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

1. Where are blokes going online? 18 – 34 yr old males Market Tracker March 31st, 2009

4. 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?

5. “Men are seekers/women are social”

6. 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

7. 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%

8. 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%

9. 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

10. Blokes online

11. 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

12. 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

13. 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%)

14. 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

15. 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

16. 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

17. 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!)

18. Men of the world!

19. 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

20. 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!)

21. Q: What is the largest social networking site for MEN only in the world?

22. A: Gaydar with £5.6mil users worldwide Yes that means there’s that many and lots more of us in the world!

23. 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

24. 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

25. The pro’s and con’s Too busy Scatterbrained 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

26. Thank you!

27. Appendix http://www.hitsearchlimited.com/news/9991987/ http://consumerlab.wordpress.com/2007/08/15/the-marketing-to-men-18-34-conference-2007/ http://leverwealth.blogspot.com/2008/05/statistics-that-say-you-must-take.html http://leverwealth.blogspot.com/2008/05/statistics-that-say-you-must-take.html http://blog.summation.net/2008/03/men-are-from-vi.html http://www.reuters.com/article/technologyNews/idUSTRE4904YH20081001?feedType=RSS&feedName=technologyNews http://www.smartcompany.com.au/food-and-beverages/men-prove-an-easy-mark-for-online-retailers.html http://www.copernicusmarketing.com/about/espn.shtml http://www.nickburcher.com/2008/08/twitter-demographics-middle-aged-men.html http://www.socialmediatoday.com/SMC/78505 http://breakmedia.break.com/auwhitepaper