Albany, NY -- (SBWIRE) -- 07/23/2014 -- Men are a broad consumer base that are increasingly being recognized by marketers. The emerging male consumption patterns can be attributed to both shifting societal norms as well as shifting demographics. Traditional gender roles continue to blur, and today’s Millennial males buck tradition by taking on household chores that had been the sole responsibility of women in the past. Coupled with the trend of putting off marriage, a large share of male 18-34s are single and are new to making purchase decisions for their own households.

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Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Consumer survey data
Abbreviations and terms
Abbreviations
Terms

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

1: 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

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