Researchmoz added a latest research report on"US Marketing to Men 2014 "in their database
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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