The U.S. Men's Market: Young Shoppers, Never-Marrieds, Modern vs. Traditional Men and More

Chapter 1 Executive Summary

• Background
  • Introduction
  • Overview of the Report
• Scope and Methodology
  • Scope of the Market
  • Methodology
• Overview of the Market
  • Men' s Population Totals 110 Million
  • Men Continue to Generate Bulk of Consumer Income
  • Married Men Generate Most Income
  • Aggregate Income of Men Will Grow 19% by 2012
• Profile of the Men' s Population
  • Men Form Majority in Younger Population Segments
  • Older Men Most Content
  • Conservative Views Intensify with Age
  • Men under 35 Driven by Their Careers
• The Changing Role of Men in American Society
  • Educational Achievement of Younger Men Continues to Lag
  • Men Will Earn Minority of Professional Degrees by 2015
  • Men Now less Likely to Marry Their Educational Inferiors
  • Most Husbands Still Out-earn Wives
  • Education Gap Affects Marriage Prospects of Young Men and Women in Large Metro Areas
  • Men Still More Likely to Be in Workforce
  • Earnings Difference Narrows as Education Gap Widens
  • Divorce Rate Growing
  • Men More Dependent on Their Parents
• How Men Spend Leisure Time
  • Play Gives Way to Work at Age 25
  • Listening to Music and Going Out to Eat Rank as Most Popular Leisure Activities
  • Movie Attendance Declines with Age
  • Fitness Walking Most Popular Sports Activity
  • Older Men More Tuned In to Traditional Media
  • Magazine Choices of Men Change with Age
  • Popularity of TV Sports Transcends Age Groups
• How Men Spend Money
  • Younger Men Like to Shop
  • Shopping in Home Improvement and Home Furnishings Stores Peaks in Middle Years
  • Sense of Financial Security Increases with Age
  • Use of Internet Varies across Age Groups
  • Cars Part of Self-Image of Younger Men
  • Men in 60+ Age Group Best Customers for New Car Dealers
  • Diet and Exercise Become More Important as Men Age
  • Younger Men Like to Try Out New Foods
• Consumer Profile: Young Shoppers
  • "Young Shoppers Defined"
  • Young Shoppers Are Influencers and Trendsetters
  • Young Shoppers on the Lookout for Sales and Bargains
  • Brand Awareness High
  • Young Shoppers Enamored of Their Looks
  • Young Shoppers Are Fashion-Driven
  • Experimenting with New Foods Part of Young Shoppers' Lifestyle
  • Home Decorating Important to Young Shoppers
  • Young Shoppers Are Traditional Media Mavens
• Consumer Profile: Blue-Collar vs. College-Educated Young Men
  • Declining Educational Achievement among Younger Men Has Implications for Marketers
  • "Blue-Collar" and "College-Educated" Segments Defined
  • Many Blue-Collar Young Men Have Substantial Income 13
  • Blue-Collar Shoppers less Sensitive to Price
  • Blue-Collar Shopping Habits Unaffected by Internet
  • Cars More Important to Blue-Collar Segment
  • Computers Present in Most Blue-Collar Homes
  • College-Educated Men Focus More on Personal Fitness and Healthy Eating
  • Young Men with College Background Have Wider Tastes in Food
• Consumer Profile: Never-Married vs. Married Men
  • "Never-Marrieds" Fast-Growing Market Segment
  • Never-Married Population Heavily Urban
  • Most Never-Married Men Live with Others
  • Married Men More Content
  • Never-Married Men Far More Concerned about Looking Good
  • Home Important to Never-Married Men
  • Cooking Provides Centerpiece of Home Life for Never-Married Men
  • Never-Married Men Work Out More
  • Never-Married Men Like to Shop
  • Attitudes toward Food Differ Significantly
  • Never-Married Men More Interested in Managing Health
  • Never-Married Men More Attracted to Online Shopping
• Consumer Profile: Modern vs. Traditional Men
  • The "Metrosexual" Man Falls Out of Favor
  • Defining "Modern" and "Traditional" Men
  • Modern Men Want to Look Good
  • Modern Men Focus on Their Homes
  • Traditional Men Better at Fixing Things
  • Traditional Men Go Out Less Often
  • Traditional Men More Likely to Go Hunting and Golfing
  • Wide Differences Seen in Shopping Behavior
  • Traditional Men Have Conservative Dress Style
  • Healthy Eating Key Goal of Modern Men
  • Kitchens Important to Modern Men
  • Modern Men See Cars as Way to Express Identity, Traditional Men View Autos as Mode of Transportation
• Trends and Opportunities
  • Social Trends Changing Structure of Men' s Market
  • Marketers and Media Executives Continue Quest to Engage Men
  • Young Shoppers and Modern Men Offer Many Similar Opportunities for Marketers
  • Blue-Collar Segment Merits Respect
  • Older Men Deserve More Attention from Marketers
  • Never-Married and Other Single Men in Older Age Groups Are Major Spenders

