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BizReport : Advertising archives : June 22, 2011

Modern males play greater role in purchase decisions

Who says men don't get a look-in when it comes to splashing out? New research from Jacobs Media reveals that six out of ten women would make a purchase based on the recommendation of their partner or spouse, highlighting the increasing role of men in the purchase process.

by Helen Leggatt

The traditional view is that women hold the purse strings and men hold little sway over a household's spending. But times have changed and today's men - whether single or spoken for - are having their say in how the money is spent.

Today, more men make purchases of their own volition particularly in the categories of car maintenance (82%), clothing (80%), sporting events (67%), electronics/media and DIY (64%) and investments (63%).

In fact, Jacobs Media's Marketing to Men study, conducted of 13,140 male and female listeners of radio stations, found that when it comes to the purchase of big ticket items more men (59.1%) than women (55.7%) considered themselves the sole or key decision-maker in the household.

Despite what men think, women really do listen - 60% say that a recommendation from their spouse or partner would influence a purchase decision.

The study's findings demonstrate to marketers that targeting men's wallets is as important, if not more, as speaking to women. While the ladies may hold the purse strings, their control of its contents is weakening.

"In the 21st Century, men are emerging as an incredibly valuable component in the marketing mix. They make purchases on their own, and have significant input in the decision-making process in the majority of households," Jacobs said.

"Advertisers ignore men at their own peril, opening up opportunities for competitive products and brands."

A recent survey from Yahoo found Dads feel "invisible" when it comes to advertising. For example, 80% identified themselves as the sole or key decision-maker for baby and childcare products, yet 57% felt ads in this category weren't targeted at them.

Tags: advertising, consumer research, household spending, Jacobs Media, purchase process

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