What do men want?

We all know one of these men: the banker, the wild night-lifer, the social network addict, the hardcore gamer, the branded-bag guy and the list goes on and on. But surely many of us have not yet grasped how important these men are to our markets. A growing number of these Pre-Family Man (PFM) are delaying marriage, are without family responsibility and therefore strengthening their purchasing power. Furthermore, these tech-savvy, well connected guys are highly influential (in terms of product recommendation) among peers and family. MEC teams up with Microsoft Advertising to find out more about this newly defined target audience and their device usage. Read more to find out the role of the device versus content. 

So what drives usage for these men- the device or the content?

1. Many of our PFMs use technology to manage their lives- organising finances, appointments, contacts etc. The internet simplifies the many dimensions of their busy lives.
2. Content usage differs across the day: 
• Morning: Getting work done
• Afternoon/Evening: Entertainment
• Communication and Information content used regularly as part of "keeping up"
3. Guys will switch from smartphones / tablets to laptops and PCs for quite practical reasons.
While the screen size will obviously have an impact on quality of viewing either detailed content, or longer form video, there is currently also a distinction when using for important, or more complex actions – e.g. transactions.
4. In terms of Instant Messaging, laptops are the pre-eminent mobile device, maybe somewhat surprisingly compared to smartphone, although whenever physically on the move, there is a seamless switch to smartphones.

For a more detailed analysis and how to better reach Pre-Family Man, download our full
report here: The Pre-Family Man