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Where are blokes going online?

Where are blokes going online?



A look at where men are hanging out online and on social platforms

A look at where men are hanging out online and on social platforms



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    Where are blokes going online? Where are blokes going online? Presentation Transcript

    • Where are blokes going online?
      18 – 34 yr old males
      Market Tracker
      March 31st, 2009
    • What we will be looking at
      The profile of a bloke (18 - 34 yr olds)
      Where we are going online and why?
      What sparks our interest
      Mobile vs. PC browsing
      How we consume media
      How we compare to other countries
      What’s the affect on PR?
    • “Men are seekers/women are social”
    • How do blokes view themselves
      Conformist: only 26% consider themselves to be trendsetters
      Responsible: 72% said being responsible was more important than having fun
      Green: 53% said they care about the enviroment
      Social: 49% said they have no trouble meeting new people; 51% like to spend as much time with friends as possible; 20% said they value appearance over personality (yeah right!)
      Adventuresome: 68% enjoy travelling; 61% spending time outdoors
      Laid back: only 38% said they live a fast paced life
      Not Wellness-centric: 38% lead a healthy lifestyle; 45% say their appearance is very important to them
      Technology: 63% have a smart phone
    • So what keeps our interest?
      Activities blokes partake in every week
      Texting: 66%
      Visiting social networking websites: 63%
      Playing video games: 60%
      Playing computer games: 51%
      Activities fewer men make time for every week
      Reading books: 46%
      Reading magazines: 43%
      Renting DVDs: 33%
      Going to bars: 33%
      Seeing movies in theatres: 20%
    • Online behaviour and Attitudes
      Men see internet access as mandatory: 69% said they cant live without it vs. 31% for TV
      Online activity is a part-time job – 40% log 22+ hrs a week, 34% log 11-21hrs, 26% 10 or less
      33% of men ‘cant live without’ online entertainment, 21% said email, and 10% access to the news
      We access the internet via
      Home: 98%
      Work: 54%
      School: 24%
      Mobile phone: 23%
      Other: 13%
    • Attitudinal clusters online
      Positive Socials (19%) – Ultra-positive young men surrounded by a big group of friends. They trust brands and are happy to admit that advertising helps them find new products
      Non-committals (18%) – Defined by a lack of strong opinions and yet to decide on a career or relationship. This group are often online in the daytime and have the highest propensity to use social networking sites
      Romantic Gents (22%) – Strongly committed to their partners with a thirst for learning new skills. This group find their true ‘down time’ mainly at lunch rather than in the evening
      Mature New Men (16%) – Brand-savvy individuals with a strong commitment to their careers, they tend to be sceptical about advertising and marketing
      Responsible Dads (25%) – Traditionally conservative with a big emphasis on putting the family first. Fulfilling their passions through media is one of their few pleasures in a time-pressured world
      IPC advertising
    • Blokes online
    • Socially average in UK
      A study conducted by PEW discovered that
      median age of a Twitter user is 31
      median age of a MySpace user is 27
      media age of a Facebook user is 26
      media age of a LinkedIn user is 40
    • What are we doing online?
      Searching sports sites
      Using social networks (Facebook, Twitter etc)
      Play games/viral games
      Search news
      Read news and online magazines
      Look for our personal interests/hobbies
      Watch videos that need CC details
    • A bloke snapshot
      Across the EU 62% of men use the internet
      We are the early adopters of but don’t maintain our presence in social networking groups
      We are more likely to be on Twitter and LinkedIn than Facebook because we get something back from using them and they are more related to our careers
      We are more inclined to read reviews, buy products, watch sports, search dream cars
      We use the internet for ‘personal reasons’ (porn!)
      We are more inclined to buy clothes online
      We are more likely to use mobile browsing
      We make up the majority on Twitter (63%)
    • Youtubin’
      Men are 2 ½ times more likely to be on YouTube than women
      We make up over 2/3’s of the viewers
      Our Top 10 video preferences are
      Humorous videos
      Full-length movies
      Videos featuring hot girls (PC way of saying PORN!)
      Movie trailers
      Full-length TV Shows
      Sports videos
      Parody/spoof videos
      Videos of pranks
      Videos with stunts
      Music Videos
    • Mobile blokes (63%)
      Top 10 Mobile Sites                   1)  Mobile Operator Sites                  2)  Google Sites                           3)  Facebook.com                          4)  Yahoo! Sites                           5)  BBC Sites                              6)  Apple Inc. Sites                      7)  Microsoft Sites                        8)  Sony Online (inc. Sony Ericsson)      9)  Nokia                                  10) AOL (inc. Bebo) 
      Survey by GSMA, Feb 09
    • PC blokes (53%)
      Top 10 PC Internet Sites1) Google Sites2) Microsoft Sites3) Yahoo! Sites4) Facebook.com5) EBay 6) BBC Sites7) AOL (inc. Bebo)8) Amazon Sites9) Ask Network10) Wikimedia Foundation
      Survey by GSMA, Feb 09
    • We prefer old methods
      Making time for real women still trumps the internet
      65% of the young men survey are in a relationship
      79% would rather meet a women out on the town than online
      71% prefer a date to a poker game with the boys
      And the big surprise
      74% would rather have sex than surf the web (I could have told you that!)
    • Men of the world!
    • Wes
      Of the 32.2 million US men 18-34, 68 percent (almost 22 million) have access to the Internet
      Men 18-34 who regularly access the Internet spend 32 percent of their total media consumption, or 12.2 hours per week, online, compared to 12.1 hours watching television, 9.9 hours listening to radio, 2.1 hours reading magazines and 2.0 reading newspapers.
      Sports is the number one reason (57 percent) men 18-34 access the Internet, outranking music (49 percent) and product research (47 percent).
      21 percent of young men 18-34 begin their Web sessions with a visit to a sports site, compared to 12 percent of young men who log on to news and search sites initially.
      They are more likely to purchase clothing online and spend avg of £2401 (£1000 more than women) Wall Street Journal online
      The study, conducted in 2008 was of 6,066 men aged 18-34
    • Eyndia
      Just over half of men said happiness meant surfing the Internet, playing online games or accessing social network sites such as Facebook,
      Happiness Index of Australia (8,500)
      We are more interested in searching social networks, adult sites, sports results, games, retail/products, news, and directions (it’s a big country!)
    • Q: What is the largest social networking site for MEN only in the world?
    • A: Gaydar with £5.6mil users worldwide
      Yes that means there’s that many and lots more of us in the world!
    • Reaching us
      Online advertising has a greater brand recall: over 50% purchase a product from an online advert
      They like interactive content: competitions 34%, games 35%
      Video increase receptivity: 40% said they pay more attention to video adverts/streams
      Pervasive is better: 63% like site takeovers; 58% liked 5-sec video
    • How does this affect PR?
      We are more inclined to listen to things of interest of Twitter because it is a trusted source
      Ultimately, we don’t mind brand contact but it needs to be engaging
      Our brand recall is better with online activity
      Viral games/interactive content wins us over
      We are spread wide online rather than clustered
      We aren’t as social as women, so promoting to us is time consuming
      We still enjoy traditional interactive contact
    • The pro’s and con’s
      Too busy
      Skeptical of Marketing
      Don’t want to be told what to think
      Don’t want their time wasted
      They are the target of many brands and content providers
      Have a POV
      Give something consistent to identify with
      Give them a sense of discovery
      Engage them in compelling ways
    • Thank you!
    • Appendix