October 1, 2012
Young Men choosing Mobile over TV
Young men are so attached to their mobiles that they would prefer to give up television for a year than their handsets, according to a new study. DDB Worldwide Communications Group's Life Style Study looked at men's attitudes to the internet, social media and technology. It found that 54% of 18-34 year olds would rather go a year without watching TV than be without their cell phone; only 38% of the 35-49 age group felt that way.
Making a call when in an elevator was deemed acceptable by 57% of younger men, while 49% thought it fine to take a call in a public restroom. For older men those measures were 45% and 46%. Meanwhile, looking at online behaviour, a third of 18-34 year olds said that most of their social interactions occur online, and upwards of 36% reported that social networks had greatly improved their lives. Comparable figures for older men were considerably lower, at 24% and 22% respectively.
Overall, 27% of men said they were a different person when they're online, compared to just 18% of women; 31% of younger men said things online they would never have the nerve to say face to face, while 21% of older men did so. Men were also more likely than women to have online friendships with people they've never met, 29% against 22%.
The issue of shopping highlighted another gender divide. 40% of men would buy products online rather than shopping for them in person if given the choice, while only 31% of women would dop so. Though somewhat predictable, these results do serve to add further weight to the value of age and gender in influencing current and future shifts within the mobile retail and entertainment corridors.