美國男性消費者介紹

This new Packaged Facts report provides a comprehensive analysis of the consumer attitudes and behavior of the 110 million men in America. Despite the fact that women continue to gain ground on campuses and in the workplace, men still generate 62% of aggregate income in America. Although women remain in charge of many aspects of household spending, many men-especially those under the age of 35-are serious shoppers.

Marketers are making significant efforts to understand what drives men' s buying decisions. However, uncertainty remains about how to most effectively segment and reach out to the male consumer. For example, a few years ago some advertisers and marketers focused on the shopping behavior and buying decisions of "metrosexual" male consumers, who were seen as interested in pursuing the feminine side of their male identity. Now, however, some analysts have concluded that this male image needs to give way to a more traditional "machosexual" version of men. This Packaged Facts report provides marketers and advertisers with an up-to-date view of these and other trends and controversies affecting the men' s market.

The report begins with an overview of the market, including an assessment of the size and growth of the market and a demographic profile of male consumers. Then follows a chapter on strategic trends and marketing opportunities in the men' s market now and into the future. Another chapter demonstrates the impact of key social and economic trends on the role of men in American society.

• The next section of the report includes chapters on how men spend their leisure time and how they spend money. It includes an analysis of leisure-time activities and media usage patterns of men and offers an in-depth look at how men behave as consumers in areas such as personal finance, food, fashion, consumer electronics, and the automotive world.
• The report continues with an innovative look at the consumer attitudes and behavior of evolving segments of the men' s market of keen interest to marketers. One chapter analyzes "Young Shoppers"-18- to 34-year-olds who say they "really enjoy any kind of shopping." Another chapter identifies the differences and similarities between "College Educated" and "Blue Collar" men-those under the age of 35 who have a college background and those who don' t. The next chapter of the report analyzes one of the fastest-growing groups in the men' s market-the "Never-Marrieds"-and compares them with the values and behavior of married men. This section of the report concludes with an updated look at the "metrosexual-machosexual" continuum by analyzing the attitudes and behavior of "Modern" and "Tradtional" men.

