Dads say they make 1 out of 3 meals in their households, and they’re keeping an eye on health.6 They’re 1.2x more likely to search for healthy recipes than male Pinners as a whole.7 They’re also more likely to search for workout tips than male Pinners who aren’t dads.8
Dads over-index in searches for easy meals and snacks, compared to male Pinners as a whole.9 When it comes to meal prep, they’re looking for time-saving techniques, plus appliances like air fryers or Instant Pots.
Dads are more likely to search for home gadgets than other Pinners. They’re especially interested in smart home technology (3x more searches than Pinners overall) and home entertainment consoles.11
Compared to other Pinners, dads are especially focused on getting things done. They’re actively considering what they want, and search 62% more than the average Pinner.12
Dads share responsibilities with their partners, so it makes sense they share Pinterest boards, too. They’re 3x more likely to have shared boards than the average male Pinner.13 Jacob, a dad in Oregon, uses Pinterest boards to make joint decisions with his wife. “My wife and I share a board that is talking about what we want to do with our house and how we want to style it,” he said.