Chapter 2 Trends and Opportunities

• Social Trends Changing Structure of Men' s Market
• Marketers and Media Executives Continue Quest to Engage Men
• Marketers of Men' s Grooming Products Turn to Branded Entertainment
• MTV Creates a New Division to Integrate Advertising to Men across Multiple Platforms
• Men' s Magazines Adopt the Service Approach of Women' s Titles
• PepsiCo Redesigns Diet Pepsi Packaging to Attract More Men
• Men' s Grooming Companies Try Radically Different Marketing Approaches
• Young Shoppers and Modern Men Offer Many Similar Opportunities for Marketers
• Blue-Collar Segment Merits Respect
• Table 2-1Aggregate Income of 18- to 34-Year-Old Men without a College Education, 2006
• Older Men Deserve More Attention from Marketers
• Never-Married and Other Single Men in Older Age Groups Are Major Spenders
• Table 2-2 Aggregate Income of Never-Married Men Age 25 and Over, by Age Group, 2006
• Table 2-3 Aggregate Consumer Expenditures of Single Men Age 35 and Over, by Age Group and Expenditure Category, 2005 (in million $)

Chapter 3 Overview of the Market

• Size and Growth of the Men' s Market
• Men' s Population Totals 110 Million
• Men Continue to Generate Bulk of Consumer Income
• Figure 3-1 Aggregate Income of Men and Women, 2006 (in billion $)
• Source: U.S. Census Bureau; Packaged Facts
• Married Men Generate Most Income
• Table 3-1 Aggregate Income of Men, Rank Ordered by Age Group and Marital Status, 2006
• Table 3-2 Aggregate Income of Men, by Race and Hispanic Origin, 2006
• Table 3-3 Aggregate Income of Men, by Age Group, 2006
• Aggregate Income of Men Will Grow 19% by 2012
• Table 3-4 Projected Growth in Aggregate Income of Men, 2007-2012 (in billion $)

• Profile of the Men' s Population
  • Men Form Majority in Younger Population Segments
  • Table 3-5 Distribution of Adult Population, by Gender, 2006 (in thousands)
  • Table 3-6 Distribution of Adult Population, by Age Group and Gender, 2006 (in thousands)
  • Multicultural Men More Significant in Younger Age Groups of Men' s Population
  • Table 3-7 Male Population, by Race and Hispanic Origin, 2006 (in thousands)
  • Table 3-8 Men' s Population, by Age Group, Non-Hispanic Whites vs. Others, 2006 (in thousands)
• Core Values
  • Older Men Most Content
  • Table 3-9 Attitudes toward Life of Men, by Age Group
  • Conservative Views Intensify with Age
  • Table 3-10 Social Values of Men, by Age Group
  • Men Under 35 Driven by Their Careers
  • Table 3-11 Attitudes toward Work and Money of Men by Age Group

