Table of Contents
Methodology
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- Mr Britain typology
- Aspiration
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- Figure 1: Silhouettes of the perfect self
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- Figure 2: The businessman
- Figure 3: The family man
- Figure 4: The active one
- Figure 5: The socialiser
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- Figure 6: The wise man
- Figure 7: The working man
- Research results
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- Figure 8: Research methodology flowchart
Personality Profile
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- Figure 9: Mr Britain male groups, December 2010
- Extraversion
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- Figure 10: Personality factor – Extraversion, December 2010
- Dominance
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- Figure 11: Personality factor – Dominance, December 2010
- Agreeableness
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- Figure 12: Personality factor – Agreeableness, December 2010
- Conscientiousness
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- Figure 13: Personality factor – Conscientiousness, December 2010
- Neuroticism
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- Figure 14: Personality factor – Neuroticism, December 2010
- Openness
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- Figure 15: Personality factor – Openness, December 2010
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Mr Passive
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- Figure 16: Personality profile – Mr Passive
- What this means
- Mr Passive overview
- Overview
- Personal finance
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- Figure 17: Mr Passive – financial product ownership, by age, December 2010
- Figure 18: Mr Passive – current financial situation, by age, December 2010
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- Figure 19: Mr Passive – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 20: Mr Passive – regular magazine readership, by age, December 2010
- Radio
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- Figure 21: Mr Passive – radio listenership, every day/most days, by age, December 2010
- TV shows
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- Figure 22: Mr Passive – TV programmes watched regularly, by age, December 2010
- Movies seen and preference
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- Figure 23: Mr Passive – movies seen and enjoyed or planned to see in the last few years, by age, December 2010
- Favourite movies
- Leisure
- Leisure time activities
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- Figure 24: Mr Passive – leisure activities done regularly or occasionally, by age, December 2010
- Sport/exercise regime
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- Figure 25: Mr Passive – sport and exercise activities done in the last 12 months, by age, December 2010
- Holidays taken and future preferences
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- Figure 26: Mr Passive – holidays taken in the last three years, by age, December 2010
- Figure 27: Mr Passive – likely next holiday, by age, December 2010
- Fashion and grooming
- Preferred clothing stores/brands
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- Figure 28: Mr Passive – clothing labels owned, by age, December 2010
- Personal grooming habits
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- Figure 29: Mr Passive – personal grooming opinions, by age, December 2010
- Deodorant brand selection
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- Figure 30: Mr Passive – select deodorant brand choice, by age, December 2010
- Technology
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- Figure 31: Mr Passive – technology product ownership, by age, December 2010
- Figure 32: Mr Passive – mobile phone network and TV reception, by age, December 2010
- Automotive
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- Figure 33: Mr Passive – car brands currently driven, by age, December 2010
- Figure 34: Mr Passive – preferred next car, taking likely budget into account, by age, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 35: Mr Passive – restaurant types eaten at in the last three months, by age, December 2010
- Figure 36: Mr Passive – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
- Premium vs. value food and drink
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- Figure 37: Mr Passive – select egg type choice, by age, December 2010
- Figure 38: Mr Passive – select orange juice brand choice, by age, December 2010
- Mr Passive’s attitudes towards advertising
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- Figure 39: Mr Passive – attitudes towards advertising, December 2010
- Figure 40: Information sources influencing Mr Passive’s decision processes, December 2010
- Figure 41: Information sources influencing Mr Passive’s decision processes continued, December 2010
- Aspiration – Who does Mr Passive want to be?
