Recently, Google partnered with Flamingo and Ipsos Connect to study the wild and wonderful world of millennials. What they discovered was that a large number of them were parents. And here's what these parents did with a significant amount of their time: scoured the internet for videos on how to become moms and dads.
The findings were released earlier this week at the South by Southwest Festival in Austin, and have since been published on Google's Think Tank blog.
Research, though targeted toward individuals in their twenties and early thirties, showed that parents are getting a lot more creative when it comes to raising kids—specifically men who are new to fatherhood.
According to the study, 86 percent of dads viewed clips for guidance on preparing a meal or using a product, while 82 percent of them watched videos on pop culture news to connect with their children.
Alert the media: This is huge!
Over the past 50 years, fathers have nearly tripled the time they spend with their children. And, with technology options growing at an exponential rate, more and more fathers rely on YouTube for guidance.
So waht's up with all these changes? The research shows it could have something to do with us (moms).
Women tend to bite off more than we can chew, but what happens when we become mothers? How do we find time to sterilize an entire house while simultaneously flipping a burger and pumping out breast milk? It's called work-life balance and finding it is somewhat of a fool's errand.
A 2013 survey by the United States Department of Labor showed the amount of time individuals spend doing housework, food preparation and cleanup on a daily basis. On average, women spent 10 to 20 minutes more on each task than men. And *trust* that that number quadruples when you have kids.
So, why NOT encourage dad to get online?
When challenged with plumbing, or any other home repair issue, millennial men aren't afraid to whip out an iPhone and fire up How-To" videos on YouTube. Considering there is no rule book on parenting, it only makes sense that they would add it to their growing list of tutorial favorites.
According to a recent survey by Crowdtap, almost 90 percent of participants admitted to using social media to answer parenting questions. In other words, technology is the new black.
We all know that YouTube is the quickest way to learn without interruption. It offers free advice without the hassle of annoying classmates or the frustration that comes along with sitting in traffic, so the fact that parents are using this technology to their advantage should come as no surprise. The real shock comes from those of us who had to figure it out on our own.
Are we bitter because Googling a video on childcare was non-existent when we were new parents?
Would we have binge-watched "How To Change A Diaper" while ordering UberEATS from our smartphone had we been given the opportunity?
The point is that things are different now. Men seem to want to be more involved now when it comes to raising children and technology has made it simple for them to do. Millennial or not, fatherhood is a good thing and stepping up your game to be a better one is a win-win for everyone.
Way to go, dads!