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

LYON, France -- Reportlinker.com announces that a new market research report related to the Consumer goods industry is available in its catalogue.

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

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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.

Chapter 1 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 13

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 ...

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