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- Figure 42: Mr Passive’s perfect self, December 2010
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Mr Accomplished
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- Figure 43: Personality profile – Mr Accomplished
- What this means
- Mr Accomplished overview
- Overview
- Personal finance
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- Figure 44: Mr Accomplished – financial products owned, by age, December 2010
- Media
- Magazines
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- Figure 45: Mr Accomplished – magazines read regularly, by age, December 2010
- Radio
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- Figure 46: Mr Accomplished – radio stations listened to – every day/most days, by age, December 2010
- TV programmes
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- Figure 47: Mr Accomplished – TV programmes watched regularly, by age, December 2010
- Movies seen and preference
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- Figure 48: Mr Accomplished – preferences for movies seen and planned to see, by age, December 2010
- Leisure
- Leisure time activities
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- Figure 49: Mr Accomplished – leisure habits, by age, December 2010
- Sport and exercise
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- Figure 50: Mr Accomplished – sport and exercise habits, by age, December 2010
- Holidays taken and future preferences
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- Figure 51: Mr Accomplished – holidays taken, by age, December 2010
- Fashion and beauty
- Preferred clothing stores
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- Figure 52: Mr Accomplished – clothing labels owned, by age, December 2010
- Personal grooming habits
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- Figure 53: Mr Accomplished – personal grooming opinions, by age, December 2010
- Deodorant brand used
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- Figure 54: Mr Accomplished – preference in deodorant, by age, December 2010
- Technology
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- Figure 55: Mr Accomplished – technology product ownership, by age, December 2010
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- Figure 56: Mr Accomplished – mobile phone network, by age, December 2010
- TV services in household
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- Figure 57: Mr Accomplished – TV reception, by age, December 2010
- Automotive
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- Figure 58: Mr Accomplished – type of car driven, by age, December 2010
- Figure 59: Mr Accomplished – age of car driven, by age, December 2010
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- Figure 60: Mr Accomplished – brand of car driven, by age, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 61: Mr Accomplished – restaurants eaten at in the last three months, by age, December 2010
- Figure 62: Mr Accomplished – restaurants ordered from/eaten off premises in the last three months, by age, December 2010
- Premium vs value food and drink
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- Figure 63: Mr Accomplished – select egg type choice, by age, December 2010
- Figure 64: Mr Accomplished – select orange juice brand choice, by age, December 2010
- Mr Accomplished’s attitudes towards advertising
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- Figure 65: Mr Accomplished – attitudes towards advertising, by age, December 2010
- Figure 66: Information sources influencing Mr Accomplished’s decision processes, December 2010
- Figure 67: Information sources influencing Mr Accomplished’s decision processes continued, December 2010
- Aspiration – Who does Mr Accomplished want to be?
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- Figure 68: Mr Accomplished’s perfect self, December 2010
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Mr Uncomplicated
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- Figure 69: Personality profile – Mr Uncomplicated
- What this means
- Mr Uncomplicated overview
- Overview
- Personal finance
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- Figure 70: Mr Uncomplicated – financial product ownership, by age, December 2010
- Financial situation
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- Figure 71: Mr Uncomplicated – current financial situation, by age, December 2010
- Financial outlook
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- Figure 72: Mr Uncomplicated – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 73: Mr Uncomplicated – regular magazine readership, by age, December 2010
- Radio
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- Figure 74: Mr Uncomplicated – radio listenership, every day/most days, by age, December 2010
- TV shows
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- Figure 75: Mr Uncomplicated – TV shows watched regularly, by age, December 2010
- Movies seen and preference
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- Figure 76: Mr Uncomplicated – preferences for movies, by age, December 2010
- Favourite movies
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- Figure 77: Mr Uncomplicated – favourite films, December 2010
- Leisure
- Leisure time activities
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- Figure 78: Mr Uncomplicated – leisure habits, by age, December 2010
- Sport and exercise
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- Figure 79: Mr Uncomplicated – sport and exercise activities done in the last 12 months, by age, December 2010
- Holidays taken and future preferences
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- Figure 80: Mr Uncomplicated – holidays taken in the last three years, by age, December 2010
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- Figure 81: Mr Uncomplicated – likely next holidays, by age, December 2010
- Fashion and beauty
- Preferred clothing labels
