Most kid-related purchases in various categories tend to be jointly made by parents/partners, with significant input from fathers, according to youth market research and strategy firm Smarty Pants, reports MediaPost.

Some findings from the study:

• Some 24% of fathers surveyed said they’re the sole decision-makers for electronic/tech devices.
  • 20% said so regarding recreational/sports equipment and 18% for video games
  • From 14% to 16% said so for family vacations, sit-down restaurant meals, fast-food meals, movies and videos, toys and games, educational books and DVDs, drinks, snacks, groceries, and personal care products.
  • 12% said they’re the sole deciders regarding clothing purchases.
• Joint decisions with wives/partners ranged from 50% for kids’ personal care products to 74% for in-restaurant meals.
• 64% of dads said they spend more time with their children than their own fathers did.
  • They spend 5.2 hours with their kids on weekdays, and 6.6 hours on weekends, on average.
  • Half of respondents said that they’re “much better” fathers than their own fathers were, while 40% said that they’re “on par” with their own fathers.

“Marketers need to address the reality that dads, particularly younger dads, really are present and involved in their kids’ lives, including the shopping,” Smarty Pants President Wynne Tyree is quoted as saying.