Research from US-based Break Media shows that 18-34 year-old males are more engaged than ever on the web, and points to the strong brand-building effect online advertising has on this key demographic.
Young men now find the web more essential than even television. Of those surveyed,
Brand building online
- Sixty-nine per cent said they could not live without the internet
- Compared with 31 per cent for TV.
- An impressive 40 per cent of men surveyed spend 22 or more hours per week online ("the equivalent of a part-time job".)
- The most appealing online ads are either “total or tight”, with site takeovers and 5 second video pre-rolls their preferred formats.
Key findings include:
- 47% say online ads have led them to make an offline purchase.
- Nearly 40% of men pay more attention to online ads than those in other media.
- 40% of men pay more attention to ads with video components.
- 39% had made an online purchase after viewing an online ad.
The report concludes: "brands that create campaigns specific to the digital space will grow their male 18-34 market share" saying that anyone trying to reach this demographic "must make online advertising part of their marketing mix."
The Research was carried out for Break Media by Hall & Partners in the US, surveying a nationally representative sample of more than 500 aged 18-34 who access the web at least once per month.Full report