Like many young schoolgirls,
I grew up thinking boys were icky. Many
of us grew up chanting the 19th century nursery rhyme, “What Are
Little Boys Made Of”. Variations of the
poem included combinations of, “slugs and snails and puppy-dogs’ tails,” but
whatever the concoction, the point was clear – boys were gross.
Contrary to my childhood
beliefs, I’ve found that many men are not the boy-monsters I once imagined them
to be. An informal poll of my guy friends showed that all of them used some
sort of personal care product (e.g. toothbrush or deodorant) and that many of
them had entire grooming regimens. Just when did my mud-covered friends mature
into groomed gentleman? More importantly, how are men, in general, making their
grooming product purchase decisions?
InMobi partnered with Decision Fuel
to answer the latter question. This particular vertical insights study, How Chief Household Officers Use Mobile,
examines how consumers who purchase personal care and grooming products in the
US are using mobile media and how advertisers can best communicate with them. As it turns out, 86% of men on our network
are shopping for personal care and grooming products within the next 90 days,
and more than 90% of men use mobile to help them shop.
Other key takeaways from the
· Men are
highly receptive to mobile ads. 81% of male personal care shoppers expect
mobile ads to introduce them to new products and 72% believe mobile ads
influence their in-store purchases.
Mobile advertisements also convince more than half of men to make a
purchase via mobile.
personal care shoppers believe that mobile ads are better than TV and online
77% believe that mobile is better than TV and online at finding products
that match their interest and 75% at suggesting the best prices and deals for
personal care consumers are more influenced by mobile ads than female shoppers
– males are 26% more likely to switch
brands because of a mobile advertisement and 20% more likely to trust mobile
ads to provide them with better options than female shoppers.
If only mobile could help these newly minted men plan dates. Oh wait, it does! [see: From the Bedroom to the Box Office]
To discover more of our Vertical Insights series,
visit: our Global Insights Portal
To learn more about our research, contact: email@example.com
US Personal Care Infographic
US Personal Care (Female) Infographic
US Personal Care (Male) Infographic