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

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.


  • 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
      • 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
  • 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
        • Table Aggregate Income of 18to 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 Aggregate Income of Never-Married Men Age 25 and Over, by Age Group, 2006
        • Table Aggregate Consumer Expenditures of Single Men Age 35 and Over, by Age Group and Expenditure Category, 2005 (in million $)
  • 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
        • Table Aggregate Income of Men and Women, 2006 (in billion $)
      • Married Men Generate Most Income
        • Table Aggregate Income of Men, Rank Ordered by Age Group and Marital Status, 2006
        • Table Aggregate Income of Men, by Race and Hispanic Origin, 2006
        • Table Aggregate Income of Men, by Age Group, 2006
      • Aggregate Income of Men Will Grow 19% by 2012
        • Table 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 Distribution of Adult Population, by Gender, 2006 (in thousands)
        • Table 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 Male Population, by Race and Hispanic Origin, 2006 (in thousands)
        • Table Men's Population, by Age Group, Non-Hispanic Whites vs. Others, 2006 (in thousands)
    • Core Values
      • Older Men Most Content
        • Table Attitudes toward Life of Men, by Age Group
      • Conservative Views Intensify with Age
        • Table Social Values of Men, by Age Group
      • Men Under 35 Driven by Their Careers
        • Table Attitudes toward Work and Money of Men by Age Group
  • The Changing Role of Men in American Society
    • Social Trends Affecting the Men's Market
      • Educational Achievement of Younger Men Continues to Lag
        • Table Full-Time College Students by Gender, 2005 (in thousands)
        • Table Percentage of Men and Women with College Degree or More, 2006
      • Men Will Earn Minority of Professional Degrees by 2015
        • Table Actual and Projected Numbers of College Degrees by Gender, 2003-2004 vs. 2015-2016
      • Men Now Less Likely to Marry Their Educational Inferiors
        • Table Educational Attainment of Married Men and Women, 1985 vs. 2006
      • Most Husbands Still Out-earn Wives
        • Table 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 Percentage of 18to 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 Labor Force Participation by Age Group, Men vs. Women, 2006
        • Table 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 Mean Income by Age Group, Men vs. Women, 2006
        • Table Occupations of Men and Women, 2006 (in thousands)
      • Many Men under Age 40 Are High Earners
        • Table High-Income Men by Age Group, 2006 (in thousands)
      • Younger Women Begin to Dominate Jobs Needing College Education
        • Table Percentage of 18to 34-Year-Old Men and Women Working Full-Time, Year-Round, by Educational Attainment and by Age Group, 2006 (in thousands)
        • Table Men as Percentage of College Graduates with Earnings, 1975 vs. 2005
      • Earnings Difference Narrows as Education Gap Widens
        • Table Mean Earnings of Men and Women Working Full-Time, Year-Round, by Age Group, 2006
        • Table Mean Earnings of Men and Women with College Degree or More, 1970 vs. 2005
    • Social Trends
      • Men's Population Getting Older Faster
        • Table Projected Growth in Population Age 65 and Older, Men vs. Women, 2000 vs. 2020 (in thousands)
      • Most Men Live in Family Settings
        • Table Living Arrangements of Men, 2006 (in thousands)
        • Table Living Arrangements of Men by Age Group, 2006 (in thousands)
      • Divorce Rate Growing
        • Table Marital Status of Men and Women over 18 Years of Age, 2006 (in thousands)
        • Table Percentage of Men Divorced and Separated, 1970-2006
        • Table Number of Divorced and Separated Men, 1970-2006 (in thousands)
      • Men More Dependent on Their Parents
        • Table Number of Men and Women without Own Children Living in Parents' Household, by Age Group, 2006 (in thousands)
  • How Men Spend Leisure Time
    • Leisure Activities
      • Play Gives Way to Work at Age 25
        • Table 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 Participation in Leisure Activity/Hobby in Last 12 Months by Men by Age Group
      • Concerts Primary Live Entertainment Venue for Men under 60
