As the father of a fifth grader and kindergartener, not to mention being a bona fide nerd, I’m well aware of the latest games and gadgets that are geared towards children. Ever hear of this obscure thing called Pokémon Go? But seriously, I’m actively involved with setting up my boys’ “wish lists” for tech-related items and tools – especially now that the start of school is just a few weeks away for us.

On that note, Yahoo’s Back-to-School Shopping Study featured in eMarketer a couple of months back takes a close look at consumer electronics for the back-to-school season (login required). It breaks down intentions by shopper type, including consumers just like me. Have a look:

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Maybe it’s feeding stereotypes, but in looking at the list above, us dads of school-aged kids are more likely than moms to be planning to purchase tech gadgets and related gear for back-to-school. In some cases, the difference is dramatic – take a look at tablet PCs (43% vs. 27%), desktop computers (27% vs. 15%), and computer software (28% vs. 14%).

Interestingly, last back-to-school season, MediaPost’s Marketing Daily featured research (also from Yahoo) about how more than one-half of dads being active in household shopping decisions. According to the study/article, this same group felt like advertising – including back-to-school advertising – rarely addresses fathers directly.

Sounds like a missed opportunity, right? But there’s more: a Yahoo VP quoted in the article mentioned that dads tend to spend more on back-to-school shopping than moms. One study cited had the numbers at $410 for dads on average, and $338 for moms on average. That difference is a factor of 1.2x.

According to the latest comScore Media Metrix numbers, RhythmOne reaches 90.1% of 25-54 year-old dads in the U.S. who are online and also have children in the household. That’s an above average composition index of 114. Digging in deeper with the tech angle, comScore’s latest Plan Metrix numbers indicate RhythmOne reaches 94.7% of U.S. dads online who consider themselves “tech geeks.” And more than one dozen of our content verticals have very high composition index numbers for this targeted demo, including Hispanic (370), Sports (188), Personal Finance (172), and Automotive (162).

NRF projects that total back-to-school (including back-to-college) spending is expected to reach $75.8 billion this year. Are you missing out on reaching a vital demographic this season?

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