Microsoft Advertising and MEC are set to launch the results of the ‘Pre-family man’ study -  a study in Asia designed to gain insights to men’s online behaviour prior to marriage, as well as how they react to the multiple screens in the digital world. 

A press release has just been issued to announce top-line results. More to come shortly.

 

Heidi Lau, Head of Research, Asia

clip_image002clip_image004clip_image005

Getting into the minds of pre-family men

Microsoft Advertising and MEC launch the results of a global study to understand the online behaviour of young men prior to marriage

Singapore, 20 September 2011 – Ever wondered what single men think about? Microsoft Advertising and MEC today announced top-line findings of a commissioned study in Asia designed to gain insights to men’s online behaviour prior to marriage, as well as how they would react to the multiple screens in the digital world. 

The Microsoft and MEC research, entitled the Pre-Family Man study, was conducted by Synovate, and gathered data from over 4,200 pre-family men in six different countries across Asia Pacific – Australia, China, India, Indonesia, Singapore and Taiwan.

The target group, which has never been studied in such detail, has been identified as an extremely valuable demographic segment, given their strong purchasing power, influence and digital savviness.  This segment has been growing rapidly over the past few years as the average marriage age in Asia continues to increase.

“The pre-family men market has undeniable influence with 20 per cent of pre-family men being classified as innovators and early adopters.  With the immense growth seen amongst this group, brands and marketers need to understand their value, and how they think at the different stages of their lives or their career.   These insights will enhance marketers’ communication strategies, allowing for better engagement with this highly valuable segment,” said Kenneth Andrew, Marketing Director, Microsoft Advertising.

“With the never ending development of digital devices and liquid content, we constructed the survey in a way that helps us to understand how these pre-family men interact with the world – the devices they use, the content they access, when, where, why and how,” said Jon Wright, Regional Director Analytics and Insight, MEC.

The results of the study provide interesting findings into the behaviour of pre-family men, and also provide marketers with valuable insights into pre-family men, including how best to engage with them.

 

Traditional devices like laptops and desktops play an immense role in their lives

As the digital world is in a constant state of evolution, understanding the type of devices that these pre-family men use and when they use it can help marketers develop suitable content for each device to enhance browser experience.  The study revealed that for social networking, laptops (40 per cent) and PCs (35 per cent) are the main devices used, as compared to smartphones (20 per cent).  Also, pre-family men tend to use laptops and PCs for important emails and for business transactions.

Social connectivity: A ‘must-have’ in games

A clear contrast was seen in the type of device that pre-family men use when they play games.  App games on smartphones and browsers had twice the penetration of more traditional console games.  56 per cent of pre-family man played on smartphone or social media app games, compared to 35 per cent on home consoles and 33 per cent on portable game consoles.  The primary reason for the switch was the immediate social element driving further connectivity amongst their social community.

Grazing of up-to-date information to stay connected

Given that pre-family men has the incessant need to stay connected with up-to-date information, they tend to browse through information, be it news, entertainment or people, potentially limiting their decisiveness, activity and creativity.

The study is the latest research piece in Microsoft Advertising’s quest to provide brands and marketers with the information needed to better understand their target audience.

- end -

 

About Microsoft Advertising

Microsoft Advertising is where creativity meets technology to deliver innovative storytelling opportunities—at a global scale, across screens and along the consumer purchase journey.   Our combination of premium content, quality audiences, connected experiences and flexible, pioneering technologies enables our clients to deliver engaging experiences and drive results.  This includes a global media network of Microsoft properties such as BingTM, MSN®, Windows Live®, Xbox LIVE®, and partner properties such as WSJ.com, FoxSports, Ciao!  and Verizon. Visit http://advertising.microsoft.com for more information.

About MEC

We deliver value by creating, implementing and measuring communication solutions that actively engage people with brands.  Media planning and buying ~ Digital media ~ Search ~ Mobile ~ Performance marketing ~ Social media ~ Analytics and Insight ~ Sport, Entertainment & Cause ~ Multi-cultural ~ Content ~ Retail ~ Integrated planning. Our 4,000 highly talented and motivated people work with domestic and international clients in 84 countries. We are a founding partner of GroupM. To find out more, visit us at www.mecglobal.com

 

For more information, press only:

Nathalie Haxby

nathalie.haxby@mecglobal.com

Ph: +44 20 7803 2319

 

For more information, press only:

Khushil Vaswani for Microsoft Advertising

kvaswani@webershandwick.com

Ph: +65 6825 8023