Chapter 4 The Changing Role of Men in American Society

• Social Trends Affecting the Men' s Market
  • Educational Achievement of Younger Men Continues to Lag
  • Figure 4-1 Full-Time College Students by Gender, 2005 (in thousands)
  • Table 4-1 Percentage of Men and Women with College Degree or More, 2006
  • Men Will Earn Minority of Professional Degrees by 2015
  • Table 4-2 Actual and Projected Numbers of College Degrees by Gender, 2003-2004 vs. 2015-2016
  • Men Now Less Likely to Marry Their Educational Inferiors
  • Table 4-3 Educational Attainment of Married Men and Women, 1985 vs. 2006
  • Most Husbands Still Out-earn Wives
  • Table 4-4 Earnings of Husbands and Wives, 1999 vs. 2005 (in thousands)
  • Education Gap Affects Marriage Prospects of Young Men and Women in Large Metro Areas
  • Table 4-5 Percentage of 18- to 34-Year-old Men and Women with College Degree or More in 20 Largest Metropolitan Areas, 2005
• Economic Changes Affecting the Status of Men
  • Men Still More Likely to Be in Workforce
  • Table 4-6 Labor Force Participation by Age Group, Men vs. Women, 2006
  • Table 4-7 Full-Time and Part-Time Employment of the Population Age 20 Years and Over, Men vs. Women, 2006 (in thousands)
  • Men Continue to Earn More than Women
  • Table 4-8 Mean Income by Age Group, Men vs. Women, 2006
  • Table 4-9 Occupations of Men and Women, 2006 (in thousands)
  • Many Men under Age 40 Are High Earners
  • Table 4-10 High-Income Men by Age Group, 2006 (in thousands)
  • Younger Women Begin to Dominate Jobs Needing College Education
  • Table 4-11 Percentage of 18- to 34-Year-Old Men and Women Working Full-Time, Year-Round, by Educational Attainment and by Age Group, 2006 (in thousands)
  • Figure 4-2 Men as Percentage of College Graduates with Earnings, 1975 vs. 2005
  • Earnings Difference Narrows as Education Gap Widens
  • Table 4-12 Mean Earnings of Men and Women Working Full-Time, Year-Round, by Age Group, 2006
  • Table 4-13 Mean Earnings of Men and Women with College Degree or More, 1970 vs. 2005
• Social Trends
  • Men' s Population Getting Older Faster
  • Table 4-14 Projected Growth in Population Age 65 and Older, Men vs. Women, 2000 vs. 2020 (in thousands)
  • Most Men Live in Family Settings
  • Table 4-15 Living Arrangements of Men, 2006 (in thousands)
  • Table 4-16 Living Arrangements of Men by Age Group, 2006 (in thousands)
  • Divorce Rate Growing
  • Table 4-17 Marital Status of Men and Women over 18 Years of Age, 2006 (in thousands)
  • Figure 4-3 Percentage of Men Divorced and Separated, 1970-2006
  • Figure 4-4 Number of Divorced and Separated Men, 1970-2006 (in thousands)
  • Men More Dependent on Their Parents
  • Table 4-18 Number of Men and Women without Own Children Living in Parents' Household, by Age Group, 2006 (in thousands)

Chapter 5 How Men Spend Leisure Time

• Leisure Activities
  • Play Gives Way to Work at Age 25
  • Figure 5-1 Number of Hours per Day Spent on Leisure and Work Activities by Men by Age Group, 2006
  • Listening to Music and Going Out to Eat Rank as Most Popular Leisure Activities
  • Table 5-1 Participation in Leisure Activity/Hobby in Last 12 Months by Men by Age Group
  • Concerts Primary Live Entertainment Venue for Men under 60
  • Table 5-2 Live Performances Attended in Last 12 Months by Men by Age Group
  • Movie Attendance Declines with Age
  • Table 5-3 Profile of Movie Attendance of Men by Age Group
  • Table 5-3 Profile of Movie Attendance of Men by Age Group (Cont.)
  • Most Younger Men Exercise Regularly
  • Table 5-4 Regular Participation in Physical Fitness Programs by Men by Age Group
  • Fitness Walking Most Popular Sports Activity
  • Table 5-5 Participation in Sports Activity in Last 12 Months by Men by Age Group
• Media Usage
  • Media Habits of Younger Men Affected by Internet
  • Table 5-6 Impact of the Internet on Media Usage of Men by Age Group
  • Older Men More Tuned In to Traditional Media
  • Table 5-7 Attitudes toward Television of Men by Age Group
  • Table 5-8 Attitudes toward Radio of Men by Age Group
  • Table 5-9 Attitudes toward Newspapers of Men by Age Group
  • Magazine Choices of Men Change with Age
  • Table 5-10 Magazines Popular with Men by Age Group
  • Cable TV Preferences Listed
  • Table 5-11 Cable TV Services Viewed in Last 7 Days by Men by Age Group
  • Popularity of TV Sports Transcends Age Groups
  • Table 5-12 TV Sports Watched Frequently by Men by Age Group
  • Table 5-12 TV Sports Watched Frequently by Men by Age Group Cont.

