New research has highlighted that Australian millennial dads (aged 18-34) are a particularly different breed of dad compared to their older counterparts, with the lifestyle and aspirations of this age group evolving notably over the past few years.

Nielsen Consumer and Media View data shows that a majority of Aussie millennial dads (83%) say that family is more important than their careers, and this idea is supported by almost two thirds (58%) of these dads saying they have a good work/life balance.

When we compare today’s 18-34 year old dads against the same demographic back in 2013, a higher number of Aussie millennial dads now describe themselves as affluent or financially secure.

In addition, compared with older generations, Aussie millennial dads are more likely to make an effort with their appearance. Almost one third (31%) say they keep up to date with the latest fashion and 16% say they influence the household’s purchase of skincare and cosmetic products.

They are also a brand-conscious bunch with 40% saying they are willing to spend more on well-known brands.
Almost a third of millennial dads focus on quality over price when shopping for groceries, and 37% spend more than 30 minutes reading catalogues and over 20 hours a week online.

Advertisers and retailers looking to reach and connect with this unique group of fathers should look to implement online advertising. Millennial dads claim to spend an average of 18 hours using the internet per week and are 73% more likely to spend 20+ hours using mobile internet in an average week when compared to all Aussie dads. Online magazines and cinemas are two other media avenues that would allow brands to engage with this specific audience.