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- Introduction
Nike Grid by AKQA, W+K London and Mindshare
Nike turned London streets into a running game. Participants had 24 hours to run between phone boxes positioned in 40 postcodes across London. More on the award winning Nike Grid campaign.Introduction to men online
Download the handbook in its entirety for more research, insights and case studies into men's behaviour online.
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Advertisers can gain an advantage by understanding the different online behaviours of men and women. Men’s online habits are evolving and as a result these changes are presenting new and compelling opportunities for advertisers.
Men go online more often. They are more active and spend more time doing the things they enjoy. They are driving the consumption of emerging technologies and we are seeing more men consume multimedia, podcasts and RSS. They are also more likely than women to listen to online radio, watch TV online or download video.
A key insight for advertisers is to consider when they are consuming this content. For example, men are more than twice as likely to watch online TV or video ‘at work’. This could mean that men view online video as a bite sized break in the working day or perhaps they are just less concerned with being seen watching video at work!
So where are they doing this? It’s no surprise that an overwhelming male bias is delivered by sports, news and financial sites. For example in January 2009, cricket content had the highest percentage of male visitors and ranked number 2 in the top ten categories. The stickiness of these male bias sites is also very signiicant with users of such sites as ESPNcricinfo.com spending over an hour on average every month indulging their passion.
But it’s men’s continued desire and search for the latest technology that is creating one of the most striking trends. The “gadget factor” is responsible for the growth of mobile internet with men more than twice as likely to have a smart phone and more than three times as likely to have an i-Phone. Therefore, it’s currently men who dominate mobile internet usage and notably for advertisers seem more comfortable to buy goods and services via their handset.
The internet is broadening its audience with use amongst males expanding at both ends of the age spectrum. This alongside men’s versatile and adventurous online habits makes the internet the most effective platform for brands to target men.
The aim of this booklet is to evaluate men’s online behaviour and provide advertisers with beneicial insight. This guide will show you just how important the male audience is, men’s behavioural and usage patterns, and exactly how they can be reached through both innovative advertising and targeted campaigns.
Men go online more often. They are more active and spend more time doing the things they enjoy. They are driving the consumption of emerging technologies and we are seeing more men consume multimedia, podcasts and RSS. They are also more likely than women to listen to online radio, watch TV online or download video.
A key insight for advertisers is to consider when they are consuming this content. For example, men are more than twice as likely to watch online TV or video ‘at work’. This could mean that men view online video as a bite sized break in the working day or perhaps they are just less concerned with being seen watching video at work!
So where are they doing this? It’s no surprise that an overwhelming male bias is delivered by sports, news and financial sites. For example in January 2009, cricket content had the highest percentage of male visitors and ranked number 2 in the top ten categories. The stickiness of these male bias sites is also very signiicant with users of such sites as ESPNcricinfo.com spending over an hour on average every month indulging their passion.
But it’s men’s continued desire and search for the latest technology that is creating one of the most striking trends. The “gadget factor” is responsible for the growth of mobile internet with men more than twice as likely to have a smart phone and more than three times as likely to have an i-Phone. Therefore, it’s currently men who dominate mobile internet usage and notably for advertisers seem more comfortable to buy goods and services via their handset.
The internet is broadening its audience with use amongst males expanding at both ends of the age spectrum. This alongside men’s versatile and adventurous online habits makes the internet the most effective platform for brands to target men.
The aim of this booklet is to evaluate men’s online behaviour and provide advertisers with beneicial insight. This guide will show you just how important the male audience is, men’s behavioural and usage patterns, and exactly how they can be reached through both innovative advertising and targeted campaigns.
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