The MAGs – Mates & Girlfriends – initiative is designed to provide real insight into this often clichéd but hard to reach demographic; to challenge perception and overturn stereotypes. Combining detailed qualitative analysis with a major new quantitative study of over 1,000 young men, MAGs reveals what the UK’s young men are really thinking.
• Family and friends are unanimously viewed as the most important thing to young men today
• Passions and interests play a key role in young men’s lives, with 69% saying they define who they are. Meanwhile 70% say they would rather spend their money on their passions than on alcohol, with 66% describing themselves as ‘sporty’, 74% defining themselves as ‘doers’ and only 34% claiming to be ‘couch potatoes’ and a meagre 26% naming themselves as ‘slackers’.
• The internet proves itself to be the most indispensable thing in the lives of young men, even harder to do without for a week than sex, alcohol or watching sport. And online doesn’t just mean the PC – with six out of ten young men owning a smartphone or iphone with internet access.
• Sex, of course, continues to play a major role in the lives of young men: but today’s young men have very clear attitudes to sex and relationships, with only 13% defining themselves as playing the field. Meanwhile 87% view themselves as gentlemen, and seven out of ten are happier to be in relationships.
• Attitudes to alcohol also challenge perceptions, with only 24% of young men choosing to describe themselves as party animals; while 60% say that they are drinking less than they used to, with the same amount stating that they don’t like to drink too much in the week as it could affect their work.
• Young men are also more sensible with money than many would imagine – when asked what they would do with a £10,000 windfall, the most popular answer was ‘save it’ (45%), followed by ‘pay off debts’ (39%)
• The UK’s young men also aspire to be family men, with 74% of them stating that they are looking forward to being a dad – when the time is right!
IPC Inspire Men & Music group advertising director Andrew Goldsmith (pictured) says: “Today’s young men are positive, driven, aspirational about relationships and family life, and sensible about money. Although their media choices have expanded, magazines do still play an important role in their lives, providing much needed fun and escapism, and additionally tapping into their passions. With the MAGs project we have created a real and powerful dialogue with young men.”
When it comes to celebrity favourites we can also see that positive role models far outweigh the negative.
• Sportsmen are seen as positive role models. David Beckham was most likely to be viewed as a ‘good guy’ (43%), as well as being ‘most respected’ (46%) and ‘most inspirational’ (28%).
• Lewis Hamilton was named as ‘most talented’ (59%)
• But it’s clear that reputation off the field is a crucial factor in perception, with Wayne Rooney being named ‘biggest waste of space’ (32%)
IPC Inspire Men & Music insight manager Verity Amos-Piggott says: “The MAGs project is about achieving two very clear things. Firstly, to truly get under the skin of the UK’s young men and genuinely understand what enthuses, motivates and drives them today. Secondly, to challenge the tired and lazy clichés that attach themselves to this age group and prompt a more constructive conversation about young men, their life style choices and their aspirations.”
About the MAGs Survey
IPC says: “For the qualitative study IPC commissioned specialist agency CrowdDNA to interview eight men aged 19-29 in London, Manchester and Birmingham.
For the quantitative study IPC commissioned specialist agency Toluna to conduct a nationally representative survey among more than 1,000 men aged 19-29.
IPC Inspire Men & Music has commissioned MAGs – Mates & Girlfriends – as a significant new research study exploring the behaviours, attitudes and aspirations of pre-responsibility young men (aged 19-29 and without children.”
