Desperately Seeking Men Aged 18-34?

comScore Media Metrix released an analysis of Internet usage by males aged 18-34. This study is particularly relevant because in recent weeks the media and advertising world has actively debated the explanation for, and validity of, a reported double-digit decline in television viewing by males age 18-34.

The comScore analysis found that the nearly 27 million 18-34 year-old males who used the Internet in September spent an average of 32 hours per person online, fully 17 percent more than the 27 hours the average Internet user spent online during the month. Males aged 18-34 are also more engaged Internet users, voraciously consuming 3,370 pages in September – in excess of 700 more pages than were visited by the average Internet user.

comScore Media Metrix also confirmed that using the Internet is slightly more popular among males aged 18-34 than females of the same age. Specifically, males account for 53 percent of Internet users aged 18-34, compared to an equal split of males and females in the total U.S. population. Moreover, males aged 18-34 consume nearly 20 percent more pages than their female counterparts.

“The fact that more than 75 percent of 18-34 year-old men in the U.S. are using the Internet seems to take at least some of the mystery out of the decline in TV viewing among this prized demographic,” said Peter Daboll, president of comScore Media Metrix. “Given the heavy Web usage patterns we see in this segment, marketers clearly can reach this prized demographic – quickly and efficiently – through interactive marketing.”

An analysis of the content preferences of males and females aged 18-34 quantifies the degree to which these consumers can be found engaging with certain expected topics of interest. Further confirming a widely held belief that video games are highly attractive to men aged 18-34, the analysis found that Gaming Information is the number one category based on the share of category visitors who are males aged 18-34. The Adult content category has the second highest percentage of 18-34 year old males, with 25 percent of its audience – more than 19 million visitors – in this segment.

Interestingly, seven out of the ten categories with the highest proportion of females age 18-34 are Retail sub-categories. This highlights a significant opportunity for manufacturers and retailers to reach an audience that is clearly primed for both online and offline buying – and to reach shoppers that can also influence additional purchases by friends and family.

An analysis of visitation to the six major television network sites found that with the exception of TheWB.com and UPN.com, every major broadcast network site was visited by more females aged 18-34 than males of the same age, even though the online population of males aged 18-34 is 14 percent larger than that of females aged 18-34. Fully 46 and 51 percent more females than males in this age group visited CBS.com and ABC.com, respectively.

“Since 18-34 year-old men aren’t engaging with TV broadcast networks to same degree as females, it’s not unexpected that this trend would hold true online,” continued Mr. Daboll. “Advertisers and networks alike would be well-advised to reconnect with these consumers through the many online brands to which they are still attracted.”

For more information at http://www.comscore.com