Chapter 6 How Men Spend Money

• Shopping Behavior
  • Younger Men Like to Shop
  • Table 6-1 Shopping Behavior of Men by Age Group
  • Interest in Clothes Shopping Highest among 18- to 24-Year-Old Men
  • Figure 6-1 Percentage of Men Who Really Enjoy Clothes Shopping by Age Group
  • Shopping in Home Improvement and Home Furnishings Stores Peaks in Middle Years
  • Table 6-2 Shopping Profile of Men by Age Group
  • Older Men More Likely to Look for Sales and Bargains
  • Table 6-3 Attitudes toward Sales and Bargains of Men by Age Group
  • Brand Loyalty Highest among Older Men
  • Table 6-4 Attitudes toward Brands of Men by Age Group
  • Younger Men See Shopping as Social Event
  • Table 6-5 Shopping as a Social Event by Men by Age Group
  • Figure 6-2 Percentage of Men Saying They Prefer to Shop with Their Friends, 18- to 24-Year-Olds vs. Other Age Groups
  • Internet Has Biggest Impact on Shopping Habits of 18- to 34-Year-Old Men
  • Table 6-6 Impact of Internet on Shopping by Men by Age Group
  • Older Men More Interested in "Made in America" Label
  • Figure 6-3 Percentage of Men Saying They Prefer to Buy U.S.-Made Products
• Personal Finance
  • Sense of Financial Security Increases with Age
  • Figure 6-4 Percentage of Men Who Feel Secure Financially by Age Group
  • Younger Men Less Confident about Money Management
  • Table 6-7 Attitudes toward Personal Finances of Men by Age Group
  • Interest in Life Insurance Peaks among Men between 35 and 60
  • Table 6-8 Attitudes toward Insurance of Men by Age Group
  • Men in 60+ Age Group Most Likely to Have Credit Cards
  • Table 6-9 Financial Services Profile of Men by Age Group
• Technology and Consumer Electronics
  • Men of All Ages under 60 Show Interest in Computers and Technology
  • Table 6-10 Attitudes toward Computers, Consumer Electronics and Technology of Men by Age Group
  • Ownership of Consumer Electronics Shows Differences in Life Stages
  • Table 6-11 Ownership of Home Electronics by Men by Age Group
  • Men under 35 Most Likely to Have Cellphones with Internet Access
  • Table 6-12 Use of Cellphones by Men by Age Group
  • Use of Internet Varies across Age Groups
  • Table 6-13 Frequency of Internet Access at Home in Last 7 Days by Men by Age Group
  • Table 6-14 Online Activities of Men by Age Group
• Attitudes toward Fashion
  • Younger Men More Driven by Fashion
  • Table 6-15 Attitudes toward Fashion of Men by Age Group
  • Men Most Likely to Be in Charge of Clothes-Buying Decisions
  • Table 6-16 Sole Purchasing Decisions by Men by Age Group
• Automotive
  • Cars Part of Self-Image of Younger Men
  • Table 6-17 Cars and Self-Image of Men by Age Group
  • Older Men Like American Cars
  • Table 6-18 Attitudes toward Foreign vs. U.S. Cars of Men by Age Group
  • Men in 60+ Age Group Best Customers for New Car Dealers
  • Table 6-19 Reasons for Buying Cars of Men by Age Group
• Food
  • Diet and Exercise Become More Important as Men Age
  • Table 6-20 Attitudes toward Healthy Eating of Men by Age Group
  • Younger Men Like to Try Out New Foods
  • Table 6-21 Favorite Foods of Men by Age Group
  • Older Men Like Sweets
  • Table 6-22 Attitudes toward Snacking of Men by Age Group
  • Fast Food and Frozen Dinners Fit Lifestyle of Younger Men
  • Table 6-23 Cooking at Home by Men by Age Group
  • Table 6-24 Attitudes toward Fast Food of Men by Age Group

