Women today have an increasing amount of spending power; global incomes of women are predicted to reach a staggering $18 trillion by 2018. While women traditionally hold the purse strings in our society, male consumers (aka Mansumers), actually have very similar shopping behaviors as their female counterparts, according to a recent study by Inmar.
The path to purchase and how we are influenced when making purchasing decisions, however, still differs among genders. For example, a Social Shopper Marketing study by Collective Bias that surveyed over 14,000 U.S. consumers, found that 17.9 percent of male consumers have used blogs for research first when considering buying a product in store, compared to only 11.6 percent of females. As marketers we must understand these differences and target appropriately. Here are a few trends to keep in mind when marketing to men.
Target men on social media, but focus on quality content and conversation.
Males are now using social media just as much as females. Back in 2010, 15 percentage points separated the two, and now it’s only seven, according to Pew Research Center. The narrowing gap is important to take note of and to act upon. But one size doesn’t fit all here. Men prefer social channels that encourage discussions like Reddit and Digg. Blog reviews are more likely to influence men’s in-store purchases than they do women’s at a rate of 2 to 1, according to the Collective Bias Social Shopper Marketing study. This can be broken up by category too - 34 percent of male consumers purchase consumer electronics in-store as a result of a blog or social media post compared to only 15 percent of women. The point is social content and online discussion matter to men. How do you plan to reach them through these channels?
Prove you understand the millennial dad in your next “dadvertising” campaign.
Today, millennial dads are an increasingly important target for marketers with 4.5 percent of the U.S. adult population being dads between the ages of 18-34. This group has tremendous spending power and are redefining fatherhood. Millennial dads are more involved with their children than any other generation. According to Mintel, 80 percent of millennial dads claim primary or shared grocery shopping responsibility, and they use technology to help them along the way. But more than half (58%) say there is not enough or barely enough dad-focused content online, according to a BabyCenter study. Marketers have a real opportunity here, and we’ve been seeing more and more target this group through “dadvertising” campaigns like Unilever’s Dove Men + Care campaign celebrating dads on “Real Strength.” Consider this unique shopper and create relevant online content to help millennial dads navigate through the store or find answers to those parenting questions he’s asking.
Make it easy for the male shopper on a mission.
Unlike women, men don’t like to browse and buy, they like to “search and retrieve,” according to a Hartman Group study. Men are shoppers on a mission - they like to get in and out of the store and need their experience to be as convenient as possible. Though they are all about convenience, mansumers still care about quality and are less price sensitive than women. They, however, are much more likely to try a new product influenced by a coupon than female consumers (31% vs 16%, respectively), according to the Inmar study.
More men are now the primary cook in the household and are interested in “quality food, artisanal products, ethnic flavors and restaurant-inspired cooking.” Pay attention to the channels they flock to in order to help them make these decisions in store, too. One in five U.S. male consumers are influenced most by YouTube (when compared to other online channels) to complete an in-store purchase, according to the Collective Bias study. To cater to this cohort, consider product innovation, merchandising and marketing that help these male shoppers find what they need easier and faster.
The male shopper is one not to ignore and possibly one of our biggest opportunities as marketers. Leverage influencers to reach this group with quality content that resonates with this demographic on their active channels. Get to know the millennial dads and feed them valuable content that they are looking for but not finding. Convenience is key with the male shopper, so how do you plan to make it easier to capture their dollars?