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Father’s Day 2019Fatherhood, Stated StatisticallyAccording to 2018 US Census Bureau data, there were 34.5 million families with their own children younger than 18, 23.8 million were families with married couples and 2.5 million were one-parent families of fathers only.In the category of co-resident fathers (parent of biological, step and adopted children), 86.0% with children younger than 18 were married with their spouse present, 4.3% were cohabiting with a joint biological child and 9.3% had no partner present.During 2018, there were 21.4 million married-couple family groups with children younger than 15, with 5.1 million stay-at-home mothers and 190,000 stay-at-home fathers, the lowest total since 2012.Number of Children of Co-Resident Fathers with No Partner Present, by Age Group, 2018Fathers’ Age GroupTotal ChildrenFathers’ Age GroupTotal Children15–2463,00045–49282,00025–29141,00050–54181,00030–34208,00055–64141,00035–39289,00065+14,00040–44286,000(US Census Bureau), November 2018Climate for Father’s Day SpendingRetail sales during Q1 2019 have been tepid at best, until March. January increased 0.6% from December 2018 and February decreased 0.2% from January, but March increased an unexpected and welcomed 1.6% from February.Consumer confidence has also declined based on The Conference Board’s monthly reports, from 131.4 for February to 124.1 for March. The Expectations Index also decreased from February to March, or 103.8 to 99.8, respectively.Although there are many global issues, such as a US-China trade agreement and Brexit, that could negatively or positively affect the US economy, the stock market had a relatively good first quarter, indicating Q2 could be better.Q1 2019 US Labor DataMetricJanuaryFebruaryMarchJob growth+312,000+33,000+196,000Unemployment rate4.0%3.8%3.8%Total unemployed persons6.5 M6.2 M6.2 MAverage hourly earnings+0.2%+0.2%-0.03Bureau of Labor Statistics, April 2019The Consumer DadNot surprisingly, men prefer to drive a large sedan, a midsize sedan, sports car and/or pickup truck compared to women, with a midsize sedan first, at 20%, and a pickup truck second, at 16%, suggesting auto accessory gift ideas for Father’s Day.Among alcoholic beverage preferences, beer is #1 among men, at 45%, compared to 18% of women and a mixed drink/cocktail 15% and 7%, respectively.When marketing power tools as Father’s Day gifts, 2018 data from The Stevenson Co. found 81% are purchased at brick-and-mortar stores, 67% are men shopping for themselves and 60% of consumers choose a power tool based on price.Sales Comparisons of Selected “Father’s Day” Retail Categories, June 2018 and 2017 Retail Category*June 2017June 2018% ChangeAutomotive parts and tire stores$7.843 B$7.825 B0.0%Electronics and appliance stores$7.562 B$7.821 B+3.4%Building materials and garden equipment and supplies dealers$36.158 B$36.585 B+11.8%Hardware stores$2.407 B$2.595 B+7.8%Men’s clothing stores$757.0 M$830.0 M+9.6%Sporting goods stores$4.003 B$3.907 B-2.4%Full-service restaurants$24.506 B$27.781 B+13.4%US Census Bureau, April 2019*unadjustedThe Active DadAccording to PeopleforBikes’ 2018 Participation Study, a larger percentage of men, or 38%, rode a bike than women, 25%, during the 12 months ending November 2018.Winter 2019 survey data found 30.5% of men with any children 6 years of age in Tampa-St. Petersburg, FL participated in hunting and fishing during the past 12 months, compared to 32.8% in Minneapolis-St. Paul, MN. Winter 2019 survey data revealed 14.1% of men with any children 6 years of age in Philadelphia, PA attended 3+ college/professional sports events during the past year, compared to 14.3% in Seattle-Tacoma, WA.Activities Men Conduct on a Regular Basis, Compared to Women, January 2018ActivityMenWomenActivityMenWomenCheck weather79%81%Check social media62%75%Check news80%72%Watch short videos54%51%Watch shows/episodes74%76%Post on social media39%44%Listen to music75%72%Listen to podcasts20%15%MARU/Matchbox, February 2018More Dads Are DigitalAccording to the Summer 2018 National Consumer Study from Simmons Research just 18.3% of fathers said they are more likely to buy products they see used/recommended by friends on social media, compared to 34.8% of women.The same study, however, revealed fathers are almost as likely as mothers to agree the Internet has changed how they obtain information about products and services, at 75.3% and 79.0%, respectively. A recent study from the University of Florida College of Journalism and Communications found the largest group of podcast listeners are Millennial-age men, listening to an average of four per week for 30 to 60 minutes.US Mothers and Fathers’ Activities After Their Children Go To Bed, November 2018ActivityFathersMothersWatch TV or movie76%81%Use social media60%71%Talk on the phone or text53%66%Have sex56%53%Read a book49%52%Do work or homework37%38%Play video games35%35%eMarketer (Deseret News and Center for the Study of Elections and Democracy at Brigham Young University), April 2019Additional AnalysisSince women are a prime target audience for Father’s Day gifts, it’s valuable to understand their weekday TV viewing. Using Winter 2019 survey data from The Media Audit for Tampa-St. Petersburg, FL and Minneapolis-St. Paul, MN again reveals, unsurprisingly, the largest percentage of women 18+ with any children 6 years of age and older watch TV during the evening, or primetime, but they over-index during other dayparts.Women 18+ with Any Children 6 Years of Age and Younger, by Average Weekday TV Viewing, Winter 2019DaypartTampa-St. Petersburg, FLDaypartMinneapolis-St. Paul, MNPercentIndexPercentIndex5:00am–7:00am5.4%595:00am–7:00am12.0%1007:00am–9:00am15.7%1017:00am–9:00am19.8%1109:00am–10:00am16.7%1039:00am–10:00am19.9%12810:00am–11:00am19.9%11410:00am–11:00am18.0%10911:00am–12:00pm13.1%8111:00am–12:00pm18.0%11512:00pm–1:00pm15.6%10312:00pm–1:00pm18.4%1141:00pm–2:00pm19.0%1181:00pm–2:00pm17.3%1322:00pm–3:00pm14.9%1032:00pm–3:00pm13.4%1003:00pm–4:00pm14.9%893:00pm–4:00pm17.6%1004:00pm–5:00pm18.1%934:00pm–5:00pm26.0%1125:00pm–6:00pm23.8%965:00pm–6:00pm30.2%1056:00pm–7:00pm21.8%956:00pm–6:30pm31.9%1047:00pm–7:30pm26.4%866:30pm–7:00pm33.0%997:30pm–8:00pm31.8%987:00pm–9:00pm25.9%888:00pm–10:00pm23.2%829:00pm–10:00pm24.3%9810:00pm–11:00pm17.1%1087:00pm–10:00pm53.1%988:00pm–11:00pm43.2%8710:00pm–10:30pm30.7%9911:00pm–11:30pm20.7%10810:30pm–12:00am20.4%9111:30pm–1:00am11.6%96Based on The Media Audit’s Winter 2019 surveys Sources: US Census Bureau Website, 4/19; CNBC Website, 4/19; Reuters Website, 4/19; US Bureau of Labor Statistics Website, 4/19; The Conference Board Website, 4/19; PwC Website, 4/19; YouGuv Website, 4/19; Beverage Industry Website, 4/19; , 4/19; Hardware Retailing Website PeopleforBikes Website, 4/19; The Media Audit Website, 4/19; IAB Website, 4/19; eMarketer Website, 4/19; MediaPost Website, 4/19.Updated: April 2019? 2019 Media Group Online, Inc. 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