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.
were released earlier this week at the South by Southwest Festival in Austin, and have since been published on Google's
Think Tank blog.
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
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
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?
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.