This new Packaged Facts report provides a comprehensive analysis of the
consumer attitudes and behavior of the 110 million men in America. Despite the
fact that women continue to gain ground on campuses and in the workplace, men
still generate 62% of aggregate income in America. Although women remain in
charge of many aspects of household spending, many men-especially those under
the age of 35-are serious shoppers.
Marketers are making significant efforts to understand what drives men' s
buying decisions. However, uncertainty remains about how to most effectively
segment and reach out to the male consumer. For example, a few years ago some
advertisers and marketers focused on the shopping behavior and buying
decisions of "metrosexual" male consumers, who were seen as interested in
pursuing the feminine side of their male identity. Now, however, some analysts
have concluded that this male image needs to give way to a more traditional
"machosexual" version of men. This Packaged Facts report provides marketers
and advertisers with an up-to-date view of these and other trends and
controversies affecting the men' s market.
The report begins with an overview of the market, including an assessment of
the size and growth of the market and a demographic profile of male consumers.
Then follows a chapter on strategic trends and marketing opportunities in the
men' s market now and into the future. Another chapter demonstrates the impact
of key social and economic trends on the role of men in American society.
- The next section of the report includes chapters on how men spend their
leisure time and how they spend money. It includes an analysis of leisure-time
activities and media usage patterns of men and offers an in-depth look at how
men behave as consumers in areas such as personal finance, food, fashion,
consumer electronics, and the automotive world.
- The report continues with an innovative look at the consumer attitudes and
behavior of evolving segments of the men' s market of keen interest to
marketers. One chapter analyzes "Young Shoppers"-18- to 34-year-olds who say
they "really enjoy any kind of shopping." Another chapter identifies the
differences and similarities between "College Educated" and "Blue Collar"
men-those under the age of 35 who have a college background and those who
don' t. The next chapter of the report analyzes one of the fastest-growing
groups in the men' s market-the "Never-Marrieds"-and compares them with the
values and behavior of married men. This section of the report concludes with
an updated look at the "metrosexual-machosexual" continuum by analyzing the
attitudes and behavior of "Modern" and "Tradtional" men.
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