Data Dive: Millennial dads are optimistic and informed

According to new research from IPG Mediabrands, milliennial dads are more likely to research products online, but are often cynical about ads.

Millennial dads are connected, more likely to be financially-independent than non-dads and be active shoppers.

Those stats come from new research from IPG Mediabrands, which examined the 25-to 34-year-old group of dads and non-dads ahead of this weekend’s Father’s Day.

In contrast with millennial moms, who were analyzed earlier this year, millennial dads report being more connected to smartphones and tablets, and more optimistic about their finances.

Millennial dads are more likely than non-dads to want brands to play a role in a worthy cause, with nearly half of respondents saying that would increase brand loyalty.

Mediabrands Millennials Dads FINAL (2)