapt to rapid changes in male consumers' behaviour and values, the touch points they use to interact with brands, and their role in choosing household products.

And, while you are scrambling about what to get for this year's Father's Day or perhaps a birthday coming up, based on his age grouping, you now have your answer. 

Read more on:    digital  |  fathers day

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