How’s Your Masculine Intuition?

Stats from the Yahoo! Digital Dads study challenge some “old wives’ tales” about husbands
Perception: Men don’t “do housework.”
Reality: A staggering share of Digital Dads say they are the prime person in their home responsible for domestic chores. Half (51%) say they are the family grocery shopper, while four in ten (41%) say they handle laundry duties. Many men also report that they handle cleaning (40%) and cooking (39%) tasks.
Perception: Men are allergic to shopping.
Reality: Digital Dads shop, they drop cash—get used to it. The study indicates that dads are getting more involved in eight of the 14 product categories that Yahoo! tracked. Four in five dads (81%) said they are frequenting stores more, as well as aisles that display items in these categories (83%). Contrary to what many marketers expect, men were also more likely to respond that they shop for “personal enjoyment” in the 14 key categories (47% vs. 37% […]

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