Friday
Survey Looks at Adult Male Online Habits
Dawn Anfuso
At least half of adult males multitask online, and watch TV and use the Internet simultaneously. And most don’t perceive advertising as evil.
These are some of the findings from scenarioDNA, which recently conducted a study of 749 men aged 18 to 35 and their online habits as male consumers.
The survey found that men within this segment can decipher the value of rich-media advertising. When asked about rich-media ads online, 40% of respondents feel it depends on what’s being advertised. Only 1.6% believe advertising is evil.
Slightly more than half (55.1%) of them watch TV while they’re online. And if both devices are on simultaneously, about half (48.9%) are likely to respond to what they see and/or hear on TV immediately by searching for it online or going to the URL.
Their interactive behavior is also expressed through the toys they own. More than half (55.2%) own some form of “connected” electronics. They own video on demand (VOD), interactive program guides (IPG), digital video recorders (DVR), webTV, xBox, Playstation 2 and GameCube.
Further, 57.8% of respondents multitask online. Typically, they’re regularly instant messaging, while checking their email and playing games or downloading music.
An overwhelming majority of respondents stressed that they expect convenience from online. They don’t want to drive from store to store to get what they need. That wastes their time.
What won’t waste their time? Incentives that pay. Nearly 83% said they preferred cold hard cash over discounts and certificates.
At least half of adult males multitask online, and watch TV and use the Internet simultaneously. And most don’t perceive advertising as evil.
These are some of the findings from scenarioDNA, which recently conducted a study of 749 men aged 18 to 35 and their online habits as male consumers.
The survey found that men within this segment can decipher the value of rich-media advertising. When asked about rich-media ads online, 40% of respondents feel it depends on what’s being advertised. Only 1.6% believe advertising is evil.
Slightly more than half (55.1%) of them watch TV while they’re online. And if both devices are on simultaneously, about half (48.9%) are likely to respond to what they see and/or hear on TV immediately by searching for it online or going to the URL.
Their interactive behavior is also expressed through the toys they own. More than half (55.2%) own some form of “connected” electronics. They own video on demand (VOD), interactive program guides (IPG), digital video recorders (DVR), webTV, xBox, Playstation 2 and GameCube.
Further, 57.8% of respondents multitask online. Typically, they’re regularly instant messaging, while checking their email and playing games or downloading music.
An overwhelming majority of respondents stressed that they expect convenience from online. They don’t want to drive from store to store to get what they need. That wastes their time.
What won’t waste their time? Incentives that pay. Nearly 83% said they preferred cold hard cash over discounts and certificates.
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