DIY dads look to their high-tech little helper ahead of Father's Day

Media Release, 27 August 2013

Modern dads are going online for everything from entertaining the kids to learning how to fix the kitchen sink, according to new Telstra research released ahead of Fathers Day.

The research found that ninety-two percent of Aussie dads now use a connected device such as a tablet or smartphone every day, with nearly two thirds admitting to consulting YouTube to learn how to make, build or fix things.

Telstra Director of Consumer Mobility, Scott McGibbony, said with the rise of smartphones and tablets a modern father has emerged, with dads keeping in touch with family and friends, getting the latest news and doing personal admin like banking using their tech gadgets.

“You might want to close your ears mums! The research also revealed more than half of Aussie dads use their connected device to keep the kids entertained, with more than one fifth of dads telling us they have multiple apps on their phone for the kids. More than half of the fathers surveyed also told us that having a connected device helps them stay connected to their children,” Mr McGibbony said.

The research shows many dads prefer to keep up with current affairs ahead of managing their Facebook profile, with the top five types of apps dads are downloading being news(68%), banking(54%), social media(46%), games(44%) and sports(40).

“When it comes to the gaming apps, Candy Crush Saga is the game of choice for younger dads while dads aged 45 and above prefer card game apps like Solitaire. We also see battle lines drawn when it comes to live sporting apps, the AFL Live app kicks goals with dads in VIC, TAS, WA and SA while the NRL app scores a try among dads in NSW and QLD,” Mr McGibbony said.

“With more than 1.5 million downloads of the AFL Live app and 800,000downloads of the NRL app it’s no surprise sporting apps are popular among dads.”

“The connected dad has also changed his gift expectations, where once socks and jocks or breakfast in bed would have been the typical gift, now nearly half of dads surveyed said they want a connected device this Father’s Day. Tablets topped the list followed by smartphones and computers,” Mr McGibbony said.

The research also revealed:

  • There’s a new way to couch surf with 75% of Dads surveyed saying they use their connected device at home the most.
  • Personal fitness apps are the least popular apps among Dads with only 5% of Dads saying they download fitness apps on their smartphone or tablet
  • Nanny tool - Victorian Dads are the most likely to use a connected device to entertain the kids with two out of three Vic Dads admitting to using their device as a nanny tool.
  • Go-go gadget - One in Five fathers from the ACT say they would give up TV for a week to get the latest smartphone or tablet

1This research was conducted by Pure Profile in August 2013 on a representative sample of 1,250 Australians aged 18+ in Australia.