[img_assist|nid=26092|title=The Placecast study found that US Digital Dads are avid mobile coupon users|desc=|link=popup|align=left|width=81|height=150]Dads have emerged as the most enthusiastic digital coupon-cutters in a new poll commissioned by Placecast, and conducted online within the US by Harris Interactive.
The latest poll (Wave IV) in the ‘Alert Shopper’ series of research revealed that 58 per cent of American dads with smartphones said they had taken action on a promotion or coupon received on their phones, outpacing mums and the total surveyed average.
According to the results of the study, ‘Digital Dads’ (those with smartphones and kids under 18 in the household) are emerging as a powerful segment for marketers to connect with, proving themselves more likely than others to opt-in to location-based offers and share deals with friends.
“At first we were surprised to see how interested fathers are in getting offers on their phones – but it really makes sense, because men from 18-34 have historically been early adopters to new tech, and those ages overlap with the dad demographic,” said Placecast CEO, Alistair Goodman. “Smart marketers are recognizing that younger dads are spending more time with their kids and also more engaged with family shopping – there’s great potential to reach them using their devices, especially tablets.”
The research found that a majority of Digital Dads want mobile promotions. 69 per cent of dads who have smartphones and don’t already receive mobile alerts say they are at least somewhat interested in receiving them from merchants on their phones (provided it was opt-in), while 6 out of 10 ‘Mobile Moms’ said the same, as did 42 per cent of the total surveyed average. 
The study also revealed that dads are more likely to take action on a mobile offer than moms. 58 per cent of dads surveyed said they had taken action on a promotion or coupon received on their phones, compared to 46 per cent of moms, and just 31 per cent of the total surveyed average.
Digital Dads also like to share a deal. 53 per cent of the Digital Dads who are at least somewhat interested or already receive alerts said they would recommend the store to others, compared to 48 per cent of the moms and 35 per cent of the total surveyed average.
Most dads find local mobile offers useful. Four out of five Digital Dads and Mobile Moms said they would find location-based mobile offers at least somewhat useful, with dads having a very slight lead – 81 per cent of dads versus 79 per cent of moms. 55 per cent of the total surveyed average said the same.
Finally, the study found that dads are mad for tablets. 55 per cent of dads have a tablet, compared to 39 per cent of moms and just 30 per cent of the total surveyed average.
