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It’s all about the internet for young men – they can’t live without it!

things to know. YOUNG. MEN. 1. 6. It’s all about the internet for young men – they can’t live without it!. Smartphones are a vital tool for ‘real time’ living. Young men are more likely than average own a Smartphone (Index 209) or be interested in buying one (Index 181).

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It’s all about the internet for young men – they can’t live without it!

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  1. things to know YOUNG MEN 1 6 It’s all about the internet for young men – they can’t live without it! Smartphones are a vital tool for ‘real time’ living • Young men are more likely than average own a Smartphone (Index 209) or be interested in buying one (Index 181) • 92% are online (up from 82% in 2005), and they are spending 22 hours a month surfing the web Watching content online is a real growth area – they can watch what they want when they want to Young men are app addicts - regularly downloading them, especially music, games and sport apps 2 7 • Their online TV viewing has doubled over the past 2 years and video watching is up 14% • 48% of those owning Smartphones download apps at least once a week Entertainment has become increasingly important to this audience 3 8 Technology has changed the way young men play games • Participating in a range of activities from looking up cinema/concert listings to playing music and games – all these are growing over time • In addition to console gaming (83%), 57% have played games online in the last 6 months Young men are enthusiastic about new technologies like the iPad, but price is a barrier to acquisition 4 9 Branding has a huge influence on what they download and interact with • Preferring to download apps and watch video content from brands/sites they know and trust • Despite this, there is a growing future market - over 1 in 4 plan to buy an iPad in the future, for example 5 They are truly living their lives ‘in the now’ and mobile internet facilitates this 10 They expect online content for free! • Young men are more likely to download free apps and games before deciding to buy. They are not averse to watching ads to access free content • Young men access the internet on their mobiles twice as much than the average adult and 77% of all sessions are over 5 minutes long Sources: Touchpoints 2008/2010, TGI July09-June10, Inspire Men & Music Tech Research Jul2010, Mintel, Base: Men aged 16-64

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