        • Table Live Performances Attended in Last 12 Months by Men by Age Group
      • Movie Attendance Declines with Age
        • Table Profile of Movie Attendance of Men by Age Group
      • Most Younger Men Exercise Regularly
        • Table Regular Participation in Physical Fitness Programs by Men by Age Group
      • Fitness Walking Most Popular Sports Activity
        • Table Participation in Sports Activity in Last 12 Months by Men by Age Group
    • Media Usage
      • Media Habits of Younger Men Affected by Internet
        • Table Impact of the Internet on Media Usage of Men by Age Group
      • Older Men More Tuned In to Traditional Media
        • Table Attitudes toward Television of Men by Age Group
        • Table Attitudes toward Radio of Men by Age Group
        • Table Attitudes toward Newspapers of Men by Age Group
      • Magazine Choices of Men Change with Age
        • Table Magazines Popular with Men by Age Group
      • Cable TV Preferences Listed
        • Table Cable TV Services Viewed in Last 7 Days by Men by Age Group
      • Popularity of TV Sports Transcends Age Groups
        • Table TV Sports Watched Frequently by Men by Age Group
  • How Men Spend Money
    • Shopping Behavior
      • Younger Men Like to Shop
        • Table Shopping Behavior of Men by Age Group
      • Interest in Clothes Shopping Highest among 18to 24-Year-Old Men
        • Table Percentage of Men Who Really Enjoy Clothes Shopping by Age Group
      • Shopping in Home Improvement and Home Furnishings Stores Peaks in Middle Years
        • Table Shopping Profile of Men by Age Group
      • Older Men More Likely to Look for Sales and Bargains
        • Table Attitudes toward Sales and Bargains of Men by Age Group
      • Brand Loyalty Highest among Older Men
        • Table Attitudes toward Brands of Men by Age Group
      • Younger Men See Shopping as Social Event
        • Table Shopping as a Social Event by Men by Age Group
        • Table Percentage of Men Saying They Prefer to Shop with Their Friends, 18to 24-Year-Olds vs. Other Age Groups
      • Internet Has Biggest Impact on Shopping Habits of 18to 34 Year-Old Men
        • Table Impact of Internet on Shopping by Men by Age Group
      • Older Men More Interested in "Made in America" Label
        • Table Percentage of Men Saying They Prefer to Buy U.S.-Made Products
    • Personal Finance
      • Sense of Financial Security Increases with Age
        • Table Percentage of Men Who Feel Secure Financially by Age Group
      • Younger Men Less Confident about Money Management
        • Table Attitudes toward Personal Finances of Men by Age Group
      • Interest in Life Insurance Peaks among Men between 35 and 60
        • Table Attitudes toward Insurance of Men by Age Group
      • Men in 60+ Age Group Most Likely to Have Credit Cards
        • Table 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 Attitudes toward Computers, Consumer Electronics and Technology of Men by Age Group
      • Ownership of Consumer Electronics Shows Differences in Life Stages
        • Table Ownership of Home Electronics by Men by Age Group
      • Men under 35 Most Likely to Have Cellphones with Internet Access
        • Table Use of Cellphones by Men by Age Group
      • Use of Internet Varies across Age Groups
        • Table Frequency of Internet Access at Home in Last 7 Days by Men by Age Group
        • Table Online Activities of Men by Age Group
    • Attitudes toward Fashion
      • Younger Men More Driven by Fashion
        • Table Attitudes toward Fashion of Men by Age Group
      • Men Most Likely to Be in Charge of Clothes-Buying Decisions
        • Table Sole Purchasing Decisions by Men by Age Group
    • Automotive
      • Cars Part of Self-Image of Younger Men
        • Table Cars and Self-Image of Men by Age Group
      • Older Men Like American Cars
        • Table Attitudes toward Foreign vs. U.S. Cars of Men by Age Group
      • Men in 60+ Age Group Best Customers for New Car Dealers
        • Table Reasons for Buying Cars of Men by Age Group
    • Food
      • Diet and Exercise Become More Important as Men Age
        • Table Attitudes toward Healthy Eating of Men by Age Group
      • Younger Men Like to Try Out New Foods
        • Table Favorite Foods of Men by Age Group
      • Older Men Like Sweets
        • Table Attitudes toward Snacking of Men by Age Group
      • Fast Food and Frozen Dinners Fit Lifestyle of Younger Men
        • Table Cooking at Home by Men by Age Group