Chapter 1 Executive Summary

• Background
  • Introduction
  • Overview of the Report
• Scope and Methodology
  • Scope of the Market
  • Methodology
• Overview of the Market
  • Men' s Population Totals 110 Million
  • Men Continue to Generate Bulk of Consumer Income
  • Married Men Generate Most Income
  • Aggregate Income of Men Will Grow 19% by 2012
• Profile of the Men' s Population
  • Men Form Majority in Younger Population Segments
  • Older Men Most Content
  • Conservative Views Intensify with Age
  • Men under 35 Driven by Their Careers
• The Changing Role of Men in American Society
  • Educational Achievement of Younger Men Continues to Lag
  • Men Will Earn Minority of Professional Degrees by 2015
  • Men Now less Likely to Marry Their Educational Inferiors
  • Most Husbands Still Out-earn Wives
  • Education Gap Affects Marriage Prospects of Young Men and Women in Large Metro Areas
  • Men Still More Likely to Be in Workforce
  • Earnings Difference Narrows as Education Gap Widens
  • Divorce Rate Growing
  • Men More Dependent on Their Parents
• How Men Spend Leisure Time
  • Play Gives Way to Work at Age 25
  • Listening to Music and Going Out to Eat Rank as Most Popular Leisure Activities
  • Movie Attendance Declines with Age
  • Fitness Walking Most Popular Sports Activity
  • Older Men More Tuned In to Traditional Media
  • Magazine Choices of Men Change with Age
  • Popularity of TV Sports Transcends Age Groups
• How Men Spend Money
  • Younger Men Like to Shop
  • Shopping in Home Improvement and Home Furnishings Stores Peaks in Middle Years
  • Sense of Financial Security Increases with Age
  • Use of Internet Varies across Age Groups
  • Cars Part of Self-Image of Younger Men
  • Men in 60+ Age Group Best Customers for New Car Dealers
  • Diet and Exercise Become More Important as Men Age
  • Younger Men Like to Try Out New Foods
• Consumer Profile: Young Shoppers
  • "Young Shoppers Defined"
  • Young Shoppers Are Influencers and Trendsetters
  • Young Shoppers on the Lookout for Sales and Bargains
  • Brand Awareness High
  • Young Shoppers Enamored of Their Looks
  • Young Shoppers Are Fashion-Driven
  • Experimenting with New Foods Part of Young Shoppers' Lifestyle
  • Home Decorating Important to Young Shoppers
  • Young Shoppers Are Traditional Media Mavens
• Consumer Profile: Blue-Collar vs. College-Educated Young Men
  • Declining Educational Achievement among Younger Men Has Implications for Marketers
  • "Blue-Collar" and "College-Educated" Segments Defined
  • Many Blue-Collar Young Men Have Substantial Income 13
  • Blue-Collar Shoppers less Sensitive to Price
  • Blue-Collar Shopping Habits Unaffected by Internet
  • Cars More Important to Blue-Collar Segment
  • Computers Present in Most Blue-Collar Homes
  • College-Educated Men Focus More on Personal Fitness and Healthy Eating
  • Young Men with College Background Have Wider Tastes in Food
• Consumer Profile: Never-Married vs. Married Men
  • "Never-Marrieds" Fast-Growing Market Segment
  • Never-Married Population Heavily Urban
  • Most Never-Married Men Live with Others
  • Married Men More Content
  • Never-Married Men Far More Concerned about Looking Good
  • Home Important to Never-Married Men
  • Cooking Provides Centerpiece of Home Life for Never-Married Men
  • Never-Married Men Work Out More
  • Never-Married Men Like to Shop
  • Attitudes toward Food Differ Significantly
  • Never-Married Men More Interested in Managing Health
  • Never-Married Men More Attracted to Online Shopping
• Consumer Profile: Modern vs. Traditional Men
  • The "Metrosexual" Man Falls Out of Favor
  • Defining "Modern" and "Traditional" Men
  • Modern Men Want to Look Good
  • Modern Men Focus on Their Homes
  • Traditional Men Better at Fixing Things
  • Traditional Men Go Out Less Often
  • Traditional Men More Likely to Go Hunting and Golfing
  • Wide Differences Seen in Shopping Behavior
  • Traditional Men Have Conservative Dress Style
  • Healthy Eating Key Goal of Modern Men
  • Kitchens Important to Modern Men
  • Modern Men See Cars as Way to Express Identity, Traditional Men View Autos as Mode of Transportation
• Trends and Opportunities
  • Social Trends Changing Structure of Men' s Market
  • Marketers and Media Executives Continue Quest to Engage Men
  • Young Shoppers and Modern Men Offer Many Similar Opportunities for Marketers
  • Blue-Collar Segment Merits Respect
  • Older Men Deserve More Attention from Marketers
  • Never-Married and Other Single Men in Older Age Groups Are Major Spenders

Chapter 2 Trends and Opportunities

• Social Trends Changing Structure of Men' s Market
• Marketers and Media Executives Continue Quest to Engage Men
• Marketers of Men' s Grooming Products Turn to Branded Entertainment
• MTV Creates a New Division to Integrate Advertising to Men across Multiple Platforms
• Men' s Magazines Adopt the Service Approach of Women' s Titles
• PepsiCo Redesigns Diet Pepsi Packaging to Attract More Men
• Men' s Grooming Companies Try Radically Different Marketing Approaches
• Young Shoppers and Modern Men Offer Many Similar Opportunities for Marketers
• Blue-Collar Segment Merits Respect
• Table 2-1Aggregate Income of 18- to 34-Year-Old Men without a College Education, 2006
• Older Men Deserve More Attention from Marketers
• Never-Married and Other Single Men in Older Age Groups Are Major Spenders
• Table 2-2 Aggregate Income of Never-Married Men Age 25 and Over, by Age Group, 2006
• Table 2-3 Aggregate Consumer Expenditures of Single Men Age 35 and Over, by Age Group and Expenditure Category, 2005 (in million $)

