When most people think about shopping they think about women, but that way of reasoning may not be the most accurate way to describe consumer behaviors. There is a lot of research that shows men play a huge role in commerce in ways that go against traditional gender roles. To ensure their campaigns have maximum effectiveness, marketers need to take the changing role of men in shopping in the modern age into consideration. Here are seven recent statistics to help marketers create better campaigns for men.
According to Nielsen, 70 percent of US millennial males use social media, only 38 percent of older male demographics use social media. This means it is essentially twice as hard to target older men on social men than younger men.
The same study also found that millennial males watch less traditional TV than any other group. The study noted millennial males spend an average of 20 hours per week watching traditional TV, compared to 23 hours for millennial females, 28 hours for gen X males, and 38 hours for boomer males. Marketers should use video ads on websites like YouTube or Hulu to reach more young men with ad content.
A different Nielsen study noticed a similar trend in regards to millennial males and traditional radio. More than half (53%) of Americans ages 18-34 who listen to network radio are male.
Though it may seem counterintuitive men are more likely than women to have smartphones. According to Pew Research Center, 61 percent of US men own smartphones, compared to 57 percent for women.
Despite the stereotype that women are the thrifty shoppers, research shows men like a good sale too. Nielsen reported that on-sale items account for 34 percent of US women’s shopping spending, compared to 28 percent for men.
Men also do more cooking than tradition would have people think. The same study from Nielsen found that 47 percent of US men do more than 50 percent of their families’ shopping and cooking.
Men respond to branded advertising better than women. This is true across various forms of media. A study from Nielsen reported that globally, more men than women trust branded advertising on websites (69% men vs. 68% women), on TV (63% men vs. 61% women), in newspapers (63% men vs. 60% women), in magazines (61% men vs. 59% women) and on the radio (57% men vs. 56% women).
Targeting men through marketing can be challenging but using the data from these studies shows a few tricks marketers can use to target men online. These studies also show that men are good target audiences for areas that were traditionally considered the domain of women. With more men cooking, searching for coupons, working in the home, etc., it gives package good retailers a lot of new avenues to consider when creating campaigns.
One of the best things about internet marketing is that once a business owner knows their target audience, there is always a way to find them. Now that marketers know all the way they can use men as a target audience for their campaign, reaching them is simply a matter of changing the settings on your next campaign.
For more stats that business owners can use to help reach their target audience, read this article with 10 stats about food and drink marketing to consumers.