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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, MarketingCharts reports.
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. (View chart.)
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.
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 addition:
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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