Chapter 3 Overview of the Market

• Size and Growth of the Men' s Market
• Men' s Population Totals 110 Million
• Men Continue to Generate Bulk of Consumer Income
• Figure 3-1 Aggregate Income of Men and Women, 2006 (in billion $)
• Source: U.S. Census Bureau; Packaged Facts
• Married Men Generate Most Income
• Table 3-1 Aggregate Income of Men, Rank Ordered by Age Group and Marital Status, 2006
• Table 3-2 Aggregate Income of Men, by Race and Hispanic Origin, 2006
• Table 3-3 Aggregate Income of Men, by Age Group, 2006
• Aggregate Income of Men Will Grow 19% by 2012
• Table 3-4 Projected Growth in Aggregate Income of Men, 2007-2012 (in billion $)

• Profile of the Men' s Population
  • Men Form Majority in Younger Population Segments
  • Table 3-5 Distribution of Adult Population, by Gender, 2006 (in thousands)
  • Table 3-6 Distribution of Adult Population, by Age Group and Gender, 2006 (in thousands)
  • Multicultural Men More Significant in Younger Age Groups of Men' s Population
  • Table 3-7 Male Population, by Race and Hispanic Origin, 2006 (in thousands)
  • Table 3-8 Men' s Population, by Age Group, Non-Hispanic Whites vs. Others, 2006 (in thousands)
• Core Values
  • Older Men Most Content
  • Table 3-9 Attitudes toward Life of Men, by Age Group
  • Conservative Views Intensify with Age
  • Table 3-10 Social Values of Men, by Age Group
  • Men Under 35 Driven by Their Careers
  • Table 3-11 Attitudes toward Work and Money of Men by Age Group

Chapter 4 The Changing Role of Men in American Society

• Social Trends Affecting the Men' s Market
  • Educational Achievement of Younger Men Continues to Lag
  • Figure 4-1 Full-Time College Students by Gender, 2005 (in thousands)
  • Table 4-1 Percentage of Men and Women with College Degree or More, 2006
  • Men Will Earn Minority of Professional Degrees by 2015
  • Table 4-2 Actual and Projected Numbers of College Degrees by Gender, 2003-2004 vs. 2015-2016
  • Men Now Less Likely to Marry Their Educational Inferiors
  • Table 4-3 Educational Attainment of Married Men and Women, 1985 vs. 2006
  • Most Husbands Still Out-earn Wives
  • Table 4-4 Earnings of Husbands and Wives, 1999 vs. 2005 (in thousands)
  • Education Gap Affects Marriage Prospects of Young Men and Women in Large Metro Areas
  • Table 4-5 Percentage of 18- to 34-Year-old Men and Women with College Degree or More in 20 Largest Metropolitan Areas, 2005
• Economic Changes Affecting the Status of Men
  • Men Still More Likely to Be in Workforce
  • Table 4-6 Labor Force Participation by Age Group, Men vs. Women, 2006
  • Table 4-7 Full-Time and Part-Time Employment of the Population Age 20 Years and Over, Men vs. Women, 2006 (in thousands)
  • Men Continue to Earn More than Women
  • Table 4-8 Mean Income by Age Group, Men vs. Women, 2006
  • Table 4-9 Occupations of Men and Women, 2006 (in thousands)
  • Many Men under Age 40 Are High Earners
  • Table 4-10 High-Income Men by Age Group, 2006 (in thousands)
  • Younger Women Begin to Dominate Jobs Needing College Education
  • Table 4-11 Percentage of 18- to 34-Year-Old Men and Women Working Full-Time, Year-Round, by Educational Attainment and by Age Group, 2006 (in thousands)
  • Figure 4-2 Men as Percentage of College Graduates with Earnings, 1975 vs. 2005
  • Earnings Difference Narrows as Education Gap Widens
  • Table 4-12 Mean Earnings of Men and Women Working Full-Time, Year-Round, by Age Group, 2006
  • Table 4-13 Mean Earnings of Men and Women with College Degree or More, 1970 vs. 2005
• Social Trends
  • Men' s Population Getting Older Faster
  • Table 4-14 Projected Growth in Population Age 65 and Older, Men vs. Women, 2000 vs. 2020 (in thousands)
  • Most Men Live in Family Settings
  • Table 4-15 Living Arrangements of Men, 2006 (in thousands)
  • Table 4-16 Living Arrangements of Men by Age Group, 2006 (in thousands)
  • Divorce Rate Growing
  • Table 4-17 Marital Status of Men and Women over 18 Years of Age, 2006 (in thousands)
  • Figure 4-3 Percentage of Men Divorced and Separated, 1970-2006
  • Figure 4-4 Number of Divorced and Separated Men, 1970-2006 (in thousands)
  • Men More Dependent on Their Parents
  • Table 4-18 Number of Men and Women without Own Children Living in Parents' Household, by Age Group, 2006 (in thousands)