        • Table Attitudes toward Fast Food of Men by Age Group
  • Young Shoppers
    • Introduction
      • Shoppers in 18to 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 Demographic Profile, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Have Lower Incomes
        • Table Employment and Income Profile, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Have Materialistic Streak
        • Table Attitudes toward Work and Money, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers More Socially Conservative
        • Table Social and Political Values, Young Shoppers vs. Other 18to 34-Year-Old Men
    • Shopping Behavior
      • Young Shoppers Are Influencers and Trendsetters
        • Table Impact on Consumer Decisions of Friends, Young Shoppers vs. Other 18to 34-Year Old Men
      • Young Shoppers Like Shopping of All Kinds
        • Table Shopping Online, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Shopping Profile of 18to 34-Year-Old Men, Young Shoppers vs. Other Men
      • Young Shoppers Look for New Shopping Experiences
        • Table Choosing Stores, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Shopping Seen as a Pleasurable Experience Rather than a Disagreeable Chore
        • Table General Attitudes toward Shopping, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Shopping as a Social Event, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Shopping Behavior, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers on the Lookout for Sales and Bargains
        • Table Attitudes toward Sales and Bargains, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Less Likely to Pay with Plastic
        • Table Use of Debit and Credit Cards by 18to 34-Year-Old Men, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Brand Awareness High
        • Table Brand Awareness, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Specialty Stores Get the Nod from Young Shoppers
        • Table Attitudes toward Specialty Stores, Young Shoppers vs. Other 18to 34-Year-Old Men
    • Following Fashion
      • Young Shoppers Enamored of Their Looks
        • Table Self-image, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Spend More on Toiletries
        • Table Percent Agreeing "I Spend a Lot of Money on Toiletries/Cosmetics," Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Use of Toiletries, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Value Staying Fit and Lean
        • Table Attitudes toward Diet and Exercise, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Are Fashion-Driven
        • Table Attitudes toward Fashion, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Love to Buy Clothes
        • Table Shopping for and Buying Clothes, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Apparel/Accessories Purchased in the last 12 Months, Young Shoppers vs. Other 18 to 34-Year-Old Men
        • Table Sports Shoes Purchased in the last 12 Months, Young Shoppers vs. Other 18to 34 Year-Old Men
      • Young Shoppers Like to Buy Watches
        • Table Percent Buying Watches in Last 12 Months, Young Shoppers vs. Other 18to 34-Year Old Men
    • Other Highlights of Consumer Behavior
      • Young Shoppers Attracted to Healthy Foods
        • Table Attitudes toward Healthy Foods, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Like to Cook
        • Table Attitudes toward Eating at Home, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Experimenting with New Foods Part of Young Shoppers' Lifestyle
        • Table Attitudes toward Trying Out New Foods, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Fast Food Important to Young Shoppers
        • Table Attitudes toward Fast Food, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Home Decorating Important to Young Shoppers
        • Table Attitudes toward Home Décor, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Early Adopters of New Electronics
        • Table Attitudes toward Consumer Electronics, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Ownership of Consumer Electronics, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Attitudes toward Computers and Technology, Young Shoppers vs. Other 18to 34 Year-Old Men
    • Media Usage
      • Young Shoppers Are Traditional Media Mavens
        • Table Attitudes toward Print Media, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Attitudes toward Radio, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Attitudes toward Television, Young Shoppers vs. Other 18to 34-Year-Old Men
