EXCLUSIVE: A multi-device online strategy is key to marketing to pre-family men under 40, with the average young bachelor owning five internet-connected devices, according to Ninemsn.
With the segment accessing online content across a wide range of devices, advertisers should ensure campaigns and digital marketing activities are suitable across different digital platforms.
A study conducted by Ninemsn aimed to reveal the digital habits of unmarried men aged between 21 and 39 and found they connected to the internet across several devices such as smartphones, tablets, laptops, game consoles, televisions and desktops.
Findings showed that when commuting to and from work, respondents significantly prefer smartphones (53-57%) compared to laptops (33%) to access social networking activities. When watching short online videos in the mornings or at lunchtime, 55% will access it on a desktop but in the evening, 39% access videos on a laptop.
“Our research demonstrates that whilst almost all bachelors use digital devices for a variety of reasons as they go about their day, the device they use, and the reason they use it, varies wildly depending on the time of day. Based on these learnings, we recommend advertisers use a multi-device strategy to effectively reach this segment,” said Alex Parsons, Ninemsn managing director of Audience.
“This is the first we’ve obtained in-depth insights to when these guys are likely to use a particular digital device, and for what purpose - which puts enormous power in the hands of those creating and placing digital content for this segment.”
The study also revealed 95% of the segment are online while 77% of them are online every day. One in four spend more than 30 hours online every week, while retailing features heavily with one in three having shopped online in the previous 24 hours.
87% of the group go online at least once a week to access news while 79% log on for sports information. Eight out of 10 nominated online as the most importance source of information about cars, finance, electronics and travel.
This article first appeared in the January 27 edition of AdNews. Click here to subscribe for more news, features and opinion.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at wenleima@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.