Chapter 5 How Men Spend Leisure Time

• Leisure Activities
  • Play Gives Way to Work at Age 25
  • Figure 5-1 Number of Hours per Day Spent on Leisure and Work Activities by Men by Age Group, 2006
  • Listening to Music and Going Out to Eat Rank as Most Popular Leisure Activities
  • Table 5-1 Participation in Leisure Activity/Hobby in Last 12 Months by Men by Age Group
  • Concerts Primary Live Entertainment Venue for Men under 60
  • Table 5-2 Live Performances Attended in Last 12 Months by Men by Age Group
  • Movie Attendance Declines with Age
  • Table 5-3 Profile of Movie Attendance of Men by Age Group
  • Table 5-3 Profile of Movie Attendance of Men by Age Group (Cont.)
  • Most Younger Men Exercise Regularly
  • Table 5-4 Regular Participation in Physical Fitness Programs by Men by Age Group
  • Fitness Walking Most Popular Sports Activity
  • Table 5-5 Participation in Sports Activity in Last 12 Months by Men by Age Group
• Media Usage
  • Media Habits of Younger Men Affected by Internet
  • Table 5-6 Impact of the Internet on Media Usage of Men by Age Group
  • Older Men More Tuned In to Traditional Media
  • Table 5-7 Attitudes toward Television of Men by Age Group
  • Table 5-8 Attitudes toward Radio of Men by Age Group
  • Table 5-9 Attitudes toward Newspapers of Men by Age Group
  • Magazine Choices of Men Change with Age
  • Table 5-10 Magazines Popular with Men by Age Group
  • Cable TV Preferences Listed
  • Table 5-11 Cable TV Services Viewed in Last 7 Days by Men by Age Group
  • Popularity of TV Sports Transcends Age Groups
  • Table 5-12 TV Sports Watched Frequently by Men by Age Group
  • Table 5-12 TV Sports Watched Frequently by Men by Age Group Cont.

