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

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The following is the abstract from the full report:
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 “Traditional” men.