Electronics and family time are coveted dad interests.
DEERFIELD BEACH, FL. - June 9, 2005 - Simmons, an Experian company and the most respected authority on the behavior of the American consumer, today revealed what dads really want for Father's Day this year. Neckties and Soap-On-A-Rope are swell gifts, but if you really want to hit the spot check out the following most popular choices for dads in the last year, according to the latest Simmons National Consumer Study (NCS).
Of American dads surveyed:
Seventy-nine percent (79%) own a portable or tabletop television set compared to eight percent (8%) who own a fancier giant screen projection TV or eight percent (8%) who own a flat screen TV.
Why not spring for an upgrade?
Over three million dads said they plan to purchase a TiVo or Replay TV Digital Video Recording (DVR) system in the next year.
Why not beat dad to the punch?
Dads: "I rarely go shopping" Agree?? 49%
Neither Agree/Disagree?? 20%
No Response?? 6%
Eighty-seven percent (87%) of dads said they enjoy spending time with their family.
Why not plan a day with dad doing one of his favorite activities?
Top 5 Dad Leisure Activities
Of dads surveyed, 65% enjoy listening to music.
Of dads surveyed, 58% enjoy dining out at nice restaurants.
Of dads surveyed, 41% enjoy reading books.
Of dads surveyed, 40% enjoy going to a beach or lake.
Of dads surveyed, 39% enjoy playing card games.
Top 5 Dad Sport/Fitness Activities
Of dads surveyed, 38% enjoy swimming.
Of dads surveyed, 35% enjoy fitness/exercise walking.
Of dads surveyed, 28% enjoy freshwater fishing.
Of dads surveyed, 28% enjoy playing basketball.
Of dads surveyed, 27% enjoy playing billiards/pool.
Did You Know?
There are over 48 million (48,075,000) dads in the United States. (Sample size: 24,686 respondents)
Of dads surveyed, 80% are married and 9% are divorced and 7% are single/never been married.
More single/divorced dads live in California, followed by Texas, Illinois, Florida, and New York.
Simmons NCS is a comprehensive study of American adult consumers in all their diversity. It provides information on consumer usage behavior for all major media, more than 450 product categories and over 8,000 brands. The NCS includes demographic, psychographic, and lifestyle descriptions of all Americans, including the Hispanic/Latino market. It is a must-have for any business that really wants to understand their consumers in this multi-cultural, multi-channel, multi-media type of world.
For more information, please contact Dave Aneckstein at 954-427-4104, Ext. 148 or
-All responses based on a sample size of 5,560 fathers except "total dads in U.S."
Source- Simmons Fall 2004 National Consumer Study.
Simmons Market Research
Simmons, an Experian Company, has been a leading chronicler of the American consumer for over 50 years. From the products they buy and the brands they prefer, to their internet shopping behaviors, attitudes, and lifestyles, Simmons measures over 30,000 American consumers each year using statistically projectable samples. Simmons' samples include the largest representation of all Americans, including, Hispanic, African American, Asian and other consumers and are used by over 500 clients worldwide to provide the most complete picture available on America's consumers. We welcome you ... to the world of the American Consumer ... through the eyes of the authority in the business... Simmons, an Experian Company