An informational cutsheet including infographic design on advertising to young father demographic profiles.
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MEN. DO ADVERTISERS REALLY UNDERSTAND THEM? IT’S TIME TO RETHINK MEN. It’s not just technology, sports and beer. Men spend a lot of time online comparing prices in what’s considered more “female” categories like health and wellness and food and cooking. 1 More than half of them read reviews of products and services and nearly as many share positive research results with friends. Nearly as many men as women will call a friend to ask advice about a purchase while they’re shopping in a store. And more men than women look up product reviews on their smartphone while in the store. Planning their futures and careers, saving, getting married and having children. Grocery shopping, co-parenting (and changing diapers!) and cooking a lot of the family meals. IT’S TIME TO DITCH THE STEREOTYPE. MEN AREN’T AS BRAND LOYAL AS WOMEN. They like to know how to use stuff. They turn to search engines, comparison sites and brand sites to educate them – if the information isn’t compelling, they start over. MEN CAN BE HARDER TO PERSUADE THAN WOMEN. While men and women recall advertising at similar levels, men are generally less responsive to advertising messages overall. MEN ARE MULTITASKERS. It can be hard to capture their attention when they’re on three devices at once. RELYING ON PREVIOUS STEREOTYPES TO INFLUENCE MEN WON’T WORK It may even alienate them. The portrayal of the lazy guy or Dad that doesn’t know how to wash clothes or feed his kids is out of touch with reality and further perpetuates negative stereotypes.
Transcript
MEN. DO ADVERTISERS REALLY UNDERSTAND THEM?
IT’S TIME TO RETHINK MEN.
It’s not just technology, sports and beer. Men spend a lot of time online comparing prices in what’s considered more “female” categories like health and wellness and food and cooking.1 More than half of them read reviews of products and services and nearly as many share positive research results with friends.
Nearly as many men as women will call a friend to ask advice about a purchase while they’re shopping in a store.
And more men than women look up product reviews on their smartphone while in the store.
Planning their futures and careers, saving, getting married and having children. Grocery shopping, co-parenting (and changing diapers!) and cooking a lot of the family meals.
IT’S TIME TO DITCH THE STEREOTYPE.
MEN AREN’T AS BRAND LOYAL AS
WOMEN.They like to know how to
use stuff. They turn to search engines, comparison sites and brand sites to educate them –
if the information isn’t compelling, they start over.
MEN CAN BE HARDER TO
PERSUADE THAN WOMEN.
While men and women recall advertising at similar
levels, men are generally less responsive to advertising
messages overall.
MEN ARE MULTITASKERS.
It can be hard to capture their attention when
they’re on three devices at once.
RELYING ON PREVIOUS STEREOTYPES TO INFLUENCE MEN WON’T WORK It may even alienate them. The portrayal of the lazy guy or Dad that doesn’t know how to wash clothes
or feed his kids is out of touch with reality and further perpetuates negative stereotypes.
0.2 Watching Movie in Theater 0.00.6 Reading 0.31.6 Playing Video Games 1.01.7 Listening to Radio/Recorded Audio 2.13.0 Going Online/Using a Computer 1.80.2 Watching Pre-recorded Video 0.13.1 Watching TV 3.1
SERVICESMobile/Smartphone
Cable TVInternet
Satellite TVLandline Phone
Newspaper Subscription (Online)
CONTENTVideo Games
DVDs/BluRay DiscsLive Events Tickets
BooksMovie Tickets
CDs
$271312101027
$191210910--
321719667
381514107--
8.9NON-LEISURE
2.8OTHER LEISURE
8.6SLEEPING
2.2OTHER LEISURE
12.6NON-LEISURE
7.9SLEEPING
DAILY TIME SPENT WITH MEDIA
AVERAGE SPEND ON MEDIA(PER MONTH)
Content $121Services $247
Content $118Services $278
TOTAL
$368TOTAL
$396
YOUNG DAD
10.4HOURS3
8.6HOURS3
PRE-FAMILY MAN
Not all media options listed.
Several devices I use have become more useful since having a child, from internet searches, to online shopping and bill pay… to apps for my iPad to monitor the baby or read stories and to Skype relatives who live too far away to visit often.MALE, AGE 29, 1 CHILD
OPPORTUNITIES FOR MARKETERS
WRAP UP
PRE-FAMILY MANMy primary focus right now is to build myself a base for my career, for the next 5 years, while still enjoying myself. In the next 5 years, I’ll probably have a family. Some ankle-biters.MALE, AGE 25
“
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“ ”Women may be the heavy shoppers in their house, but research shows men are catching up. Our advice to marketers is to look beyond their typical target (female) audience and make men feel at home.
Our ads enable advertisers to tell their stories how they want to, control their message in a brand-friendly environment, and are more persuasive than ads on competitive sites.
And our properties attract guys who have a higher likelihood to make purchases compared with other sites.
Only Microsoft Advertising combines high-quality content with proven technology across multiple screens to help advertisers reach and engage men at the point of purchase.
1 Survey by Men’s Health magazine and GfK Roper 2 Pew Internet & American Life Project 3 Ipsos MediaCT, March 2012
THEY’RE BIG GAMERS: 75% spend more than 7 hours gaming and also connect their game console to the internet to watch movies/download content
THEY LOVE THEIR TOYS: Spend the most time online researching autos, 50% are influenced by digital advertising; 44% are loyal auto and tech enthusiasts
THEY’RE HIGHLY MOBILE AND THEY’RE SOCIAL: 87% primarily communicate via mobile phone and 90% use Facebook
THEY GIVE ADVICE ABOUT TECH PRODUCTS: 72% give advice to their friends and family about tech products
THEY’VE CLEANED UP THEIR ACT: 70% say the type of media they consume is more ‘family’ friendly
THEY STILL TRAVEL: 54% expect to travel this year
THEY’RE STILL GAMERS: but 79% use their console for streaming movies and other family friendly content
THEY GIVE ADVICE ABOUT HOME PRODUCTS and they’re social: 54% give advice to their friends and family about CPG products and 94% use Facebook
YOUNG DAD
“ ”…advertising and products that are family friendly…MALE, AGE 29, 3 KIDS