Chapter 6 How Men Spend Money

• Shopping Behavior
  • Younger Men Like to Shop
  • Table 6-1 Shopping Behavior of Men by Age Group
  • Interest in Clothes Shopping Highest among 18- to 24-Year-Old Men
  • Figure 6-1 Percentage of Men Who Really Enjoy Clothes Shopping by Age Group
  • Shopping in Home Improvement and Home Furnishings Stores Peaks in Middle Years
  • Table 6-2 Shopping Profile of Men by Age Group
  • Older Men More Likely to Look for Sales and Bargains
  • Table 6-3 Attitudes toward Sales and Bargains of Men by Age Group
  • Brand Loyalty Highest among Older Men
  • Table 6-4 Attitudes toward Brands of Men by Age Group
  • Younger Men See Shopping as Social Event
  • Table 6-5 Shopping as a Social Event by Men by Age Group
  • Figure 6-2 Percentage of Men Saying They Prefer to Shop with Their Friends, 18- to 24-Year-Olds vs. Other Age Groups
  • Internet Has Biggest Impact on Shopping Habits of 18- to 34-Year-Old Men
  • Table 6-6 Impact of Internet on Shopping by Men by Age Group
  • Older Men More Interested in "Made in America" Label
  • Figure 6-3 Percentage of Men Saying They Prefer to Buy U.S.-Made Products
• Personal Finance
  • Sense of Financial Security Increases with Age
  • Figure 6-4 Percentage of Men Who Feel Secure Financially by Age Group
  • Younger Men Less Confident about Money Management
  • Table 6-7 Attitudes toward Personal Finances of Men by Age Group
  • Interest in Life Insurance Peaks among Men between 35 and 60
  • Table 6-8 Attitudes toward Insurance of Men by Age Group
  • Men in 60+ Age Group Most Likely to Have Credit Cards
  • Table 6-9 Financial Services Profile of Men by Age Group
• Technology and Consumer Electronics
  • Men of All Ages under 60 Show Interest in Computers and Technology
  • Table 6-10 Attitudes toward Computers, Consumer Electronics and Technology of Men by Age Group
  • Ownership of Consumer Electronics Shows Differences in Life Stages
  • Table 6-11 Ownership of Home Electronics by Men by Age Group
  • Men under 35 Most Likely to Have Cellphones with Internet Access
  • Table 6-12 Use of Cellphones by Men by Age Group
  • Use of Internet Varies across Age Groups
  • Table 6-13 Frequency of Internet Access at Home in Last 7 Days by Men by Age Group
  • Table 6-14 Online Activities of Men by Age Group
• Attitudes toward Fashion
  • Younger Men More Driven by Fashion
  • Table 6-15 Attitudes toward Fashion of Men by Age Group
  • Men Most Likely to Be in Charge of Clothes-Buying Decisions
  • Table 6-16 Sole Purchasing Decisions by Men by Age Group
• Automotive
  • Cars Part of Self-Image of Younger Men
  • Table 6-17 Cars and Self-Image of Men by Age Group
  • Older Men Like American Cars
  • Table 6-18 Attitudes toward Foreign vs. U.S. Cars of Men by Age Group
  • Men in 60+ Age Group Best Customers for New Car Dealers
  • Table 6-19 Reasons for Buying Cars of Men by Age Group
• Food
  • Diet and Exercise Become More Important as Men Age
  • Table 6-20 Attitudes toward Healthy Eating of Men by Age Group
  • Younger Men Like to Try Out New Foods
  • Table 6-21 Favorite Foods of Men by Age Group
  • Older Men Like Sweets
  • Table 6-22 Attitudes toward Snacking of Men by Age Group
  • Fast Food and Frozen Dinners Fit Lifestyle of Younger Men
  • Table 6-23 Cooking at Home by Men by Age Group
  • Table 6-24 Attitudes toward Fast Food of Men by Age Group