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- Figure 82: Mr Uncomplicated – preferred clothing labels, by age, December 2010
- Personal grooming habits
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- Figure 83: Mr Uncomplicated – personal grooming opinions, by age, December
- Deodorant brand selected
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- Figure 84: Mr Uncomplicated – select deodorant brand choice, by age, December 2010
- Technology
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- Figure 85: Mr Uncomplicated – technology product ownership, by age, December 2010
- Mobile phone network provider
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- Figure 86: Mr Uncomplicated – mobile phone network, by age, December 2010
- Television reception
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- Figure 87: Mr Uncomplicated – TV reception, by age, December 2010
- Automotive
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- Figure 88: Mr Uncomplicated – type of car driven, by age, December 2010
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- Figure 89: Mr Uncomplicated – car brands driven compared to future preference, by age, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 90: Mr Uncomplicated – restaurant types eaten at in the last three months, by age, December 2010
- Figure 91: Mr Uncomplicated – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
- Premium vs. value food and drink
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- Figure 92: Mr Uncomplicated – select egg type choice, by age, December 2010
- Food preferences – orange juice
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- Figure 93: Preference of type of orange juice, by age, December 2010
- Mr Uncomplicated’s attitudes towards advertising
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- Figure 94: Mr Uncomplicated – attitudes towards advertising, by age, December 2010
- Figure 95: Information sources influencing Mr Uncomplicated’s decision processes, December 2010
- Figure 96: Information sources influencing Mr Uncomplicated’s decision processes continued, December 2010
- Aspiration – who does Mr Uncomplicated want to be?
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- Figure 97: Mr Uncomplicated’s perfect self, by age, December 2010
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Mr Exuberant
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- Figure 98: Personality profile – Mr Exuberant
- What this means
- Mr Exuberant overview
- Overview
- Personal finance
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- Figure 99: Mr Exuberant – financial product ownership, by age, December 2010
- Figure 100: Mr Exuberant – current financial situation, by age, December 2010
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- Figure 101: Mr Exuberant – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 102: Mr Exuberant – regular magazine readership, by age, December 2010
- Radio
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- Figure 103: Mr Exuberant – radio listenership, every day/most days, by age, December 2010
- TV shows
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- Figure 104: Mr Exuberant – TV programmes watched regularly, by age, December 2010
- Movies seen and preference
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- Figure 105: Mr Exuberant – movies seen and enjoyed or planned to see in the last few years, by age, December 2010
- Favourite films
- Leisure
- Leisure time activities
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- Figure 106: Mr Exuberant – leisure activities done regularly or occasionally, by age, December 2010
- Sport and exercise
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- Figure 107: Mr Exuberant – sport and exercise activities done in the last 12 months, by age, December 2010
- Holidays taken and future preferences
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- Figure 108: Mr Exuberant – holidays taken in the last three years, by age, December 2010
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- Figure 109: Mr Exuberant – likely next holiday, by age, December 2010
- Fashion and grooming
- Preferred clothing labels
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- Figure 110: Mr Exuberant – clothing labels owned, by age, December 2010
- Personal grooming habits
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- Figure 111: Mr Exuberant – personal grooming opinions, by age, December 2010
- Deodorant brand selection
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- Figure 112: Mr Exuberant – select deodorant brand choice, by age, December 2010
- Technology
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- Figure 113: Mr Exuberant – technology product ownership, by age, December 2010
- Figure 114: Mr Exuberant – mobile phone network and TV reception, by age, December 2010
- Automotive
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- Figure 115: Mr Exuberant – car brands currently driven, by age, December 2010
- Figure 116: Mr Exuberant – preferred next car, taking likely budget into account, by age, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 117: Mr Exuberant – restaurant types eaten at in the last three months, by age, December 2010
- Figure 118: Mr Exuberant – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
- Premium vs. value food and drink
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- Figure 119: Mr Exuberant – select egg type choice, by age, December 2010
- Figure 120: Mr Exuberant – select orange juice brand choice, by age, December 2010
- Mr Exuberant’s attitude towards advertising
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- Figure 121: Mr Exuberant – attitudes towards advertising, by age, December 2010
- Figure 122: Information sources influencing Mr Exuberant’s decision processes, December 2010
- Figure 123: Information sources influencing Mr Exuberant’s decision processes continued, December 2010
- Aspiration – Who does Mr Exuberant want to be?
