Men Open to New Brands; W-O-M and Ads Key for Awareness

February 26, 2014

This article is included in these additional categories:

Brand Loyalty & Purchase Habits | Brand Metrics | Men | Retail & E-Commerce | Social Media | Word of Mouth

DefyMedia-Male-Attitudes-to-Shopping-Feb2014More than 6 in 10 men aged 18-49 said they’re open to choosing new brands across several categories when shopping for the household, according to a new report from Defy Media. The study paints a picture of a more involved male shopper than some stereotypes would lead one to believe, with a majority of married men surveyed claiming to shop for groceries and household supplies more frequently than their spouses. That may be the case, but it’s difficult to draw conclusions from this study alone, given that some of the product categories analyzed –  beer, liquor, chips, soda, candy, grooming, PC/mobile, and automotive - could be perceived as being more male-oriented.

Nevertheless, the survey indicates that men aren’t reluctant shoppers for these products, with two-thirds indicating that they enjoy shopping for these supplies.

Not surprisingly, recommendations prove the most likely source of interest in new products (the power of recommendations is also seen here and here). Some 47% of respondents turn to family and friends to learn about new brands and products. Not far behind, advertising counts – 40% said they became aware of a new brand due to ads. Also of note, social media: 28% of men said they’ve become aware of a new brand through social. And to add to YouTube’s influence: 24% claimed awareness of a new brand due to a YouTube video. (Recently, a survey found 1 in 2 respondents reporting that YouTube had influenced a purchase decision.)

As with consumers in general, the survey finds that men tend to respond to brands’ stories. About half said they had bought a product because of the brand’s story or history, and 6 in 10 claimed to have done so because the product was made locally. Additionally, half claimed to have purchased a product because it was made by a smaller company.

Here are a couple of other interesting statistics about men’s shopping attitudes, gleaned from the report:

  • 7 in 10 agree that they’re buying healthier foods for themselves than in the past;
  • Almost 6 in 10 respondents said they have recommended a brand to someone else. About 1 in 4 have shared opinions and recommendations on social media platforms such as Facebook and Instagram, and about 1 in 5 have done so on Twitter.

About the Data: The data is based on an online survey conducted in August 2013 of 2,000 men ages 18-49, representative of the U.S. male population by age, marital status and education. Product categories included in the study are beer, liquor, chips, soda, candy, grooming, PC/mobile and automotive.

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