Chapter 7 Young Shoppers

• Introduction
  • Shoppers in 18- to 34-Year-Old Age Segment Seen as Highly Desirable Demographic in Men' s Market
  • "Young Shoppers" Segment Defined
• Overview
  • Young Shoppers More Likely to Be Multicultural
  • Table 7-1 Demographic Profile, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Have Lower Incomes
  • Table 7-2 Employment and Income Profile, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Have Materialistic Streak
  • Table 7-3 Attitudes toward Work and Money, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers More Socially Conservative
  • Table 7-4 Social and Political Values, Young Shoppers vs. Other 18- to 34-Year-Old Men
• Shopping Behavior
  • Young Shoppers Are Influencers and Trendsetters
  • Table 7-5 Impact on Consumer Decisions of Friends, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Like Shopping of All Kinds
  • Table 7-6 Shopping Online, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-7 Shopping Profile of 18- to 34-Year-Old Men, Young Shoppers vs. Other Men
  • Young Shoppers Look for New Shopping Experiences
  • Table 7-8 Choosing Stores, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Shopping Seen as a Pleasurable Experience Rather than a Disagreeable Chore
  • Table 7-9 General Attitudes toward Shopping, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-10 Shopping as a Social Event, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-11 Shopping Behavior, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers on the Lookout for Sales and Bargains
  • Table 7-12 Attitudes toward Sales and Bargains, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Less Likely to Pay with Plastic
  • Table 7-13 Use of Debit and Credit Cards by 18- to 34-Year-Old Men, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Brand Awareness High
  • Table 7-14 Brand Awareness, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Specialty Stores Get the Nod from Young Shoppers
  • Table 7-15 Attitudes toward Specialty Stores, Young Shoppers vs. Other 18- to 34-Year-Old Men
• Following Fashion
  • Young Shoppers Enamored of Their Looks
  • Table 7-16 Self-image, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Spend More on Toiletries
  • Figure 7-1 Percent Agreeing "I Spend a Lot of Money on Toiletries/Cosmetics," Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-17 Use of Toiletries, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Value Staying Fit and Lean
  • Table 7-18 Attitudes toward Diet and Exercise, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Are Fashion-Driven
  • Table 7-19 Attitudes toward Fashion, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Love to Buy Clothes
  • Table 7-20 Shopping for and Buying Clothes, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-21 Apparel/Accessories Purchased in the last 12 Months, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-22 Sports Shoes Purchased in the last 12 Months, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Like to Buy Watches
  • Figure 7-2 Percent Buying Watches in Last 12 Months, Young Shoppers vs. Other 18- to 34-Year-Old Men
• Other Highlights of Consumer Behavior
  • Young Shoppers Attracted to Healthy Foods
  • Table 7-23 Attitudes toward Healthy Foods, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Like to Cook
  • Table 7-24 Attitudes toward Eating at Home, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Experimenting with New Foods Part of Young Shoppers' Lifestyle
  • Table 7-25 Attitudes toward Trying Out New Foods, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Fast Food Important to Young Shoppers
  • Table 7-26 Attitudes toward Fast Food, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Home Decorating Important to Young Shoppers
  • Table 7-27 Attitudes toward Home Décor, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Early Adopters of New Electronics
  • Table 7-28 Attitudes toward Consumer Electronics, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-29 Ownership of Consumer Electronics, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-30 Attitudes toward Computers and Technology, Young Shoppers vs. Other 18- to 34-Year-Old Men
• Media Usage
  • Young Shoppers Are Traditional Media Mavens
  • Table 7-31 Attitudes toward Print Media, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-32 Attitudes toward Radio, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-33 Attitudes toward Television, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Young Shoppers Generally Positive toward Ads
  • Table 7-34 Attitudes toward Advertising, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-35 Attitudes toward Out-of-Home Ads, Young Shoppers vs. Other 18- to 34-Year-Old Men
  • Table 7-36 Attitudes toward Ads in Movies, Young Shoppers vs. Other 18- to 34-Year-Old Men

