AdAge Insights has just published a new report called “Dudes to Dads: U.S. Men’s Attitudes Toward Life, Family, Work.”
A portion of the report looks at how men of different ages view all types of advertising and the results were mostly predictable except for this:
Millennials report they pay considerable interest in the ads they see most often in shopping malls, followed closely by medical offices and bars or pubs. Gen Xers and boomers also notice ads in malls and medical offices, but to a lesser degree.
Medical offices? Are there a lot of ads in the doctor’s office? I guess I’ve seen charts with ads for pharmaceuticals at the bottom but it’s not like the exam room is plastered with Got Milk ads. Strange.
As for bars and pubs, I’m thinking of the beer sign, neon or otherwise. Those have been convincing folks to accept a certain brand for ages.
When you move closer to home, millennials said they love video clips on their phones but they don’t want to see ads. 65% of men said phone ads were “annoying.” Imagine that.
Around 50% of the men surveyed said TV ads were inconvenient and 46% disliked internet ads for the same reason. Even worse, a third of the men said ads online and on TV had “no credibility.”
But since men apparently don’t know their own minds more than women do, 54% of men said TV ads were useful and 47% said TV ads were funny. So, I guess TV ads aren’t all bad.
What men didn’t like at all was the image of men as bumbling dads or poor housekeepers. 25% of men lied on the survey and said they spend four to eight hours a week doing housework. And 13% of brave souls said they bake. Which makes me think there’s a place on Pinterest for men, after all.
The men in this survey said they wanted to save money but don’t even think about offering them a coupon. Half of the men saw coupons as a sign that the item was overpriced to start with. They also said coupons were too much trouble.
A third of the men surveyed said they enjoyed shopping and found it to be relaxing. And here’s the kicker, 71% of said “the service from salespeople is a significant influence on where they shop.” Read that again. They decide where to shop based on their prior experience with salespeople. Now let’s extend that to an online store. Good customer service makes all the difference, especially if I have a problem with my order and need to contact a human. Make sure everyone on your team is going that extra mile every time they talk to a customer be it in chat, by email, even through social media. Don’t give your customers a reason to go somewhere else.
What say you men of MarketingPilgrim, how many of you are honestly spending four to eight hours a week housekeeping? I’d really like to know.