Table of Contents
Executive Summary
-
- Men by the numbers
- Men average about nine hours per week online at home
-
- Figure 1: Time spent online at home in the last seven days, by gender, November 2012-December 2013
- Traditional TV advertising has widest reach – and greatest impact
-
- Figure 2: Male reactions to advertising, by age, April 2014
- Men feeling more responsibility for a variety of household chores
-
- Figure 3: Family life and chores, April 2014
- Achieving a work/life balance is a challenge for men – dads, in particular
-
- Figure 4: Attitudes toward work/life balance, by demographics, April 2014
- Opportunity to market personal care and grooming products
-
- Figure 5: Male attitudes toward appearance and personal care, April 2014
- Men balancing time with friends and with family
-
- Figure 6: How men split leisure time between friends and family, by age, April 2014
- Hispanics react positively to social media
-
- Figure 7: Reactions to advertising and social networks, by Hispanic origin, April 2014
- What we think
Issues and Insights
-
- Say no to old school, “macho” marketing, yes to an emotional connection
- The issues
- The implications
- Ads will find men online
- The issues
- The implications
- Young men need guidance as they become more domestic
- The issues
- The implications
Trend Application
-
- Trend: Man in the Mirror
- Trend: Entrepreneurial Spirit
- Trend: Play Ethic
Men by the Numbers
-
- Key points
- Older male population on the rise
-
- Figure 8: Male population aged 18 or older, by age, 2009-19
- Fewer older men available to be paired with older women
-
- Figure 9: Number and ratio of males to females, by age, 2014
- Hispanic male population growing 10x faster than non-Hispanic
-
- Figure 10: Male population, by race and Hispanic origin, 2009-19
- Growth in male Hispanic population shifts balance younger
-
- Figure 11: Males aged 18 or older, by age and by race and Hispanic origin, population change 2014-19
- Men waiting longer to marry
-
- Figure 12: Median age at first marriage, by gender, 2003-13
- Majority of men are college educated
-
- Figure 13: Educational attainment of men aged 25 or older, by age, 2012
- Seven in 10 men are in the labor force
-
- Figure 14: Labor force participation rates, by gender, 1972-2012
- Hispanic men are most active in the workforce
-
- Figure 15: Male labor force participation rates, by race/Hispanic origin, 2012
- Wage gap still prominent
-
- Figure 16: Real median earnings of year-round workers, by gender, 2002-12
- Occupation choices impact earnings
-
- Figure 17: Percent distribution of employed persons, by occupation and gender, 2013
Innovations and Innovators
-
- Dollar Shave Club makes splash on social media
-
- Figure 18: Dollar Shave Club, YouTube ad, 2012
- J&D Foods find success makin’ bacon
-
- Figure 19: J&D’s Foods Bacon Popcorn
- Indochino lets men custom-tailor suits online
Marketing Strategies
-
- Overview of the brand landscape
- Theme: Sports and star athlete endorsements
- Head & Shoulders runs with in-season sports stars
-
- Figure 20: Head & Shoulders, “CJ Wilson: Signature #Whiff,” television ad, 2014
-
- Figure 21: Head & Shoulders, “Head & Shoulders for Men – Sneak Preview to Troy Polamalu,” television ad, 2013
- Campbell’s soup, sports, and mama’s boys
-
- Figure 22: Campbell’s Chunky, “Richard Sherman and Mama” video announcement, 2014
- VW signs three-year fantasy sponsorship with CBS
-
- Figure 23: Volkswagen Coaches Corner, Overview, 2013
- Theme: Proud to be a dad
- Subaru celebrates “world’s greatest dads”
-
- Figure 24: Subaru, “Best Dad” television ad, 2014
- Doritos gives daddy a reason to party (tea party)
-
- Figure 25: Doritos, “Fashionista Daddy” television ad, 2013
- Tide treats dads like ordinary people
-
- Figure 26: Tide, “My Tide – Dad,” television ad, 2012
- Theme: “Movember” raises awareness regarding health issues for men
-
- Figure 27: TOMS Shoes Movember promotion, 2013
-
- Figure 28: Proctor & Gamble’s Mr. Clean with mustache, 2012
Men Online
-
- Key points
- Men spend nine hours a week online at home
-
- Figure 29: Time spent online at home in the last seven days, by gender, November 2012-December 2013
- Middle-aged men productive online
-
- Figure 30: Male online activities and websites visited in the last 30 days, by age, November 2012-December 2013
- More affluent men more active online
-
- Figure 31: Male online activities and websites visited in the last 30 days, by household income, November 2012-December 2013
- YouTube most popular site among males
-
- Figure 32: Male websites visited in the last 30 days, by age, November 2012-December 2013
Men and Advertising
-
- Key points
- Traditional TV advertising still has widest reach
-
- Figure 33: Male reactions to advertising and social networks, by age, April 2014
- More affluent men have more conversations regarding TV ads
-
- Figure 34: Male reactions to advertising and social networks, by household income, April 2014
Family Life, Chores, and Children
-
- Key points
- Half of men say they are solely responsible for grocery shopping
-
- Figure 35: Male perceptions of family life and responsibility for chores, April 2014
- Young men need guidance regarding family life and chores
-
- Figure 36: Male perceptions of family life and sole responsibility for chores, by age, April 2014
- Middle-income men are DIY candidates
-
- Figure 37: Male perceptions of family life and sole responsibility for chores, by household income, April 2014
- Parenting responsibilities more often shared between spouses
-
- Figure 38: Male perceptions of family life and responsibility for children, April 2014
- Younger dads far more hands-on in parenting
-
- Figure 39: Male perceptions of family life and sole responsibility for children, by age, April 2014
- Less affluent men pitching in at home
-
- Figure 40: Male perceptions of family life and sole responsibility for children, by household income, April 2014
Attitudes Toward Work/Life Balance
-
- Key points
- Work/life is less balanced for men than it is for women
-
- Figure 41: Attitudes toward work/life balance, by gender, April 2014
- Work/life balance worst among 35-44 year-old men
-