      • Young Shoppers Generally Positive toward Ads
        • Table Attitudes toward Advertising, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Attitudes toward Out-of-Home Ads, Young Shoppers vs. Other 18to 34-Year-Old Men
        • Table Attitudes toward Ads in Movies, Young Shoppers vs. Other 18to 34-Year-Old Men
  • 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 Demographic Profile of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Many Blue-Collar Young Men Have Substantial Income
        • Table Occupation and Income of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
        • Table Homeownership of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
    • Core Values
      • Blue-Collar Men Focus on Home
        • Table Attitudes toward Work, Money and Family of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Data Provide Support for Stereotypes
        • Table General Interests of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • College-Educated Men More Socially Conservative
        • Table Spiritual Values of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
        • Table Attitudes toward the Environment of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
    • Use of Leisure Time
      • College-Educated Men More Active
        • Table Participation in Leisure Activity/Hobby in Last 12 Months by 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
        • Table Live Performances Attended in Last 12 Months by 18to 34-Year-Old Men, CollegeEducated vs. Blue-Collar
        • Table Profile of Movie Attendance of 18to 34-Year-Old Men, College-Educated vs. Blue Collar
      • Sports Choices Differ
        • Table Participation in Sports Activity in Last 12 Months by 18to 34-Year-Old Men, CollegeEducated vs. Blue-Collar
    • Highlights of Consumer Behavior
      • Blue-Collar Shoppers Less Sensitive to Price
        • Table Price Sensitivity of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Blue-Collar Shopping Habits Unaffected by Internet
        • Table Impact of the Internet on Shopping Behavior of 18to 34-Year-Old Men, CollegeEducated vs. Blue-Collar
        • Table Percentage of 18to 34-Year-Old Men Making Online Purchase in Last 30 days, College-Educated vs. Blue-Collar
      • Blue-Collar Segment Shops less Often
        • Table Frequency of Visits to Malls by 18to 34-Year-Old Men in Last 4 Weeks, CollegeEducated vs. Blue-Collar
        • Table Department/Discount Stores Shopped by 18to 34-Year-Old Men in Last 3 Months, College-Educated vs. Blue-Collar
        • Table Home Electronics Stores Shopped by 18to 34-Year-Old Men in Last 3 Months, College-Educated vs. Blue-Collar
      • Cars More Important to Blue-Collar Segment
        • Table Attitudes toward Cars of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • More Pickups Found in Garages of Blue-Collar Young Men
        • Table Automotive Profile of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Computers Present in Most Blue-Collar Homes
        • Table Percentage of Households of 18to 34-Year-Old Men with Computer, College-Educated vs. Blue-Collar
      • Both Segments Like New Gadgets
        • Table Attitudes toward Consumer Electronics of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Multiple TV Sets More Common in Blue-Collar Households
        • Table Ownership of Home Electronics by 18to 34-Year-Old Men, College-Educated vs. Blue Collar
      • Cellphones Bigger Part of Lifestyle of College-Educated
        • Table Ownership of Cellphones by 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • College-Educated Men Focus More on Personal Fitness and Healthy Eating
        • Table Attitudes toward Exercise of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
        • Table Attitudes toward Healthy Eating of 18to 34-Year-Old Men, College-Educated vs. Blue Collar
      • Young Men with College Background Have Wider Tastes in Food
        • Table Attitudes toward Food of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Domestic Travel Favored by Blue-Collar Young Men
        • Table Attitudes toward Travel of 18to 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 Impact of the Internet on Media Usage by 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • TV More Important to Young Blue-Collar Men
        • Table Attitudes toward TV of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Most TV Choices Similar
        • Table Cable TV Services Viewed in Last 7 Days by 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Football and Baseball Top Sports TV Choices for Both Segments