Chapter 7 Young Shoppers

• Introduction
  • Shoppers in 18- to 34-Year-Old Age Segment Seen as Highly Desirable Demographic in Men' s Market
  • "Young Shoppers" Segment Defined
• Overview
  • Young Shoppers More Likely to Be Multicultural
  • Table 7-1 Demographic Profile, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Have Lower Incomes
  • Table 7-2 Employment and Income Profile, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Have Materialistic Streak
  • Table 7-3 Attitudes toward Work and Money, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers More Socially Conservative
  • Table 7-4 Social and Political Values, Young Shoppers vs. Other 18- to 34-Year-Old Men
• Shopping Behavior
  • Young Shoppers Are Influencers and Trendsetters
  • Table 7-5 Impact on Consumer Decisions of Friends, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Like Shopping of All Kinds
  • Table 7-6 Shopping Online, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-7 Shopping Profile of 18- to 34-Year-Old Men, Young Shoppers vs. Other Men
  • Young Shoppers Look for New Shopping Experiences
  • Table 7-8 Choosing Stores, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Shopping Seen as a Pleasurable Experience Rather than a Disagreeable Chore
  • Table 7-9 General Attitudes toward Shopping, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-10 Shopping as a Social Event, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-11 Shopping Behavior, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers on the Lookout for Sales and Bargains
  • Table 7-12 Attitudes toward Sales and Bargains, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Less Likely to Pay with Plastic
  • Table 7-13 Use of Debit and Credit Cards by 18- to 34-Year-Old Men, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Brand Awareness High
  • Table 7-14 Brand Awareness, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Specialty Stores Get the Nod from Young Shoppers
  • Table 7-15 Attitudes toward Specialty Stores, Young Shoppers vs. Other 18- to 34-Year-Old Men
• Following Fashion
  • Young Shoppers Enamored of Their Looks
  • Table 7-16 Self-image, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Spend More on Toiletries
  • Figure 7-1 Percent Agreeing "I Spend a Lot of Money on Toiletries/Cosmetics," Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-17 Use of Toiletries, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Value Staying Fit and Lean
  • Table 7-18 Attitudes toward Diet and Exercise, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Are Fashion-Driven
  • Table 7-19 Attitudes toward Fashion, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Love to Buy Clothes
  • Table 7-20 Shopping for and Buying Clothes, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-21 Apparel/Accessories Purchased in the last 12 Months, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-22 Sports Shoes Purchased in the last 12 Months, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Like to Buy Watches
  • Figure 7-2 Percent Buying Watches in Last 12 Months, Young Shoppers vs. Other 18- to 34-Year-Old Men
• Other Highlights of Consumer Behavior
  • Young Shoppers Attracted to Healthy Foods
  • Table 7-23 Attitudes toward Healthy Foods, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Like to Cook
  • Table 7-24 Attitudes toward Eating at Home, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Experimenting with New Foods Part of Young Shoppers' Lifestyle
  • Table 7-25 Attitudes toward Trying Out New Foods, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Fast Food Important to Young Shoppers
  • Table 7-26 Attitudes toward Fast Food, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Home Decorating Important to Young Shoppers
  • Table 7-27 Attitudes toward Home Décor, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Early Adopters of New Electronics
  • Table 7-28 Attitudes toward Consumer Electronics, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-29 Ownership of Consumer Electronics, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-30 Attitudes toward Computers and Technology, Young Shoppers vs. Other 18- to 34-Year-Old Men
• Media Usage
  • Young Shoppers Are Traditional Media Mavens
  • Table 7-31 Attitudes toward Print Media, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-32 Attitudes toward Radio, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-33 Attitudes toward Television, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Generally Positive toward Ads
  • Table 7-34 Attitudes toward Advertising, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-35 Attitudes toward Out-of-Home Ads, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-36 Attitudes toward Ads in Movies, Young Shoppers vs. Other 18- to 34-Year-Old Men

