“…Men represent a different kind of consumer, weighing their buying decisions based on female influence in their lives,” said Rose Cameron, Senior Vice President and Strategic Planning Director at Leo Burnett USA. “That is why it is imperative that we spend more time to reassess the state of masculinity, particularly as it is revealed in the observed behavior of our male segments online.”

The study found two distinct types of online males - metrosexuals (enlightened, evolved men), retrosexuals (stereotypical males). The key, tough, is that despite these two segments men more or less act in the same ways.

Researchers discovered that all men are using the Internet more; they are looking for information on food, cars, health, electronics equipment and are turning to search and online communities to find the information they seek. But, the two main categories can be divided into four different subsets. Social Butterflies who want to meet likeminded people, pragmatists who go online for specific information and then log off, protectors who spend the minimum amount of time online and the king of bling who wants the latest toys and also wants to show them off.

Pragmatists and Protectors are much more interested in brand. They like familiar products and once they find a product that works, will stick with it. Social Butterflies and Kings of Bling are more likely to be influenced to buy or try a new product by influencers.

Source:BizReport

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