        • Table TV Sports Watched Frequently by 18to 34-Year-Old Men, College-Educated vs. Blue Collar
      • Radio Equally Popular with Both Segments
        • Table Attitudes toward Radio of 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Car Magazines More Popular with Blue-Collar Readers
        • Table Magazines Popular with 18to 34-Year-Old Men, College-Educated vs. Blue-Collar
      • Blue-Collar Male Consumers More Positive about Advertising
        • Table Attitudes toward Advertising of 18to 34-Year-Old Men, College-Educated vs. Blue Collar
  • Consumer Profile: Never-Married vs. Married Men
    • Introduction and Overview
      • "Never-Marrieds" Fast-Growing Market Segment
        • Table Percentage of Men Who Have Never Married, 1950-2006
      • Number of Never-Married Men in 35+ Age Group Nears 9 Million
        • Table Men's Population 35 Years Old and Over by Marital Status, 2006
      • Never-Married Population Heavily Urban
        • Table Demographic Profile of Men 35 Years Old and Over, Never-Married vs. Married
      • Most Never-Married Men Live with Others
        • Table Household Profile of Men 35 Years Old and Over, Never-Married vs. Married
      • Married Men Have Higher Incomes
        • Table Education, Employment and Income Profile of Men 35 Years Old and Over, Never Married vs. Married
      • Married Men More Likely to Be Homeowners
        • Table Homeownership Profile of Men 35 Years Old and Over, Never-Married vs. Married
    • Core Values
      • Married Men More Content
        • Table Attitudes toward Life of Men 35 Years Old and Over, Never-Married vs. Married
      • Never-married Men Have More Liberal Political Orientation
        • Table Social Values of Men 35 Years Old and Over, Never-Married vs. Married
        • Table Attitudes toward Environment of Men 35 Years Old and Over, Never-Married vs. Married
      • Never-Married Men Far More Concerned about Looking Good
        • Table Self-Image of Men 35 Years Old and Over, Never-Married vs. Married
        • Table Use of Personal-Care Products by Men Age 35 and Over, Never-Married vs. Married
      • Home Important to Never-Married Men
        • Table 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 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 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 Regular Participation in Physical Fitness Programs by Men Age 35 and Over, Never Married vs. Married
        • Table Participation in Sports Activity in Last 12 Months by Men Age 35 and Over, Never Married vs. Married
      • Married Men Go Out Less
        • Table Live Performances Attended in Last 12 Months by Men Age 35 and Over, Never Married vs. Married
        • Table Movie Attendance of Men Age 35 and Over, Never-Married vs. Married
      • Married Men Prefer Domestic Travel
        • Table Attitudes toward Travel of Men 35 Years Old and Over, Never-Married vs. Married
    • Highlights of Consumer Behavior
      • Never-Married Pay Cash
        • Table Attitudes toward Personal Finance of Men 35 Years Old and Over, Never-Married vs. Married
        • Table Financial Services Profile of Men Age 35 and Over, Never-Married vs. Married
      • Never-Married Men Like to Shop
        • Table Attitudes toward Shopping of Men Age 35 and Over, Never-Married vs. Married
      • Attitudes toward Food Differ Significantly
        • Table Attitudes toward Healthy Eating of Men 35 Years Old and Over, Never-Married vs. Married
        • Table 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 Attitudes toward Managing Personal Health of Men Age 35 and Over, Never-Married vs. Married
      • Married Men Less Interested in Consumer Electronics
        • Table Attitudes toward Consumer Electronics of Men Age 35 and Over, Never-Married vs. Married
      • Never-Married Men More Attracted to Online Shopping
        • Table 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 Media Usage of Men Age 35 and Over, Never-Married vs. Married
      • TV Choices Analyzed
        • Table Cable TV Services Viewed in Last 7 Days by Men Age 35 and Over, Never-Married vs. Married
        • Table TV Sports Watched Frequently by Men Age 35 and Over, Never-Married vs. Married
      • Magazine Preferences Differ
        • Table Magazines Popular with Men Age 35 and Over, Never-Married vs. Married
  • Addresses of Selected Men's Market Resources

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