- Figure 42: Male attitudes toward work/life balance, by age, April 2014
- More affluent men successfully using technology to help balance work/life
-
- Figure 43: Male attitudes toward work/life balance, by household income, April 2014
- Men who shoulder more responsibilities at home feel the least balanced
-
- Figure 44: Male attitudes toward work/life balance, by count of family life and chores, April 2014
Attitudes Toward Personal Care and Appearance
-
- Key points
- Niche market of men comfortable buying personal care products
-
- Figure 45: Male attitudes toward appearance and personal care, by age, April 2014
- Opportunity to market nontraditional products to affluent men
-
- Figure 46: Male attitudes toward appearance and personal care, by household income, April 2014
- Men twice as likely as women to use all-purpose or dandruff shampoo
-
- Figure 47: Kinds of shampoo used, by gender, November 2012-December 2013
- Head & Shoulders most popular brand
-
- Figure 48: Brands of shampoo used in the last seven days, by gender, November 2012-December 2013
- Younger men more likely to use facial cleansing products
-
- Figure 49: Male use of facial cleansing/medicated products/toners, by age, November 2012-December 2013
- Moisturizers used by nearly half of 35-54 year-old men
-
- Figure 50: Male use of moisturizers/creams/lotions, by age, November 2012-December 2013
- Older, more affluent men seeking professional personal care services
-
- Figure 51: Male use of professional personal care services, by age and by household income, November 2012-December 2013
Entertainment and Non-work Activities
-
- Key points
- Men spending time at home and with families
-
- Figure 52: Male entertainment and non-work activities, by age, April 2014
- More affluent men spend more time with family
-
- Figure 53: Male entertainment and non-work activities, by household income, April 2014
- Men out with the boys can be reached via sporting events
-
- Figure 54: Male entertainment and non-work activities, by engagement with professional sports, April 2014
- Music choices a critical component of marketing to men
-
- Figure 55: Male past 12 month leisure activities, by age, November 2012-December 2013
Men and Sports
-
- Key points
- NFL most popular league among men
-
- Figure 56: Sports interest, by gender, November 2012-December 2013
- Watching sports at home can still be social experience
-
- Figure 57: Male sports fans level of engagement with professional sports, by age, April 2014
- Less affluent men more likely to wear sports apparel
-
- Figure 58: Male sports fans level of engagement with professional sports, by household income, April 2014
- Men checking websites during sporting events
-
- Figure 59: Male sports fans level of engagement with professional sports, by reactions to advertising and social networks, April 2014
Race and Hispanic Origin
-
- Key points
- Overview
- Hispanics react positively to social media
-
- Figure 60: Male reactions to advertising and social networks, by race/Hispanic origin, April 2014
- Opportunity to help Hispanic men take charge of finances
-
- Figure 61: Male perceptions of family life and sole responsibility for chores, by race/Hispanic origin, April 2014
- Hispanics less comfortable with purchase and use of personal care products
-
- Figure 62: Male attitudes toward appearance and personal care, by race/Hispanic origin, April 2014
- Hispanics watching sports online
-
- Figure 63: Male sports fans level of engagement with professional sports, by race/Hispanic origin, April 2014
Custom Segment – Dads
-
- Key points
- Dads more engaged with both TV and online advertising
-
- Figure 64: Male reactions to advertising and social networks, by presence of children in household, April 2014
- Dads seek better work/life balance
-
- Figure 65: Male attitudes toward work/life balance, by presence of children in household, April 2014
- Dads making time to get out with friends
-
- Figure 66: Male entertainment and non-work activities, by presence of children in household, April 2014
- Dads more engaged all around with professional sports
-
- Figure 67: Male sports fans level of engagement with professional sports, by presence of children in household, April 2014
Appendix – Other Useful Consumer Tables
-
- Reactions to advertising and social networks
-
- Figure 68: Male reactions to advertising and social networks, by count of family life and chores, April 2014
- Family life, chores, and children
-
- Figure 69: Male perceptions of family life and sole responsibility for chores, by count of family life and chores, April 2014
-
- Figure 70: Male perceptions of family life and sole responsibility for chores, by presence of children in household, April 2014
-
- Figure 71: Male perceptions of family life and shared responsibility for children, by age, April 2014
-
- Figure 72: Male perceptions of family life and shared responsibility for children, by household income, April 2014
- Attitudes toward work/life balance
-
- Figure 73: Male attitudes toward work/life balance, by marital status, April 2014
-
- Figure 74: Male attitudes toward work/life balance, by race/Hispanic origin, April 2014
- Attitudes toward personal care and appearance
-
- Figure 75: Attitudes toward appearance and personal care, by gender, April 2014
-
- Figure 76: Male attitudes toward appearance and personal care, by presence of children in household, April 2014
-
- Figure 77: Male attitudes toward appearance and personal care, by count of family life and chores, April 2014
-
- Figure 78: Male attitudes toward appearance and personal care, by reactions to advertising and social networks, April 2014
- Entertainment and non-work activities
-
- Figure 79: Entertainment and non-work activities, by gender, April 2014
-
- Figure 80: Male entertainment and non-work activities, by count of family life and chores, April 2014
-
- Figure 81: Male entertainment and non-work activities, by engagement with professional sports, April 2014
- Men and sports
-
- Figure 82: Male sports fans engagement level with professional sports, April 2014
-
- Figure 83: Sports fans level of engagement with professional sports, by gender, April 2014
Appendix – Trade Associations
Back to top