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- Figure 124: Mr Exuberant’s perfect self, by age, December 2010
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Mr Cultured
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- Figure 125: Personality profile – Mr Cultured
- What this means
- Mr Cultured overview
- Overview
- Personal finance
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- Figure 126: Mr Cultured – financial product ownership, December 2010
- Figure 127: Mr Cultured – current financial situation, December 2010
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- Figure 128: Mr Cutured – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 129: Mr Cultured – regular magazine readership, by age, December 2010
- Radio
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- Figure 130: Mr Cultured – radio listenership, every day/most days, by age, December 2010
- TV shows
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- Figure 131: Mr Cultured – TV programmes watched regularly, by age, December 2010
- Movies seen and preference
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- Figure 132: Mr Cultured – movies seen and enjoyed or planned to see in the last few years, December 2010
- Favourite films
- Leisure
- Leisure time activities
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- Figure 133: Mr Cultured – leisure activities done regularly or occasionally, December 2010
- Sport and exercise
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- Figure 134: Mr Cultured – sport and exercise activities done in the last 12 months, December 2010
- Holidays taken and future preferences
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- Figure 135: Mr Cultured – holidays taken in the last three years, December 2010
- Figure 136: Mr Cultured – likely next holiday, December 2010
- Fashion and grooming
- Preferred clothing labels
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- Figure 137: Mr Cultured – clothing labels owned, December 2010
- Personal grooming habits
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- Figure 138: Mr Cultured – personal grooming opinions, December 2010
- Deodorant brand selection
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- Figure 139: Mr Cultured – select deodorant brand choice, December 2010
- Technology
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- Figure 140: Mr Cultured – technology product ownership, December 2010
- Figure 141: Mr Cultured – mobile phone network and TV reception, December 2010
- Automotive
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- Figure 142: Mr Cultured – car brands currently driven, December 2010
- Figure 143: Mr Cultured, preferred next car, taking likely budget into account, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 144: Mr Cultured – restaurant types eaten at in the last three months, December 2010
- Figure 145: Mr Cultured – restaurant types ordered from and eaten off premises in the last three months, December 2010
- Premium vs. value food and drink
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- Figure 146: Mr Cultured – select egg type choice, December 2010
- Figure 147: Mr Cultured – select orange juice brand choice, December 2010
- Mr Cultured’s attitude towards advertising
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- Figure 148: Mr Cultured – attitudes towards advertising, December 2010
- Figure 149: Information sources influencing Mr Cultured’s decision processes, December 2010
- Figure 150: Information sources influencing Mr Cultured’s decision processes continued, December 2010
- Aspiration – who does Mr Cultured want to be?