Chapter 8 Consumer Profile: Blue-Collar vs. College-Educated Young Men

• Introduction and Overview
  • Declining Educational Achievement among Younger Men Has Implications for Marketers
  • "Blue-Collar" and "College-Educated" Segments Defined
  • Demographic Profiles Vary
  • Table 8-1 Demographic Profile of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Many Blue-Collar Young Men Have Substantial Income
  • Table 8-2 Occupation and Income of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-3 Homeownership of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
• Core Values
  • Blue-Collar Men Focus on Home
  • Table 8-4 Attitudes toward Work, Money and Family of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Data Provide Support for Stereotypes
  • Table 8-5 General Interests of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • College-Educated Men More Socially Conservative
  • Table 8-6 Spiritual Values of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-7 Attitudes toward the Environment of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
• Use of Leisure Time
  • College-Educated Men More Active
  • Table 8-8 Participation in Leisure Activity/Hobby in Last 12 Months by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-9 Live Performances Attended in Last 12 Months by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-10 Profile of Movie Attendance of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Sports Choices Differ
  • Table 8-11 Participation in Sports Activity in Last 12 Months by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
• Highlights of Consumer Behavior
  • Blue-Collar Shoppers Less Sensitive to Price
  • Table 8-12 Price Sensitivity of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Blue-Collar Shopping Habits Unaffected by Internet
  • Table 8-13 Impact of the Internet on Shopping Behavior of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Figure 8-1 Percentage of 18- to 34-Year-Old Men Making Online Purchase in Last 30 days, College-Educated vs. Blue-Collar
  • Blue-Collar Segment Shops less Often
  • Table 8-14 Frequency of Visits to Malls by 18- to 34-Year-Old Men in Last 4 Weeks, College-Educated vs. Blue-Collar
  • Table 8-15 Department/Discount Stores Shopped by 18- to 34-Year-Old Men in Last 3 Months, College-Educated vs. Blue-Collar
  • Table 8-16 Home Electronics Stores Shopped by 18- to 34-Year-Old Men in Last 3 Months, College-Educated vs. Blue-Collar
  • Cars More Important to Blue-Collar Segment
  • Table 8-17 Attitudes toward Cars of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • More Pickups Found in Garages of Blue-Collar Young Men
  • Table 8-18 Automotive Profile of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Computers Present in Most Blue-Collar Homes
  • Figure 8-2 Percentage of Households of 18- to 34-Year-Old Men with Computer, College-Educated vs. Blue-Collar
  • Both Segments Like New Gadgets
  • Table 8-19 Attitudes toward Consumer Electronics of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Multiple TV Sets More Common in Blue-Collar Households
  • Table 8-20 Ownership of Home Electronics by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Cellphones Bigger Part of Lifestyle of College-Educated
  • Table 8-21 Ownership of Cellphones by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • College-Educated Men Focus More on Personal Fitness and Healthy Eating
  • Table 8-22 Attitudes toward Exercise of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-23 Attitudes toward Healthy Eating of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Young Men with College Background Have Wider Tastes in Food
  • Table 8-24 Attitudes toward Food of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Domestic Travel Favored by Blue-Collar Young Men
  • Table 8-25 Attitudes toward Travel of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
• Attitudes toward the Media and Advertising
  • Internet Changes Media Habits of College-Educated Young Men
  • Table 8-26 Impact of the Internet on Media Usage by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • TV More Important to Young Blue-Collar Men
  • Table 8-27 Attitudes toward TV of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Most TV Choices Similar
  • Table 8-28 Cable TV Services Viewed in Last 7 Days by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Table 8-28 Cable TV Services Viewed in Last 7 Days by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar [Cont.]
  • Football and Baseball Top Sports TV Choices for Both Segments
  • Table 8-29 TV Sports Watched Frequently by 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Radio Equally Popular with Both Segments
  • Table 8-30 Attitudes toward Radio of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Car Magazines More Popular with Blue-Collar Readers
  • Table 8-31 Magazines Popular with 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar
  • Blue-Collar Male Consumers More Positive about Advertising
  • Table 8-32 Attitudes toward Advertising of 18- to 34-Year-Old Men, College-Educated vs. Blue-Collar

