Publication: Ipsos
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The Consumer Is Not A Moron, He Is Your Child's Father

The Consumer Is Not A Moron, He Is Your Child's Father

20.10.11

AdAge Article Published October 17, 2011 – Moms have been the operative target for packaged goods and many other brands for eons. But growing research suggests that while dads are far from being the key decision makers or caretakers at home, their role is growing. According to an Ipsos LMX family study completed earlier this year among 2,800 moms and dads, dads are the major players when it comes to entertainment, spend 50% more time than moms with their kids online, were 50% more likely than moms to take the kids to movies, and were also more likely to take the kids to theater, sporting events or concerts.

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