Men’s top online activities are keeping up with news, connecting with friends and family, and shopping, according to Unicast. More than half also play games and listen to music online.
Men with children in their households are 62% more likely than men without children at home to use the Internet for looking up entertainment options, 55% more likely to follow sports teams or competitions, and 47% more likely to play games online (comparison calculations by Research Alert).
Fathers are especially likely to value the social aspects of the Web; nearly three quarters (73%) go online to connect with friends and family, and they’re more likely than men without kids to visit social networks and forums.
Younger men in their 20s and early 30s tend to be engaged in playing games, watching TV or movies, and looking up entertainment options while online. As they age, their interest in playing games and watching TV or movies online wanes. Men ages 35-44 are more likely than younger or older men to follow sports teams or events online.
When asked what types of sites they visit to pursue their preferred activities, Hispanic men are more likely than men overall to visit social networks, entertainment- and sports-related sites, and blogs. African American men are more likely than overall men to visit entertainment- and sports-related sites, blogs, and job boards.
Fathers are more likely than men without kids to favor social networks, entertainment- and sports- related sites, travel, and gaming sites.
Aspects of online ads that are most likely to attract men’s attention or spur them to interact include sales, discounts, or special promotion codes (44%); opportunities to enter contests (29%); or customized local information, such as movie listings (24%). Least popular types of online ads are those that include Twitter feeds (9%) or links to exclusive downloadable content such as ringtones or movie trailers (10%).
Fathers are more likely than childless men to pay attention to ads with localized content (36% compared to 19%). Fathers may appreciate such ads as a source of information on local activities for their families.
Hispanic men (42%) are much more likely than either African American (19%) or non-Hispanic White men (15%) to give their attention to ads that include embedded quizzes or surveys.
Source: “What Men Want From The Web Report,” January 2011, Unicast, Ellen Durbin, Sr. Marketing Manager, 200 W. Cesar Chavez, Ste. 201, Austin TX 78701; 512-354-3154; ellen.durbin@unicast.com; www.unicast.com. Price: Contact for information.
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