Where are blokes going online?


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

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Where are blokes going online?

  1. 1. Where are blokes going online?<br />18 – 34 yr old males<br />Market Tracker<br />March 31st, 2009<br />
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  4. 4. What we will be looking at<br />The profile of a bloke (18 - 34 yr olds)<br />Where we are going online and why?<br />What sparks our interest<br />Mobile vs. PC browsing <br />How we consume media<br />How we compare to other countries<br />What’s the affect on PR?<br />
  5. 5. “Men are seekers/women are social”<br />
  6. 6. How do blokes view themselves<br />Conformist: only 26% consider themselves to be trendsetters<br />Responsible: 72% said being responsible was more important than having fun <br />Green: 53% said they care about the enviroment<br />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!) <br />Adventuresome: 68% enjoy travelling; 61% spending time outdoors <br />Laid back: only 38% said they live a fast paced life<br />Not Wellness-centric: 38% lead a healthy lifestyle; 45% say their appearance is very important to them<br />Technology: 63% have a smart phone<br />
  7. 7. So what keeps our interest?<br />Activities blokes partake in every week <br />Texting: 66%<br />Visiting social networking websites: 63%<br />Playing video games: 60% <br />Playing computer games: 51%<br />Activities fewer men make time for every week <br />Reading books: 46% <br />Reading magazines: 43% <br />Renting DVDs: 33% <br />Going to bars: 33%<br />Seeing movies in theatres: 20% <br />
  8. 8. Online behaviour and Attitudes <br />Men see internet access as mandatory: 69% said they cant live without it vs. 31% for TV<br />Online activity is a part-time job – 40% log 22+ hrs a week, 34% log 11-21hrs, 26% 10 or less <br />33% of men ‘cant live without’ online entertainment, 21% said email, and 10% access to the news <br />We access the internet via <br />Home: 98% <br />Work: 54% <br />School: 24%<br />Mobile phone: 23% <br />Other: 13%<br />
  9. 9. Attitudinal clusters online<br />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<br />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<br />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<br />Mature New Men (16%) – Brand-savvy individuals with a strong commitment to their careers, they tend to be sceptical about advertising and marketing<br />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<br />IPC advertising <br />
  10. 10. Blokes online<br />
  11. 11. Socially average in UK<br />A study conducted by PEW discovered that <br />median age of a Twitter user is 31 <br />median age of a MySpace user is 27 <br />media age of a Facebook user is 26 <br />media age of a LinkedIn user is 40<br />
  12. 12. What are we doing online?<br />Searching sports sites <br />Using social networks (Facebook, Twitter etc) <br />Play games/viral games <br />Search news <br />Read news and online magazines<br />Look for our personal interests/hobbies <br />Watch videos that need CC details <br />
  13. 13. A bloke snapshot<br />Across the EU 62% of men use the internet <br />We are the early adopters of but don’t maintain our presence in social networking groups<br />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<br />We are more inclined to read reviews, buy products, watch sports, search dream cars <br />We use the internet for ‘personal reasons’ (porn!) <br />We are more inclined to buy clothes online<br />We are more likely to use mobile browsing<br />We make up the majority on Twitter (63%)<br />
  14. 14. Youtubin’<br />Men are 2 ½ times more likely to be on YouTube than women<br />We make up over 2/3’s of the viewers <br />Our Top 10 video preferences are <br />Humorous videos <br />Full-length movies <br />Videos featuring hot girls (PC way of saying PORN!) <br />Movie trailers <br />Full-length TV Shows<br />Sports videos <br />Parody/spoof videos <br />Videos of pranks <br />Videos with stunts<br />Music Videos <br />
  15. 15. Mobile blokes (63%)<br />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) <br />Survey by GSMA, Feb 09<br />
  16. 16. PC blokes (53%)<br />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<br />Survey by GSMA, Feb 09<br />
  17. 17. We prefer old methods <br />Making time for real women still trumps the internet <br />65% of the young men survey are in a relationship <br />79% would rather meet a women out on the town than online<br />71% prefer a date to a poker game with the boys <br />And the big surprise <br />74% would rather have sex than surf the web (I could have told you that!) <br />
  18. 18. Men of the world!<br />
  19. 19. Wes<br />Of the 32.2 million US men 18-34, 68 percent (almost 22 million) have access to the Internet<br />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.<br />Sports is the number one reason (57 percent) men 18-34 access the Internet, outranking music (49 percent) and product research (47 percent).<br />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.<br />They are more likely to purchase clothing online and spend avg of £2401 (£1000 more than women) Wall Street Journal online <br />The study, conducted in 2008 was of 6,066 men aged 18-34<br />
  20. 20. Eyndia<br />Just over half of men said happiness meant surfing the Internet, playing online games or accessing social network sites such as Facebook, <br />Happiness Index of Australia (8,500)<br />We are more interested in searching social networks, adult sites, sports results, games, retail/products, news, and directions (it’s a big country!)<br />
  21. 21. Q: What is the largest social networking site for MEN only in the world?<br />
  22. 22. A: Gaydar with £5.6mil users worldwide<br />Yes that means there’s that many and lots more of us in the world! <br />
  23. 23. Reaching us<br />Online advertising has a greater brand recall: over 50% purchase a product from an online advert<br />They like interactive content: competitions 34%, games 35%<br />Video increase receptivity: 40% said they pay more attention to video adverts/streams <br />Pervasive is better: 63% like site takeovers; 58% liked 5-sec video <br />
  24. 24. How does this affect PR?<br />We are more inclined to listen to things of interest of Twitter because it is a trusted source<br />Ultimately, we don’t mind brand contact but it needs to be engaging<br />Our brand recall is better with online activity<br />Viral games/interactive content wins us over <br />We are spread wide online rather than clustered<br />We aren’t as social as women, so promoting to us is time consuming<br />We still enjoy traditional interactive contact<br />
  25. 25. The pro’s and con’s<br />Too busy <br />Scatterbrained <br />Skeptical of Marketing <br />Don’t want to be told what to think <br />Don’t want their time wasted <br />They are the target of many brands and content providers <br />Have a POV <br />Give something consistent to identify with <br />Give them a sense of discovery <br />Engage them in compelling ways <br />
  26. 26. Thank you!<br />
  27. 27. Appendix<br />http://www.hitsearchlimited.com/news/9991987/<br />http://consumerlab.wordpress.com/2007/08/15/the-marketing-to-men-18-34-conference-2007/<br />http://leverwealth.blogspot.com/2008/05/statistics-that-say-you-must-take.html<br />http://leverwealth.blogspot.com/2008/05/statistics-that-say-you-must-take.html<br />http://blog.summation.net/2008/03/men-are-from-vi.html<br />http://www.reuters.com/article/technologyNews/idUSTRE4904YH20081001?feedType=RSS&feedName=technologyNews<br />http://www.smartcompany.com.au/food-and-beverages/men-prove-an-easy-mark-for-online-retailers.html<br />http://www.copernicusmarketing.com/about/espn.shtml<br />http://www.nickburcher.com/2008/08/twitter-demographics-middle-aged-men.html<br />http://www.socialmediatoday.com/SMC/78505<br />http://breakmedia.break.com/auwhitepaper<br />