Chapter 8 Consumer Profile: Blue-Collar vs. College-Educated Young Men

• Introduction and Overview
  • Declining Educational Achievement among Younger Men Has Implications for Marketers
  • "Blue-Collar" and "College-Educated" Segments Defined
  • Demographic Profiles Vary
  • Table 8-1 Demographic Profile of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Many Blue-Collar Young Men Have Substantial Income
  • Table 8-2 Occupation and Income of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-3 Homeownership of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
• Core Values
  • Blue-Collar Men Focus on Home
  • Table 8-4 Attitudes toward Work, Money and Family of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Data Provide Support for Stereotypes
  • Table 8-5 General Interests of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • College-Educated Men More Socially Conservative
  • Table 8-6 Spiritual Values of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-7 Attitudes toward the Environment of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
• Use of Leisure Time
  • College-Educated Men More Active
  • Table 8-8 Participation in Leisure Activity/Hobby in Last 12 Months by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-9 Live Performances Attended in Last 12 Months by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-10 Profile of Movie Attendance of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Sports Choices Differ
  • Table 8-11 Participation in Sports Activity in Last 12 Months by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
• Highlights of Consumer Behavior
  • Blue-Collar Shoppers Less Sensitive to Price
  • Table 8-12 Price Sensitivity of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Blue-Collar Shopping Habits Unaffected by Internet
  • Table 8-13 Impact of the Internet on Shopping Behavior of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Figure 8-1 Percentage of 18- to 34-Year-Old Men Making Online Purchase in Last 30 days, College-Educated vs. Blue-Collar
  • Blue-Collar Segment Shops less Often
  • Table 8-14 Frequency of Visits to Malls by 18- to 34-Year-Old Men in Last 4 Weeks, College-Educated vs. Blue-Collar
  • Table 8-15 Department/Discount Stores Shopped by 18- to 34-Year-Old Men in Last 3 Months, College-Educated vs. Blue-Collar
  • Table 8-16 Home Electronics Stores Shopped by 18- to 34-Year-Old Men in Last 3 Months, College-Educated vs. Blue-Collar
  • Cars More Important to Blue-Collar Segment
  • Table 8-17 Attitudes toward Cars of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • More Pickups Found in Garages of Blue-Collar Young Men
  • Table 8-18 Automotive Profile of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Computers Present in Most Blue-Collar Homes
  • Figure 8-2 Percentage of Households of 18- to 34-Year-Old Men with Computer, College-Educated vs. Blue-Collar
  • Both Segments Like New Gadgets
  • Table 8-19 Attitudes toward Consumer Electronics of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Multiple TV Sets More Common in Blue-Collar Households
  • Table 8-20 Ownership of Home Electronics by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Cellphones Bigger Part of Lifestyle of College-Educated
  • Table 8-21 Ownership of Cellphones by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • College-Educated Men Focus More on Personal Fitness and Healthy Eating
  • Table 8-22 Attitudes toward Exercise of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-23 Attitudes toward Healthy Eating of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Young Men with College Background Have Wider Tastes in Food
  • Table 8-24 Attitudes toward Food of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Domestic Travel Favored by Blue-Collar Young Men
  • Table 8-25 Attitudes toward Travel of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
• Attitudes toward the Media and Advertising
  • Internet Changes Media Habits of College-Educated Young Men
  • Table 8-26 Impact of the Internet on Media Usage by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • TV More Important to Young Blue-Collar Men
  • Table 8-27 Attitudes toward TV of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Most TV Choices Similar
  • Table 8-28 Cable TV Services Viewed in Last 7 Days by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-28 Cable TV Services Viewed in Last 7 Days by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar [Cont.]
  • Football and Baseball Top Sports TV Choices for Both Segments
  • Table 8-29 TV Sports Watched Frequently by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Radio Equally Popular with Both Segments
  • Table 8-30 Attitudes toward Radio of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Car Magazines More Popular with Blue-Collar Readers
  • Table 8-31 Magazines Popular with 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Blue-Collar Male Consumers More Positive about Advertising
  • Table 8-32 Attitudes toward Advertising of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar

