Audience Profiles
Men
Reluctant to Shop But Eager to Splurge
The difference in marketing to Men versus marketing to Women? The title of a study from the Wharton School of Business sums it up perfectly: “Men Buy, Women Shop.”
That doesn’t mean that one approach is superior to the other. They’re just strikingly different. And the numbers bear this out. American Men spend 43 minutes per day shopping, compared to 59 minutes per day for Women.1
But it’s not just how Men buy that makes them different. It’s also what they buy. Men spend more per year dining out – over $650 more than Women – and spend nearly $200 more per year on electronics.2
Yet despite this penchant for splurging in certain categories, Men also have a frugal side, evidenced by 51% of them having used a coupon in the past 6 months.3
Demographic Info
49.3% of U.S. population4
$47,127 is the median income of a U.S. male worker5
7.9 million Men earn $100,00 or more annually6
52.8% of U.S. men are married7
27% have a bachelor's degree8
Media Habits
88% of Men
own mobile phones9
60% of smartphone users are Men10
63% of bloggers worldwide are Men11
65% of iPad owneres are Men12
31% have posted a product review online13
77% have researched a product online14
Spending Habits
On average, men annually spend:
$552 on alcohol15
$1,800 eating out16
$701 on audio visual equipment17
Request more info on connecting with Men.
2, 15, 16, 17 “Boys Gone Shopping Wild,” mint.com, Jan. 2009.
3 “Men Not to Be Overlooked as Couponers,” MedaiPost, June 2010.
4, 5, 7, 8 U.S. Census Bureau.
6 “More U.S. Women Pull Down Big Bucks," The Washington Post, Oct. 2010.
14 “U.S. Internet Users Who Have Researched Products/Services Online, by Gender,” eMarketer.com, Sept. 2010.
9 “U.S. Mobile Phone Owners., by Age and Gender," eMarketer.com, Dec. 2010.
10 comScore, Aug. 2010
11 “Bloggers Worldwide, by Gender," eMarketer.com, Nov. 2010.
12 Nielsen Co., Sept. 2010.
13 “Demographic Profile of U.S. Internet Users Who Have Posted Reviews of Products/Services Online, eMarketer.com, Sept. 2010.
