| GOLF COURSES EMPTY ON FATHER'S DAY? NATIONAL SURVEY FINDS TODAY'S DADS PREFER TIME WITH THEIR KIDS, IN A LANDSLIDE
If there's one day a year you'd figure dads get a free pass, it's Fathers Day. Figure again, as a new national survey finds dads want anything but. Round of golf? Dads prefer a Father's Day with their kids, by nearly six-to-one. Get lost in another hobby? The kids win again, by more than three-to-one. Good old solitude? The kids outrank by a landslide, at more than four-to-one.
The study, conducted by Silver Stork Research for LEGO Systems, Inc. has implications far beyond Father's Day. It identifies a generation of "New Dads": dads who are more hands on; dads who want to spend more and better time with their children; dads who recognize what play time meant to them as children and understand how it impacts their own children's development.
There are other eye-opening findings. Dads are turning to "creatively inspired" activities like pretend play, art and construction play almost as much as sports for quality playtime. Saying schools are doing just an "adequate" job, dads see themselves assuming a more central role in their children's development, primarily through playtime.
The New Dad The role of dads is changing, with many dads more actively parenting - whether getting the kids ready for school, putting dinner on the table, supervising playtime or helping with homework, according to Marta Loeb, president of Silver Stork Research. "Children whose fathers share meals with them, spend their leisure time with them, and help them with homework do significantly better academically and build better life skills," explains Loeb. Interestingly, and perhaps another sign of the changing times of the New Dad, only 15% of dads surveyed say they are at their best when working/earning to be the "provider".
Fun and play are the cornerstones of much of the interaction between dads and their children. The old adage that dads are a child's favorite playmate holds true for dads surveyed as 1 out of every 2 dads feel at their "best" as a father when playing with their children, followed by "teaching/helping with homework" (36%). What did dad play with growing up? According to the survey, dads' favorite toys growing up were: LEGO® bricks, their bike, games, and action figures like G.I. Joe.
"Especially with construction play, something that dads grew up with, we see dads getting more involved in playtime, and that's great for both the dad and child, and can even provide the often much needed break for busy moms," says Michael McNally, senior brand relations manager for LEGO Systems and the dad behind the blog www.dadinprogress.com. "Playtime is a natural, easy time for dads to both connect with their children and unplug from the stress of their work lives," said McNally, a father of two. "There's nothing easier or more gratifying than getting down on the floor and creating something together."
Silver Stork Research/LEGO Systems Dad Survey Highlights:
• Six out of 10 dads (64%) want to spend time with their children on Father's Day, followed by going out to eat (22%), spending time on a personal hobby (18%) or doing nothing (15%).
• Dads surveyed report a high level of involvement in their child's growth, both physically and intellectually. Reading (81%) and creativity (46%) are dads' top-two priorities when it comes to their child's intellectual development.
• Construction/building toys top the list of Dad's favorite toys when he was growing up.
• Dads point to construction and creative play as the type of play activity they'd like to see their child doing more of (58%), far outranking other cited activities including board games (25%), wired games (10%) and pretend play (7%).
Methodology
Results are based on responses to an online survey completed by 621 fathers ages
25+, of children ages 6-9 years old, living in the U.S. Silver Stork Research fielded
the survey May 26-June 1, 2006. The survey results are statistically accurate at a 95% confidence level (+/-5%). ###
About Silver Stork Research
Silver Stork Research is the leading market research provider focused exclusively on moms and the family. Maintaining a database of more than 10,000 U.S. moms, Silver Stork specializes in primary market research and reporting emerging trends related to the consumer behaviors of moms. Silver Stork authored and published in partnership with MarketResearch.com the first-ever nationally syndicated report on the US Mom Market (2003), with a second edition due this year.
Parents can find creative play tips and more on parents.lego.com |
