LOS ANGELES, Feb. 24, 2014 (GLOBE NEWSWIRE) -- The power of the purse is losing ground to the weight of the wallet and a new breed of male consumer is emerging, this according to Defy Media's 2nd annual Acumen Report: Brand New Man. More than 2,000 men ages 18-49 participated in the study to voice opinions on how they spark a relationship with a new brand, research products and make purchasing decisions across a wide variety of categories including alcohol, snacks and grooming products. The study reveals an empowered male consumer who is taking charge of the household shopping duties and making thoughtful decisions when it comes to the brands he brings home. More than 65 percent now hold primary shopping responsibility for several household product categories, with 67 percent disclosing they actually enjoy shopping for the household, and close to 63 percent open to choosing new brands.
According to the report, male stereotypes appear to diminish as the roles and responsibilities of men continue evolve - more than half (54 percent) of married men surveyed say they shop for groceries and household supplies more often than their spouses. Many of these men also find themselves on their own in the grocery store as well; 53 percent said their spouses do not tell them what brands to buy.
Acumen's 2012 inaugural report found that the majority of men are no longer deterred by traditional gender stereotypes with more than two-thirds (68 percent) of men willing to sacrifice career advancement for more time with family and more than 90 percent of men expressing that part of being a man is taking care of family and those around you. The male identity appears to have shifted from the stereotypical "macho" persona to what the 2012 study deemed the 'modern mensch', a multi-dimensional and good hearted individual with family-oriented priorities. This year's results follow suit with men's overall purchasing decisions led by careful consideration and meaning. Men are not taking their new found responsibilities lightly as they embark on a uniquely male approach to discovering and building new brand relationships.
"Men have earned their place as decision makers in the household. In this year's report, we uncovered the process that men embark on to discover, connect with, and purchase new brands and products," said Andy Tu, EVP of Marketing for Defy Media. "We found that men are not only purchasing in greater numbers, but in many cases they are the ones actually making the brand decisions."
Give Me(n) a Reason
Men need to be prompted into action in order to begin this journey for a new product. This can be sparked by a significant life change, a problem that needs a solution, a new category introduction or a cultural trend, such as the desire to live a healthier lifestyle. They get their cues from a variety of sources, but friends and family still wield the most influence with digital connections coming in close behind, especially with the younger generation.
- Personal recommendations can also inspire a man into action - about 47 percent turn to friends and family to spark interest in new products
- Close to 40 percent of men noted they became aware of a new brand from advertising
- Approximately 24 percent of men became aware of a new brand by watching a video on YouTube and about 28 percent due to social media
Playing the Field
Once interest is piqued, men go through an extensive research and trial process to find a product that meets certain criteria and values – and that reflect who they are. He's looking for his brand soul mate and is willing to experiment in order to find a perfect match, even asking for help to get there. Frequently portrayed as the less communicative gender – or maybe too proud to ask for directions - this modern consumer is also openly seeking advice with an average 32 percent asking store employees for guidance and some 45 percent turning to friends or family.
While tried and true sometimes trumps the pursuit of something new and unknown – about 35 percent report relying on a "go-to" brand - close to 63 percent are open to trying a new brand, revealing significant opportunity for brands to forge that potential lasting loyalty.
Overall, men actively gather data on brands by seeking out advice from experts, friends and family both in person and online, through social media and online reviews. This holds true even for every day household products and grooming choices:
- Utilizing connectivity: approximately 27 percent of men got information via a mobile device while on site at the store, 31 percent read online reviews and about 26 percent watched a video on YouTube during the research process
- Younger, digitally connected consumers are more actively using online research: an average 41 percent of men 18-34 reported using online reviews to research a new brand compared to their 35-49 year old counterparts at just 21 percent
The Mindful & Modern Man
The findings show that men are also not immune to cultural trends and are proving to be more thoughtful consumers when it comes to purchasing decisions. Men appear to be painstakingly researching products before they buy and seem to be influenced by companies and brands that align with their values and appeal to them in a meaningful way. For this 'modern mensch', sometimes the little things count:
- Almost half (49 percent) bought a product because he liked the brand's story or history and 60 percent noted they bought a product specifically because it was made locally
"I will look at local as well; if there are local brands, I try and support [them]. That's just for the economy and trying to help out what's happening nearby." – Derrick, Orlando, FL - survey participant
- Close to 57 percent said they would stop buying from a company that did something offensive or illegal
- Health matters: men appear to be seeking healthier options in the grocery aisles – more than half (58 percent) of men look for foods that are natural, low fat, less sugar or organic while 70 percent said they are buying more healthful foods compared to the past
Say It Like a Man
Once men find a new product that fits their lifestyle and a brand that aligns with their values, they are sharing their opinions and recommending the product or brand. This new communicator appears more comfortable expressing himself and is showing a propensity for pronouncing newfound loyalties through his social connections in person and online.
- Of the men surveyed, an average 58 percent said they have recommended a brand to another person
- More than 26 percent said they have shared opinions or recommendations on social media (Facebook, Instagram) and 19 percent turned to Twitter
"It is clear that the traditional notion of men as consumers is changing. The idea that men are mindless, robotic, or powerless in their decisions about shopping and brand decisions is antiquated," stated Tu. "The road ahead for marketers to embrace and engage this new era of masculinity proves to be challenging, but those that build a relationship will ultimately reap the benefit."
Methodology
The Acumen Report is based on a one-week online discussion board with 36 men and teens, three-hour ethnographic interviews with 22 men and teens in Orlando, Chicago, and the greater San Francisco Bay Area, and a 20-minute online survey conducted in August 2013 of 2,000 men ages 18-49 representative of the U.S. male population by age, marital status and education. Product categories included in the study are beer, liquor, chips, soda, candy, grooming, PC/mobile and automotive. Fieldwork was conducted in conjunction with vendor Hunter Qualitative Research. Selected excerpts of "The Acumen Report – Brand New Man" are available for download on Defy Media's insights portal, Acumen.
About Defy Media
Defy Media is the definitive media company for the digital generation, formed by the 2013 merger of Alloy Digital and Break Media. The merger united two companies with strong legacies and expertise in creating influential and culturally significant entertainment properties for 12-34 year old consumers. Defy Media creates some of the most popular content on the internet under its leading portfolio of brands, including Break, Clevver, Made Man, SMOSH, Screen Junkies, The Gloss, and The Escapist, together reaching over 125 million consumers monthly through owned web, YouTube, mobile, social, and emerging OTT platforms. The world's top brands partner with Defy to build immersive advertising solutions that deliver unparalleled access to this influential audience. With uniquely integrated capabilities in content development, studio production, distribution and promotion, Defy Media is built for content delivery in the digital age. The company is further leveraging the power of its creators and brands with extensions into merchandising and both television and feature film, where it is a producer of The Hustle (Fuse), The Devil Inside (Paramount) and The Pete Holmes Show (TBS), among others. Please visit us at www.DefyMedia.com.