Survey of Dads Reveals Key to Happy Marriage is Equal Division of Housework

CINCINNATI, June 17, 2010 /PRNewswire/ -- Just in time for Father's Day, a new study reveals how America's dads are feeling about their ever-expanding roles in the household, and how that shift in responsibilities is affecting their relationships with their spouse or significant other.  In a survey of more than 1000 fathers, a whopping nine out of ten (91%) agree that when they share household chores equally with their significant other, they get along better.  The survey, conducted by the new online destination for dads, ManoftheHouse.com, illuminates just how much fathers want to contribute at home, and how they see their relationships improve as a result of that contribution.

Dads Fulfilled More By Family Than Career Success

In addition to the boost their relationships might enjoy, dads are also very personally fulfilled by taking care of their family, and even more so than by having a successful career.   Approximately three out of four (73%) report a sense of fulfillment from taking care of their children. Other top sources of fulfillment include financially providing for their families (68%), and having a successful relationship with their significant other (63%).  Significantly fewer fathers said that having a successful career gave them the same sense of personal fulfillment (51%).  

Dads Want to be Better Caretakers of Home and Family

As traditional roles at home have morphed in the last generation, American dads are wearing more hats than they ever have – certainly more than their fathers did. Some never thought they'd be full-time dads, packing lunches or driving a mini van. Many men have not only accepted, but embraced the new era of fatherhood and they are seeking out the information they didn't learn from their fathers.

"At ManoftheHouse.com, we know how much fathers care about taking care of their homes and families and how they are increasingly turning to the Internet for information on how to do all the things they are expected to do these days," said Craig J. Heimbuch, editor in chief of Man of the House. "Man of the House was created as a guide for the jack of all trades trying to be better at work and at home, as a father and as a husband."

Nearly half (48%) of married dads report a fulfilled feeling from learning how to do new things around the house, such as cook or do home repairs.  And, about one in three fathers would be interested to learn more about advanced home renovation (35%), basic home repair (33%) or landscaping and gardening (33%). Dads also admit they'd like some assistance with parenting tasks, such as shopping for school clothes or supplies (41%), talking to their child about important issues (39%) or planning family outings or trips (37%).

Web is Dads' Number One Source for Help

Many dads consider the Internet as the best resource for the type of information they seek. Nearly one in two (49%) dads do research on the Internet to learn how to do something in their home, which is far more than those who would seek out help elsewhere, such as asking a friend (12%) or their own father (6%).   Dads are seeking a wide variety of information online. In fact, technology (60%), food or cooking (55%) and how to build, repair or care for things in the home (53%) are the top three topics dads have researched on the web.

Manofthehouse.com is a new website from Procter & Gamble Productions, run in partnership with Barefoot Proximity, aimed at helping dads succeed in their expanded role in the family.  The site features 8 different verticals which help break down aspects of men's everyday lives. Section titles include; Around the House, Food & Cooking, Money and Career, Technology and Gear, Family and Parenting, Relationships, Feeling Good and Looking Good.

Survey Methodology

The ManoftheHouse.com dad survey was conducted by Kelton Research between June 4-10, 2010, using an email invitation and online survey.

Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results.

In this particular survey, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 3.1 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.

About Barefoot Proximity:

Barefoot Proximity is part of Proximity Worldwide, a global interactive marketing and CRM network with offices in more than 50 countries. Proximity has been independently ranked as the world's most awarded integrated marketing services network according to The Won Report. It is part of BBDO Worldwide. More details at: http://www.barefootproximity.com.

About Procter & Gamble Productions:

For the last 75 years, Procter & Gamble Productions, a division of The Procter & Gamble Company (NYSE: PG), has been at the forefront of creating powerful, emotional relationships between consumers and brands. Through the development of original content, PGP has utilized the most advanced technology of each era to generate innovative properties, ranging from soap operas on the radio and early television to award shows to fast-growing web ventures. Current PGP properties include daytime drama As The World Turns, The People's Choice Awards, and original content websites such as Petside.com, DinnerTool.com and LifeGoesStrong.com. For more information, visit www.proctergambleproductions.com.

SOURCE Procter & Gamble Productions

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