The Voice of Online Marketing | MEDIA KIT | NEWS TIPS
The latest practical news and developments at the intersection of search, email,
social media, mobile marketing, web analytics, online advertising, ecommerce and more.
Marketing News on Twitter Interactive marketing RSS newsfeed

Microsoft Research: Target Young Men Online, But Know Their (Changing) Habits

Microsoft builds a strong case for advertisers to target young fathers and “pre-family men” (bachelors). MS revealed some commissioned research at—of all places—the iMedia iMoms Summit. “Why present research about men at a moms’ conference?” wrote Microsoft’s Natasha Hritzuk. Because men’s buying and online habits are on the rise, catching up with those of women and exceeding them in a few categories.

Microsoft’s Stacy Elliott presented a three -part study about men that the company commissioned through Ipsos Media CT. The study is called “Pre-Family Men and Young Dads: Their Priorities, Media Experience and Purchasing Power,” and sets out to discover the actual (versus stereotypical) behavior of young men, including:

  • “Young Dads,” which MS classified as “25 to 40 year-old men who have children under the age of six”
  • “Pre-Family Men,” who are 18 to 34-year-olds who are “just dipping their toes into adulthood”

The research reveals that young fathers spend $400 a month on media–$100 more than young moms. They share advice with friends and family about CPG products (54%) and 81% share advice about tech products. And they use social networking to communicate with others (73%), over Facebook and voice-over-internet (VoIP) like Skype.

These findings are is strongly in line with findings by Edelman and The Parenting Group, reported earlier this month by eMarketer.The study showed that 42% of new American fathers on socieal networks write family-related status updates daily, and 56% post family photos a few times a week, while 21% post family-related videos. And interestingly, 70% identify themselves as the parent who grocery shops and makes household purchasing decisions.

Their pre-family counterparts spend $350 per month on media–$60 more than pre-family women. About 72% give advice to their friends and family about tech products, and 50% claim to be influenced by online advertising, and another 44% by online search results. Finally, they spend 10+ hours a day multitasking between their PCs, smartphones, tablets and gaming consoles. Four places to reach them (which practically demands a multichannel, cross-media approach).

As Hritzuk summarizes, “[The] American man is planning his future and his career: he’s saving, he’s getting married and if he doesn’t already have children, he is likely considering them. He’s grocery shopping, co-parenting, changing diapers and cooking his share of family meals.”

The short story is that young men are a largely untapped market for CPG and financial services (on top of the usual sure bets of automobiles, gaming and beer).


Related Topics


Subscribe to MarketingVOX|News

Latest interactive marketing news Latest media planning news & facts Latest marketing data & research