In 2014 there are about 119 million men aged 18+ in the US, and while the US population is aging with the greatest growth occurring among those 55+, nearly one third of men are in the key age range of 18-34. These younger men play a significant role in household purchasing decisions for products in the vast majority of industries. Today’s Millennial man is more diverse, more engaged in traditionally female roles, and more pressured to excel at both work and at home. Brands must be sensitive to these new male challenges to make the right connection.

Readers of this report will learn about specific attitudes and behaviors of men that will help marketers target ads to a male audience. Both traditional (TV) and nontraditional (online, social media) spaces are covered.

This report builds on the analysis presented in Mintel’s Marketing to Hispanic Men – US, December 2012, Online and Mobile Shopping – US, June 2013, and Men's Personal Care – US, October 2013 and includes some analysis presented in Mintel’s Marketing to Sports Fans – US, July 2014.

This report includes males aged 18+

For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore the attitudes and behaviors of male consumers. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in April 2014 among a sample of 948 males aged 18+ with access to the internet.

Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in the survey results. Please note that Mintel surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in the survey results.

Mintel has also analyzed data from Experian Marketing Services, using the NHCS (Simmons National Hispanic Consumer Study).

The Experian Marketing Services, Simmons NHCS was carried out during November 2012-December 2013, and the results are based on the sample of 21,837 adults aged 18+, with results weighted to represent the US adult population.

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

The following is a list of abbreviations used in this report.

Generations discussed within this report, are defined as: