An informational cutsheet including infographic design on advertising to young father demographic profiles.

1. MEN. DO ADVERTISERS
REALLY UNDERSTAND THEM?
IT’S TIME TO DITCH
THE STEREOTYPE.
It’s not just technology, sports and beer.
Men spend a lot of time online comparing
prices in what’s considered more “female”
categories like health and wellness and
food and cooking.1 More than half of them
read reviews of products and services and
nearly as many share positive research
results with friends.
Nearly as many men as women will call
a friend to ask advice about a purchase
while they’re shopping in a store.
MEN AREN’T AS
BRAND LOYAL AS
WOMEN.
They like to know how to
use stuff. They turn to search
engines, comparison sites and
brand sites to educate them –
if the information isn’t
compelling, they start over.
And more men than women look up
product reviews on their smartphone
while in the store.
Planning their futures and careers, saving,
getting married and having children.
Grocery shopping, co-parenting (and
changing diapers!) and cooking a lot of
the family meals.
IT’S TIME TO
RETHINK MEN.
MEN CAN BE
HARDER TO
PERSUADE THAN
WOMEN.
While men and women
recall advertising at similar
levels, men are generally less
responsive to advertising
messages overall.
MEN ARE
MULTITASKERS.
It can be hard to capture
their attention when
they’re on three devices
at once.
RELYING ON PREVIOUS STEREOTYPES TO INFLUENCE MEN WON’T WORK
It may even alienate them. The portrayal of the lazy guy or Dad that doesn’t know how to wash clothes
or feed his kids is out of touch with reality and further perpetuates negative stereotypes.

2. PRE-FAMILY MAN
YOUNG DAD
DAILY TIME SPENT WITH MEDIA
10.4
HOURS3
0.2
Watching Movie in Theater
0.0
0.6 Reading 0.3
1.6
Playing Video Games
1.0
1.7 Listening to Radio/Recorded Audio 2.1
3.0 Going Online/Using a Computer 1.8
0.2
Watching Pre-recorded Video
0.1
3.1
Watching TV
3.1
8.6
HOURS3
Not all media options listed.
8.9
NON-LEISURE
2.8
OTHER LEISURE
8.6
SLEEPING
12.6
NON-LEISURE
2.2
OTHER LEISURE
7.9
SLEEPING
AVERAGE SPEND ON MEDIA
(PER MONTH)
TOTAL
$368
Content $121
Services $247
$
27
13
12
10
10
27
CONTENT
Video Games
DVDs/BluRay Discs
Live Events Tickets
Books
Movie Tickets
CDs
$
19
12
10
9
10
--
SERVICES
32
17
19
6
6
7
Mobile/Smartphone
Cable TV
Internet
Satellite TV
Landline Phone
Newspaper
Subscription (Online)
38
15
14
10
7
--
TOTAL
$396
Content $118
Services $278

3. OPPORTUNITIES FOR MARKETERS
PRE-FAMILY MAN
THEY’RE BIG GAMERS: 75% spend more than 7 hours gaming and also
connect their game console to the internet to watch movies/download content
THEY LOVE THEIR TOYS: Spend the most time online researching autos,
50% are influenced by digital advertising; 44% are loyal auto and tech enthusiasts
THEY’RE HIGHLY MOBILE AND THEY’RE SOCIAL:
87% primarily communicate via mobile phone and 90% use Facebook
THEY GIVE ADVICE ABOUT TECH PRODUCTS:
72% give advice to their friends and family about tech products
“
My primary
focus right
now is to build
myself a base
for my career,
for the next
5 years, while
still enjoying
myself. In the
next 5 years, I’ll
probably have
a family. Some
ankle-biters.
MALE, AGE 25
YOUNG DAD
“
…advertising
and products
that are family
friendly…
MALE,
AGE 29,
3 KIDS
”
THEY’VE CLEANED UP THEIR ACT: 70% say the type
”
of media they consume is more ‘family’ friendly
THEY STILL TRAVEL: 54% expect to travel this year
THEY’RE STILL GAMERS: but 79% use their console
for streaming movies and other family friendly content
THEY GIVE ADVICE ABOUT HOME PRODUCTS and they’re social:
WRAP UP
“
54% give advice to their friends and family about CPG products and 94% use Facebook
”
Several devices I use have become more useful since having a child, from internet
searches, to online shopping and bill pay… to apps for my iPad to monitor the
baby or read stories and to Skype relatives who live too far away to visit often.
MALE, AGE 29, 1 CHILD
Women may be the heavy shoppers in their house, but research shows men are catching up. Our advice to marketers
is to look beyond their typical target (female) audience and make men feel at home.
Our ads enable advertisers to tell their stories how they want to, control their message in a brand-friendly environment,
and are more persuasive than ads on competitive sites.
And our properties attract guys who have a higher likelihood to make purchases compared with other sites.
Only Microsoft Advertising combines high-quality content with proven technology across multiple screens to help
advertisers reach and engage men at the point of purchase.
1 Survey by Men’s Health magazine and GfK Roper
2 Pew Internet & American Life Project
3 Ipsos MediaCT, March 2012