“Men show high willingness to spend more on self-improvement in appearance and fitness, as well as taking more responsibility in family purchases. Being long exposed with diversified information from social media to ecommerce platforms, men have become more capable of applying technology to make life convenient and comfortable, and more confident in creating own criteria of purchases for both themselves, families and friends.

The idea long exists that men are simple creatures while women are complex is no longer true. They are increasingly aware of building other attractive features of being considerate, trendy and elegant, besides typical men’s images of mature and masculine. When marketing to men, tapping into men’s practical interest of health, sports, and technology, while understanding the call from “a man’s romance”, will help brands to effectively approach targeted male consumers.”

– Gloria, Research Analyst, 30 September, 2020

This report will look at the following areas:

The impact of COVID-19 on marketing to men and the key trends after COVID-19.

Men’s financial independence.

Usage of different types of apps and priorities when purchasing gifts for different recipients.

Priorities in different life aspects and their ideal image.

Consumption attitudes towards what to spend on, who will influence the purchasing decision and when to make the purchase.

Preferred advertising content.