Man Power: A Guide to Men & Marketing

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They're often not multicultural or metrosexual, but they do collectively comprise an army of 102.2 million consumers.

They're men aged 18-plus, and if you strip away the enticing 18-to-34-year-olds, the over-34s still represent a potential market of 69.8 million, according to the U.S. Census Bureau. That's 68.3% of the 18-plus male population.

Youth isn't everything. When Harris Interactive asked a cross-section of adults what they considered the "ideal age"-the age at which they'd like to live forever-the mean age chosen by men was 39, vs. 43 for women.

Some additional nuggets of data about the top-of-mind male concerns of money, sex (or lack thereof), food and (at least for some guys) clothes:

* Men accounted for 53% of the labor force in 2002.1 Median weekly earnings in '02 for men 25 and older working full time totaled $732 vs. $568 for women.2

* About half of all men between ages 40 and 70 grapple with some form of erectile dysfunction.3

* For the period 1999-2000, 27.7% of men aged 20-74 were considered obese, vs. 34% of women.4 Among adults who diet at least four weeks a year, 37.4% were men in 2003, up from 34.8% in 1998.5

* And speaking of eating, it's no surprise that men consume more grilled food than women do-23.7 occasions per capita annually vs. 20.5 for women. Steak is men's favorite grilled food; for women, it's a tie between steak and chicken.6

* Men purchased their own clothes 70% of the time in 2003. Just five years earlier, in 1998, women were doing 52% of the buying of men's clothing vs. the 30% in 2003.7

Source: (1) U.S. Bureau of Labor Statistics; (2) U.S. Census Bureau; (3) Pfizer's; (4) Government data cited by American Heart Association; (5) The Media Audit; (6) NPD Group; (7) NPD Group

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