Find your audience
Men are interested in categories like health and wellness, cooking and shopping—and they consider product reviews and friends’ opinions when making buying decisions.

Challenge

The old stereotypes of men being lazy or uninvolved with kids and household chores are dated. Today men are interested in categories like health and wellness, cooking and shopping—and it turns out they consider product reviews and friends’ opinions when making buying decisions. They are also less brand loyal than women and less responsive to advertising messages. So how can advertisers effectively target this valuable audience?


Solution

This study highlights current habits among men, particularly pre-family men and young dads, and proves that it’s time to deliver a new message.


Results

Advertisers shouldn’t just consider women when targeting shoppers—men are quickly catching up. The study revealed some fascinating trends among pre-family men and young dads:

  • They’re gamers—and they also use their consoles to stream movies and other content.
  • They give advice to family and friends—especially about tech and home products.
  • They’re mobile—many travel and a vast majority communicate primarily via their mobile phone.