• by Jack Loechner , Staff Writer @mp_research, December 12, 2011

Can’t find dad this holiday shopping season? Check the electronics aisle; he may very well be shopping there.

According to a recent wave of LMX, conducted by Ipsos, fathers with children aged 6-14 are significantly more likely than mothers with children of the same age to be planning on purchasing a host of consumer electronics. When it comes to buying consumer electronics such as smartphones, TVs, Tablets, Blu-ray players, 3-D TVs and desktop computers, dads with young kids are the gift retailers are happy to receive.

Donna Sabino, Senior Vice President with Ipsos OTX MediaCT, says “... families with kids are avid technology consumers... while we think of mom as the primary gatekeeper... (might be) surprisined at how important dad is in the purchase process when it comes to high tech electronics for the family...”

 “On so many of the tech items we measured, dads with young kids were far more likely to be planning to buy new electronics products than moms,” said Sabino. For example, 42% of the dads said they were planning to purchase a smartphone compared to only 34% of the moms. And 36% of dads said they were planning to purchase a new TV, while only 25% of moms share that sentiment.

The electronics market across America breaks up along some interesting ethnic divides. African-American and Hispanic parents of children aged 6-14 are more likely to buy smartphones and TVs than their Caucasian counterparts. And above all other groups, Asian/Pacific Islander parents were significantly more likely to buy a tablet, with 25% specifically expressing interest in buying the iPad2, a full ten points higher than the next closest ethnic group.

Sabino concludes “... knowing who’s looking to buy what is helpful for identifying and connecting with potential consumers...  vital information for retailers and manufacturers... within various communities and segments of the overall market... “

These are a few of key findings from LMX (Longitudinal Media Experience), a semi- annual syndicated research study launched by Ipsos OTX MediaCT.

For additional information from Ipsos, please visit here.