A deeper look at the male consumer

Are you targeting men with your next campaign? Before you do, take a look at the latest study from Break Media, which focuses on male consumers 18-34. The study sheds light on what males are looking for online - and no, it isn't their next date.

by Kristina Knight

The study was commissioned by Break Media and conducted by Hall & Partners. The study found, among other things, that male consumers pay more attention to online ads than television ads and nearly 66% said they "could not live" without the Internet.

"Men are still watching television," said Keith Richman, CEO of Break Media, "but the web is very critical to their lives."

Okay, so now we know that men like the Internet but just what are they doing online?

Most men are going online for entertainment purposes. They are watching funny, online clips (71%), playing online games and looking for news and information (90%).

What is really interesting, though, is that even though men in this age group are going online for news, playing games and buying cutting edge technological devices like smart phones, they aren't necessarily being targeted as influentials and they don't think of themselves as being an influential.

The study also found that men aren't being targeted as well as they could be. Researchers found that men are quite open to ads. Ads combined with games or contents are seen as very effective by men; 33% said they liked these types of ads.