More than two-thirds of men age 18-34 say they cannot live without the internet vs. television, but 74% would rather have sex than surf the web, according to (pdf) a study from Break Media, conducted by Hall and Partners.
The study, which was designed to determine what men (age 18-34) are doing online and how they respond to internet advertising, found that this demographic – which views itself as responsible and conformist overall – spends close to 22 hours on the internet per week, goes online for entertainment, and prefers to spend time on the internet rather than TV.
Findings about men’s online behavior:
As important as the internet is, the survey found that making time for real-life relationships still trumps surfing online. Nearly two-thirds (65%) of young men are in a relationship, 79% would rather meet a woman out on the town than online, 71% prefer “a date with a hot girl to a poker game with the boys” and 74% would rather have sex than surf the web.
The survey also looked at top activities online, which include visiting social networking sites (63%), playing video games (60%), playing computer games (51%), forwarding links to online video (31%), reading blogs (31%), shopping (30%), commenting on online content (28%), and uploading photos to the web (23%).
Men and Online Advertising
The majority of men surveyed say that they often recall online advertising after they go offline, and nearly half of respondents have purchased a product or service as a result of an online advertisement.
This demographic proves to be very receptive to certain types of online advertising, Break Media said. According to the research, men aged 18-34 not only tolerate ads with a game or contest, but more than one-third actually like the experience.
In terms of personality attributes, men 18-34 see themselves as:
About the survey: The study was undertaken by Break Media to provide a guide for advertisers looking to validate online ad spend and determine the best creative ad formats to help drive engagement and build brands. Hall and Partners polled a nationally representative sample of more than 500 males age 18-34 who access the internet at least once per month.
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