Today's Man
Today's Man a major research project initiated by IPC Insight, the company's consumer research division sets out to understand the developing trends within the notoriously hard-to-target 18- to 34-year-old male demographic.
Five distinct attitudinal clusters are apparent within this group:
· Positive Socials (19%) Ultra-positive young men surrounded by a big group of friends. They trust brands and are happy to admit that advertising helps them find new products
· Non-committals (18%) Defined by a lack of strong opinions and yet to decide on a career or relationship. This group are often online in the daytime and have the highest propensity to use social networking sites
· Romantic Gents (22%) Strongly committed to their partners with a thirst for learning new skills. This group find their true 'down time' mainly at lunch rather than in the evening
· Mature New Men (16%) Brand-savvy individuals with a strong commitment to their careers, they tend to be sceptical about advertising and marketing
· Responsible Dads (25%) Traditionally conservative with a big emphasis on putting the family first. Fulfilling their passions through media is one of their few pleasures in a time-pressured world
Sam Finlay, IPC Ignite's group advertising director, says: Young men are the most fast-evolving social group in the UK, which makes them both tremendously hard to target and truly fascinating to understand. Today's Man provides us with a wealth of insight into this complex and diverse group, suggesting even more effective strategies to reach and engage them.
Magazines are the top media for commanding attention. 20% don't do anything else when reading a magazine, compared with just 4% for TV, 5% for the internet, 8% for radio, and 12% for newspapers.
IPC Ignite head of Insight Dan Botten adds: Today's Man establishes some clear commonalities among the clusters, but the really fascinating insights come to light when examining the differences. As this research project moves forward we will continue to hone our understanding of these diverse groups of young British men.
For more details contact Dan, 020 3148 6732 Dan Botten.
