Interep: Men Are Primary Shoppers For Their Household.

Interep released its latest report on marketing to men, entitled “About Men/ Demographic, Spending and Media Profiles.” The report points out that while the majority of “primary shoppers” for households are women, current data shows that more men are now assuming the responsibility of homemaker and primary shopper. According to the most recent Mediamark Research:

· Of all respondents who identified themselves as the homemaker /primary shopper, 28% were men.
· These male homemakers span all age ranges – 33% are 18-34, 40% are 35-54 and 27% are 55-years and older.
· The majority (65%) are never married, divorced or widowed, however, 35% are married.

For the wide range of advertisers who may be interested in tapping into the male marketplace, radio remains a primary media option. The report revealed that male consumers in key ad demos (18-34, 18-49 and 25-54) tend to be heavier users of radio than any other medium. (Incidentally, they are also slightly heavier radio users than women in these same demos.) Men 18+ listen to 21 hours 45 seconds of radio each week, compared to 20 hours 30 seconds for women.
Addition Highlights:

· 79% of Men 18+ listen to radio each day.*

· Men 18-34 are 25% more likely to be heavy radio users than the average adult; they are 22% more likely to be heavy magazine readers and 12% more likely to be heavy Internet users.**

· Men 18-34 consume 157 minutes of radio each day, compared to 126 minutes of television. Men 35-44 consume 166 minutes of radio each day,
compared to 112 minutes of television.***

· 56% of men regularly use the Internet. Favorite on-line activities include email, gathering financial information, stock trading and listening to radio.**

To view charts CLICK above on ‘More Images’.

Sources: * RAB, ** Mediamark Research, ***Fairfield Research.

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