An article in the current issue of PRInfluences discusses findings of several recent surveys on how men feel about themselves and how they relate to advertising and marketing images of men.
The article cites results from the US survey of advertising agency, Leo Burnett, which classified men into four segments:
Metros believe it’s okay to show their feelings and a more feminine side of their personality, and are more likely to agree that men should share domestic chores.
Retros believe it’s important to be the breadwinner and the boss of the household, and don’t see their wives as equals. Thus, they don’t tend to share parenting duties.
Patriarchs believe that having children and being a father are the most important things in a man’s life, and are struggling to find a good work/life balance.
Power Seekers have a distinctly masculine view of the world. They play to win and chase career advancement, hating to show signs of weakness.
According to the survey majority of men are not concerned with being either Metro or Retro but fall into the category of Patriarchs and Power Seekers. They are “more focused on defining themselves in the eyes of other men, largely by seeking respect and admiration for success either in their professional life or their family life.”
The majority also said they felt that advertising images of men are out of touch with reality. On the other hand, half of the respondents were unclear on what society expects of men today.
Other interesting findings of the Leo Burnett survey include the following:
· 56% of the male respondents consider themselves handsome
· 70% would rather look good in a business suit than a swimsuit
· 50% happily use hair and skincare products
· 40% say they want to enhance their physical appearance
· 36% enjoy shopping for new clothes
· 15% enjoy manicures
The article further cited two other recent surveys, one by MSN and another by Forrester Research, showing interesting differences between the ways men and women find information.
According to the Forrester Research survey:
· Men spend more time reading newspapers while women spend more time reading magazines.
· Men watch more TV and more movies on video or DVD, and listen to more radio, than women.
· Men spend more time using a computer, including surfing the internet, than women.
MSN findings showed that:
· Men go to search engines first when seeking advice, with families only their fourth choice, while women go to friends and families first.
· Women view six or seven search engine results before moving on or refining their search, while men look at only two or three before moving on.
· The male respondents spent an average of three minutes to each of 42 weekly searches, while the women spent five minutes on 30 searches a week.
These data will certainly shape new advertising trends.