We’ve got Father’s Day on our minds, so we decided to take a closer look at today’s dads.
Family life is evolving, and today’s dads prioritize their time differently than past generations. Millennial dads are more likely to say they help with household and childcare tasks. Compared to dads from 1965, they spend more than 2x the time on housework (9.8 hours per week) and nearly 3x the time on childcare (7.3 hours per week).1
Dad’s chores stretch from meal prep to entertainment. And when he needs new ideas, he turns to Pinterest for help. Nearly 40% of US dads use Pinterest, including 45% of dads with a household income of $100k+ who have children living at home.2
Sure, they look up grills and gadgets (more on that in a bit). But overall, dads use Pinterest much like any other Pinner. They look up recipes, search for playtime ideas and dig into hobbies. They also use Pinterest to shop, with 82% saying they find new products on the platform.3
“Pinterest makes me feel happy,” says Sean, a 37-year-old dad in Utah. “It makes me feel connected to the world.
Want to reach dads like Sean? Here’s 7 things to know about today’s dads, based on our latest research.
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.