Chapter 9 Consumer Profile: Never-Married vs. Married Men

• Introduction and Overview
  • "Never-Marrieds" Fast-Growing Market Segment
  • Figure 9-1 Percentage of Men Who Have Never Married, 1950-2006
  • Number of Never-Married Men in 35+ Age Group Nears 9 Million
  • Table 9-1 Men' s Population 35 Years Old and Over by Marital Status, 2006
  • Never-Married Population Heavily Urban
  • Table 9-2 Demographic Profile of Men 35 Years Old and Over, Never-Married vs. Married
  • Most Never-Married Men Live with Others
  • Table 9-3 Household Profile of Men 35 Years Old and Over, Never-Married vs. Married
  • Married Men Have Higher Incomes
  • Table 9-4 Education, Employment and Income Profile of Men 35 Years Old and Over, Never-Married vs. Married
  • Married Men More Likely to Be Homeowners
  • Table 9-5 Homeownership Profile of Men 35 Years Old and Over, Never-Married vs. Married
• Core Values
  • Married Men More Content
  • Table 9-6 Attitudes toward Life of Men 35 Years Old and Over, Never-Married vs. Married
  • Never-married Men Have More Liberal Political Orientation
  • Table 9-7 Social Values of Men 35 Years Old and Over, Never-Married vs. Married
  • Table 9-8 Attitudes toward Environment of Men 35 Years Old and Over, Never-Married vs. Married
  • Never-Married Men Far More Concerned about Looking Good
  • Table 9-9 Self-Image of Men 35 Years Old and Over, Never-Married vs. Married
  • Table 9-10 Use of Personal-Care Products by Men Age 35 and Over, Never-Married vs. Married
  • Home Important to Never-Married Men
  • Table 9-11 Importance of Home to Men 35 Years Old and Over, Never-Married vs. Married
  • Cooking Provides Centerpiece of Home Life for Never-Married Men
  • Table 9-12 Attitudes toward Cooking at Home of Men 35 Years Old and Over, Never-Married vs. Married
• Use of Leisure Time
  • Many Similarities in Leisure Activities
  • Table 9-13 Participation in Leisure Activity/Hobby in Last 12 Months by Men Age 35 and Over, Never-Married vs. Married
  • Never-Married Men Work Out More
  • Table 9-14 Regular Participation in Physical Fitness Programs by Men Age 35 and Over, Never-Married vs. Married
  • Table 9-15 Participation in Sports Activity in Last 12 Months by Men Age 35 and Over, Never-Married vs. Married
  • Table 9-15 Participation in Sports Activity in Last 12 Months by Men Age 35 and Over, Never-Married vs. Married Cont.
  • Married Men Go Out Less
  • Table 9-16 Live Performances Attended in Last 12 Months by Men Age 35 and Over, Never-Married vs. Married
  • Table 9-17 Movie Attendance of Men Age 35 and Over, Never-Married vs. Married
  • Married Men Prefer Domestic Travel
  • Table 9-18 Attitudes toward Travel of Men 35 Years Old and Over, Never-Married vs. Married
• Highlights of Consumer Behavior
  • Never-Married Pay Cash
  • Table 9-19 Attitudes toward Personal Finance of Men 35 Years Old and Over, Never-Married vs. Married
  • Table 9-20 Financial Services Profile of Men Age 35 and Over, Never-Married vs. Married
  • Never-Married Men Like to Shop
  • Table 9-21 Attitudes toward Shopping of Men Age 35 and Over, Never-Married vs. Married
  • Attitudes toward Food Differ Significantly
  • Table 9-22 Attitudes toward Healthy Eating of Men 35 Years Old and Over, Never-Married vs. Married
  • Table 9-23 Attitudes toward Trying New Foods of Men 35 Years Old and Over, Never-Married vs. Married
  • Never-Married Men More Interested in Managing Health
  • Table 9-24 Attitudes toward Managing Personal Health of Men Age 35 and Over, Never-Married vs. Married
  • Married Men Less Interested in Consumer Electronics
  • Table 9-25 Attitudes toward Consumer Electronics of Men Age 35 and Over, Never-Married vs. Married
  • Never-Married Men More Attracted to Online Shopping
  • Table 9-26 Online Activities in Last 30 Days of Men Age 35 and Over, Never-Married vs. Married
• Media Usage
  • Never-Married Men More Tied to Traditional Media
  • Table 9-27 Media Usage of Men Age 35 and Over, Never-Married vs. Married
  • TV Choices Analyzed
  • Table 9-28 Cable TV Services Viewed in Last 7 Days by Men Age 35 and Over, Never-Married vs. Married
  • Table 9-29 TV Sports Watched Frequently by Men Age 35 and Over, Never-Married vs. Married
  • Magazine Preferences Differ
  • Table 9-30 Magazines Popular with Men Age 35 and Over, Never-Married vs. Married

Appendix: Addresses of Selected Men' s Market

• Resources
  • Advertising//Marketing/Promotion
  • Media
  • Publications