Microsoft builds a clever box for advertisers to aim immature fathers and â€œpre-family menâ€� (bachelors). MS suggested some consecrated investigate atâ€”of all placesâ€”the iMedia iMoms Summit. â€œWhy benefaction investigate about group during a momsâ€™ conference?â€� wrote Microsoftâ€™s Natasha Hritzuk. Because menâ€™s selling and online habits are on a rise, throwing adult with those of women and surpassing them in a few categories.
Microsoftâ€™s Stacy Elliott presented a 3 -part investigate about group that a association consecrated by Ipsos Media CT. The investigate is called â€œPre-Family Men and Young Dads: Their Priorities, Media Experience and Purchasing Power,â€� and sets out to learn a tangible (versus stereotypical) function of immature men, including:
- â€œYoung Dads,â€� that MS personal as â€œ25 to 40 year-old group who have children underneath a age of sixâ€�
- â€œPre-Family Men,â€� who are 18 to 34-year-olds who are â€œjust dipping their toes into adulthoodâ€�
The investigate reveals that immature fathers spend $400 a month on media–$100 some-more than immature moms. They share recommendation with friends and family about CPG products (54%) and 81% share recommendation about tech products. And they use amicable networking to promulgate with others (73%), over Facebook and voice-over-internet (VoIP) like Skype.
These commentary are is strongly in line with findings by Edelman and The Parenting Group, reported progressing this month by eMarketer.The investigate showed that 42% of new American fathers on socieal networks write family-related standing updates daily, and 56% post family photos a few times a week, while 21% post family-related videos. And interestingly, 70% brand themselves as a primogenitor who grocery shops and creates domicile purchasing decisions.
Their pre-family counterparts spend $350 per month on media–$60 some-more than pre-family women. About 72% give recommendation to their friends and family about tech products, and 50% explain to be shabby by online advertising, and another 44% by online hunt results. Finally, they spend 10+ hours a day multitasking between their PCs, smartphones, tablets and gaming consoles. Four places to strech them (which most final a multichannel, cross-media approach).
As Hritzuk summarizes, â€œ[The] American male is formulation his destiny and his career: heâ€™s saving, heâ€™s removing married and if he doesnâ€™t already have children, he is expected deliberation them. Heâ€™s grocery shopping, co-parenting, changing diapers and cooking his share of family meals.â€�
The brief story is that immature group are a mostly untapped marketplace for CPG and financial services (on tip of a common certain bets of automobiles, gaming and beer).