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- Figure 151: Mr Cultured’s perfect self, December 2010
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Category Analysis
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- Personal finance
- Income
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- Figure 152: Gross annual household income, by male groups, December 2010
- Product ownership
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- Figure 153: Financial products owned, by male groups, December 2010
- Current financial situation
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- Figure 154: Current financial situation, by male groups, December 2010
- Financial outlook
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- Figure 155: Financial outlook, by male groups, December 2010
- Media
- Newspaper/magazine readership
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- Figure 156: Daily and Sunday newspaper readership, by male groups, December 2010
- Figure 157: Magazines read regularly, by male groups, December 2010
- Radio station
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- Figure 158: Radio stations listened to, every day/most days, by male groups, December 2010
- TV shows
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- Figure 159: TV programmes watched regularly, by male groups, December 2010
- Movies seen and preference
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- Figure 160: All men – movies seen and liked or planned to see, December 2010
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- Figure 161: Preferences for movies seen and planned to see, by male groups – positive attitude, December 2010
- Favourite movie
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- Figure 162: All men – favourite movies of all time, December 2011
- Leisure
- Sport/exercise regime
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- Figure 163: Sport and exercise habits, by male groups, December 2010
- Leisure time activities
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- Figure 164: Leisure habits, by male groups, December 2010
- Holidays taken and future preferences
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- Figure 165: Holidays taken by typologies, November 2010
- Fashion and beauty
- Preferred clothing stores
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- Figure 166: Clothing labels owned, by male groups, December 2010
- Personal grooming habits
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- Figure 167: Personal grooming opinions, by male groups, December 2010
- Deodorant brand used
- Technology
- Product ownership
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- Figure 168: Technology owned, by male groups, December 2010
- Mobile phone network provider
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- Figure 169: Personal mobile phone network provider, by male groups, December 2010
- TV services in household
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- Figure 170: TV reception, by male groups, December 2010
- Automotive
- Car ownership
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- Figure 171: Current car ownership, by male groups, December 2010
- Future car preference
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- Figure 172: Future car preferences, by male groups, December 2010
- Food and drink
- Supermarkets shopped at
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- Figure 173: Supermarket usage, by male groups, December 2010
- Eating out/takeaway
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- Figure 174: Restaurants eaten in, by male groups, December 2010
- Premium vs. value food and drink
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- Figure 175: Preference – eggs, by male groups, December 2010
Appendix
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- Demographics
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- Figure 176: Male groups, by demographics, December 2010
- Mr Exuberant
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- Figure 177: Mr Exuberant, by age and region, by demographics, December 2010
- Figure 178: Mr Exuberant, by marital status and socio-economic group, by demographics, December 2010
- Mr Uncomplicated
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- Figure 179: Mr Uncomplicated, by age and region, by demographics, December 2010
- Figure 180: Mr Uncomplicated, by marital status and socio-economic group, by demographics, December 2010
- Mr Passive
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- Figure 181: Mr Passive, by age and region, by demographics, December 2010
- Figure 182: Mr Passive, by marital status and socio-economic group, by demographics, December 2010
- Mr Accomplished
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- Figure 183: Mr Accomplished, by age and region, by demographics, December 2010
- Figure 184: Mr Accomplished, by marital status and socio-economic group, by demographics, December 2010
- Mr Cultured
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- Figure 185: Mr Cultured, by age and region, by demographics, December 2010
- Figure 186: Mr Cultured, by marital status and socio-economic group, by demographics, December 2010
- Automotive
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- Figure 187: Current car ownership, by male groups, December 2010
- Figure 188: Future car preferences, by male groups, December 2010
- Mr Exuberant
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- Figure 189: Mr Exuberant – current car ownership, by age, December 2010
- Figure 190: Mr Exuberant – future car ownership, by age, December 2010
- Mr Uncomplicated
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- Figure 191: Mr Uncomplicated – current car ownership, by age, December 2010
- Figure 192: Mr Uncomplicated – future car ownership, by age, December 2010
- Mr Passive
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- Figure 193: Mr Passive – current car ownership, by age, December 2010
- Figure 194: Mr Passive – future car ownership, by age, December 2010
- Mr Accomplished
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- Figure 195: Mr Accomplished – current car ownership, by age, December 2010
- Figure 196: Mr Accomplished – future car ownership, by age, December 2010
- TV shows
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- Figure 197: TV shows watched regularly, by male groups, December 2010
- Figure 198: Mr Exuberant – TV shows watched regularly, by age, December 2010
- Figure 199: Mr Accomplished – TV shows watched regularly, by age, December 2010
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- Figure 200: Mr Uncomplicated – TV shows watched regularly, by age, December 2010
- Figure 201: Mr Passive – TV shows watched regularly, by age, December 2010
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