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New Delhi - December 19, 2011 - Microsoft Advertising and MEC today released a study
entitled "Pre-Family Man Study - What really drives Single Men Wild Online", designed
to better understand the online behavior of single men across Asia with a key focus
on India. The study reveals that Job and Family are the two key aspects that dominate
the lives of Single Men in India, with 36 percent prioritizing job or career ahead
of everything else on the list of priorities which includes family (14 percent),
money (13 percent), love (12 percent), and friends (6 percent). After marriage,
priorities for the Indian men remain more or less the same with work being a more
dominant force. Similarly, bachelors in Asia use an average of eleven email addresses,
three smartphones, and various social channels to stay connected to their first
loves: their jobs.
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Spanning six markets in Asia - China, Taiwan, Singapore, India, Indonesia and Australia
- the Pre-Family Man study interviewed 4,200 young male bachelors where more than
1,000 of them were from India between the ages of 21 to 39 to better understand
their online behavior. The results show how men in Asia use many different devices
daily to engage and support their digital activities online for work, socializing
and entertainment. The study also reveals how pre-family men plan their time online
and use digital content and technology to help them achieve their goals.
In addition to a strong purchasing power, the study proves that single men in Asia
including India are digitally savvy with almost one out of five labeled as an innovator
or early adopter of technology. Importantly for marketers, this segment is also
becoming increasingly larger as the marital age of men in Asia continues to get
delayed. The median age for first marriages of men in Asia rose to 32 in 2011.
"India has become a high potential market for advertisers especially with the rapidly
changing dynamics of internet usage in the country. The pre-family man study provides
marketers in India with tremendous insights into the online behavior of single Indian
men which includes understanding pre-family men in India who access vast amounts
of information online, which helps them make important decisions", said Neville
Taraporewalla, Country Director, Advertising and Online, Microsoft India Pvt. Ltd.
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Online Habits and Access Device
When it comes to online information,
80 percent of Indian bachelors felt that the information helps them make better
decisions. Bachelors in India go online at least once a week for everything from
news (95 percent), sports (87 percent) and gossip or entertainment news (67 percent).
The need for the pre-family man to be 'in the know' is driven by his fear of being
less respected and lacking a cutting edge. Given this, pre-family men tend to browse
quickly through information potentially limiting their decisiveness, activity and
creativity.
An interesting finding in the study shows that without technology, Pre-Family men
anywhere in Asia feel naked as they use it to manage their daily lives. This is
indicative of how planned their online behavior is, even down to what they use the
Internet for, at different times of the day. The research also highlights that for
social networking, Indian men love their big screens with 65 percent using laptops
on the way to work as compared to 30 percent using smartphones, and 56 percent on
the way back from work compared to 35 percent using smartphones. The top three motivations
for social networking for pre-family men in India include staying connected (49
percent), to be entertained (21 percent) and as a habit (18 percent). Email is the
leading online communications tool for men in India, as they use it to stay connected
(28 percent), get things done (28 percent), and as a habit (24 percent).
Further, like their peers in rest of Asia, Pre-family men in India get competitive
when it comes to games. Social networking or social connectivity provides them with
the platform to not only play games but communicate their competitiveness among
peers. They play free social or app games (40 percent) more frequently than games
on portable (20 percent) or home (20 percent) console devices.
"Through the pre-family man study, we hope to help marketers' breakthrough the barriers
and engage with Pre-Family men in India on platforms that really matters to them.
From providing assistance needed to make tough media choices to adding only relevant
information pertaining to a specific need, the pre-family man study will provide
brands and marketers, insightful and intelligent information to better understand
their target audience, and how best to engage with them", said Shubha George, Chief
Operating Officer, MEC South Asia.
For more information on the Microsoft Advertising and MEC Study "Pre-Family Man
Study - What really drives Single Men Wild Online", please visit
http://advertising.microsoft.com/asia
-End-
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About Microsoft India
Founded in 1975, Microsoft (NASDAQ "MSFT") is the worldwide
leader in software for personal and business computing. The company offers a wide
range of products and services designed to empower people through great software
- any time, any place and on any device. Microsoft Corporation (India) Private Ltd
is a subsidiary of Microsoft Corporation, USA. It has had a presence in India since
1990 and currently has offices in 10 cities - Ahmedabad, Bangalore, Chandigarh,
Chennai, Hyderabad, Kochi, Kolkata, Mumbai, New Delhi and Pune.
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 MSN®, Windows Live®, BingTM. Visit
http://advertising.microsoft.com/asia 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:
Dipti Mehra, Microsoft India Pvt. Limited
diptim@microsoft.com / 981 182 0160
Priya Balachandran, IPAN Hill & Knowlton,
pbalachandran@ipanhillandknowlton.com
/987 3324914
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