Singapore (April 16, 2014) –( ASIA TODAY )– Following the success of the HISTORY study, A+E Networks® recently conducted a comprehensive and insightful research on Asian men. Aptly called Dude-ology, the study explored current male trends including men’s purchasing behavior, adoption of technology and social networking usage. Commissioned by A+E Networks, the research was completed by Ipsos MediaCT.
Using extensive questionnaires on career, family life, social activities, fitness, technology, entertainment and more, Dude-ology examined the lifestyle, behaviors and interests of men in Asia. The men interviewed were aged 18-49 and within the Pay TV subscriber universe.
“At HISTORY, we know men and the findings of our Dude-ology study further inform our focus on providing our advertising partners with a deeper understanding of their target and an audience we know the channel delivers.” said Charles Less, Head of Advertising Sales, A+E Networks Asia.
76% of men in Asia place a greater importance on family than their career. Career is only a mean to their lifestyle they want for themselves and their families. Their role within the household has also expanded; they are now more involved with their children, actively participating in household matters such as groceries shopping. 3 in 4 men in this region are grocery buyers and they also have a bigger say in large household purchases.
According to Virginia Lennon, Senior Vice President, Ipsos MediaCT,“We found that today men feel they’re expected ‘to do it all’ — including shopping for household items. We’re seeing a shift that should not be ignored: the top two purchase categories for men across the globe are groceries and clothing/apparel.”
The study also revealed that because of their expanded role and the challenges that came with it, men need their 'man cave'. This could take the form of a boys' night out or a night in playing PS4 at home. Asian men are also more inclusionary of their family in their time-out.
A+E Networks plans to share their findings with key Asian partners, using Dude-ology insights to help them create more effective media buying plans and integrated marketing solutions that better reach their target audiences. For more information, please contact Charles Less at charles.less@aenetworks.com
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About A+E Networks®
A+E Networks is an award-winning, global media content company offering consumers a diverse communications environment ranging from television networks to websites, from home videos/DVDs to gaming and educational software. A+E Networks is comprised of the following networks and divisions: A&E®, Lifetime®, HISTORY®, LMN™ (formerly Lifetime Movie Network®), bio.®, H2™, HISTORY en Español™, Crime & Investigation Network®, Military HISTORY®, LRW™ (formerly Lifetime Real Women®), A&E IndieFilms®, A+E Networks International™, A+E Networks Digital™ and A+E Networks Consumer Products™. A+E Networks’ channels and branded programming reach more than 300 million households in over 150 countries. A+E Networks is a joint venture of Disney-ABC Television Group and Hearst Corporation.
About the Dude-ology Study
The A+E Networks and Ipsos MediaCT study was conducted among a sample of 7,723 men, aged18 to 49, across four global regions: Asia, Europe, North America and South America. 400 males per country were surveyed during April/May 2013 (India, Indonesia, Malaysia, Philippines, Singapore, Thailand, Italy, Germany, Spain, Poland, U.K., U.S., Canada, Argentina, Brazil, Colombia, Mexico and Venezuela). The study included males within the PayTV universe and was administered online in each country’s native language.
*Source: A+E Dudeology Global Study; Ipsos MediaCT, April/May 2013
Media Contacts:
Hazel Yap, +65 3157 6510
hazel.yap@aenetworks.com
Geraldine Kong, +65 3157 6516
geraldine.kong@aenetworks.com