Chapter 9 Consumer Profile: Never-Married vs. Married Men

• Introduction and Overview
  • "Never-Marrieds" Fast-Growing Market Segment
  • Figure 9-1 Percentage of Men Who Have Never Married, 1950-2006
  • Number of Never-Married Men in 35+ Age Group Nears 9 Million
  • Table 9-1 Men' s Population 35 Years Old and Over by Marital Status, 2006
  • Never-Married Population Heavily Urban
  • Table 9-2 Demographic Profile of Men 35 Years Old and Over, Never-Married vs. Married
  • Most Never-Married Men Live with Others
  • Table 9-3 Household Profile of Men 35 Years Old and Over, Never-Married vs. Married
  • Married Men Have Higher Incomes
  • Table 9-4 Education, Employment and Income Profile of Men 35 Years Old and Over, Never-Married vs. Married
  • Married Men More Likely to Be Homeowners
  • Table 9-5 Homeownership Profile of Men 35 Years Old and Over, Never-Married vs. Married
• Core Values
  • Married Men More Content
  • Table 9-6 Attitudes toward Life of Men 35 Years Old and Over, Never-Married vs. Married
  • Never-married Men Have More Liberal Political Orientation
  • Table 9-7 Social Values of Men 35 Years Old and Over, Never-Married vs. Married
  • Table 9-8 Attitudes toward Environment of Men 35 Years Old and Over, Never-Married vs. Married
  • Never-Married Men Far More Concerned about Looking Good
  • Table 9-9 Self-Image of Men 35 Years Old and Over, Never-Married vs. Married
  • Table 9-10 Use of Personal-Care Products by Men Age 35 and Over, Never-Married vs. Married
  • Home Important to Never-Married Men
  • Table 9-11 Importance of Home to Men 35 Years Old and Over, Never-Married vs. Married
  • Cooking Provides Centerpiece of Home Life for Never-Married Men
  • Table 9-12 Attitudes toward Cooking at Home of Men 35 Years Old and Over, Never-Married vs. Married
• Use of Leisure Time
  • Many Similarities in Leisure Activities
  • Table 9-13 Participation in Leisure Activity/Hobby in Last 12 Months by Men Age 35 and Over, Never-Married vs. Married
  • Never-Married Men Work Out More
  • Table 9-14 Regular Participation in Physical Fitness Programs by Men Age 35 and Over, Never-Married vs. Married
  • Table 9-15 Participation in Sports Activity in Last 12 Months by Men Age 35 and Over, Never-Married vs. Married
  • Table 9-15 Participation in Sports Activity in Last 12 Months by Men Age 35 and Over, Never-Married vs. Married Cont.
  • Married Men Go Out Less
  • Table 9-16 Live Performances Attended in Last 12 Months by Men Age 35 and Over, Never-Married vs. Married
  • Table 9-17 Movie Attendance of Men Age 35 and Over, Never-Married vs. Married
  • Married Men Prefer Domestic Travel
  • Table 9-18 Attitudes toward Travel of Men 35 Years Old and Over, Never-Married vs. Married
• Highlights of Consumer Behavior
  • Never-Married Pay Cash
  • Table 9-19 Attitudes toward Personal Finance of Men 35 Years Old and Over, Never-Married vs. Married
  • Table 9-20 Financial Services Profile of Men Age 35 and Over, Never-Married vs. Married
  • Never-Married Men Like to Shop
  • Table 9-21 Attitudes toward Shopping of Men Age 35 and Over, Never-Married vs. Married
  • Attitudes toward Food Differ Significantly
  • Table 9-22 Attitudes toward Healthy Eating of Men 35 Years Old and Over, Never-Married vs. Married
  • Table 9-23 Attitudes toward Trying New Foods of Men 35 Years Old and Over, Never-Married vs. Married
  • Never-Married Men More Interested in Managing Health
  • Table 9-24 Attitudes toward Managing Personal Health of Men Age 35 and Over, Never-Married vs. Married
  • Married Men Less Interested in Consumer Electronics
  • Table 9-25 Attitudes toward Consumer Electronics of Men Age 35 and Over, Never-Married vs. Married
  • Never-Married Men More Attracted to Online Shopping
  • Table 9-26 Online Activities in Last 30 Days of Men Age 35 and Over, Never-Married vs. Married
• Media Usage
  • Never-Married Men More Tied to Traditional Media
  • Table 9-27 Media Usage of Men Age 35 and Over, Never-Married vs. Married
  • TV Choices Analyzed
  • Table 9-28 Cable TV Services Viewed in Last 7 Days by Men Age 35 and Over, Never-Married vs. Married
  • Table 9-29 TV Sports Watched Frequently by Men Age 35 and Over, Never-Married vs. Married
  • Magazine Preferences Differ
  • Table 9-30 Magazines Popular with Men Age 35 and Over, Never-Married vs. Married

Appendix: Addresses of Selected Men' s Market

• Resources
  • Advertising//Marketing/Promotion
  • Media
  • Publications