The Today’s Man - Recession Session research, unveiled today, highlights that 18 to 34 year old UK men are increasingly prioritising in-home entertainment like DVDs and computer games in their discretionary spending.
Entertainment
* 43% are now spending more time drinking round mates’ houses than going to the pub
* 46% have been staying in playing computer games more than they used to
* 69% have been watching more DVD's at home rather than going to the cinema
Brands and purchase decisions
* 48% are less likely to be loyal to brands since the credit crunch
* 79% agree they are now more likely to buy a brand if it's on offer
IPC Ignite group advertising director Sam Finlay says: “The Recession Session shows that young men in UK are fed up of hearing about the Credit Crunch and are working incredibly hard. Consequently entertainment is becoming incredibly important to them as a reward for their hard work and to keep them sane. They desperately need entertaining and are turning more to in-home entertainment as a value-for-money escape from the depressing news.”
The Recession Session research – undertaken by a research specialists Lightspeed and RDSI and encompassing a nationally representative sample of UK men – also showed that young men are surprisingly astute with their money in the Credit Crunch.
* 8 out of 10 have a good grasp of economic issues – and 65% have concerns over the current state of the economy
* That said, 8 out of 10 young men haven’t yet been significantly affected by the credit crunch, with only 1 in 10 greatly concerned about the possibility of redundancy
* Perhaps surprisingly young men are financially astute and generally prefer to only spend the money they earn.
* 65% still enjoy spending their money but increasingly like to save where they can, while 24% continue to be carefree with money and live for today
Sam adds: “For young men under 25, brands continue to be very much a part of their identity, but value for money is becoming significantly more important. Meanwhile, men over 25 – with more responsibilities – are now more focused buying tried and trusted brands.”
About IPC Ignite
IPC says: “IPC Ignite is the men's lifestyle and music division of IPC Media. Its award-winning, market-leading brands enjoy international recognition. They include Nuts, Loaded, Uncut, NME, Nuts.co.uk and nme.com.”
