IPC Ignite Reveals Findings Of The ‘Today’s Man’ Study

IPC Ignite has released the first set of results from its research project into the lifestyle, habits and media consumption of 18 to 34 year-old men.

The major rolling programme was initiated by IPC Insight, the company’s consumer research division, and had 700 online responses.

Key findings suggest there are five attitudinal groups of men in the 18 to 34 year-old male demographic – positive socials, non-committals, romantic gents, mature new men and responsible dads.

The study found that 81% of men spend more time online than five years ago and the peak time for internet browsing is between 10pm and midnight – with 65% online.

Magazines are reported to be the top media for commanding attention as 20% of the participants said they don’t do anything else while reading a magazine, while only 4% said the same for TV.

Sam Finlay, IPC Ignite’s group advertising director, said: “Young men are the most fast-evolving social group in the UK, which makes them both tremendously hard to target and truly fascinating to understand.”

He added: “Today’s Man provides us with a wealth of insight into this complex and diverse group, suggesting even more effective strategies to reach and engage them.”

IPC Ignite, the men’s lifestyle and entertainment division of IPC Media, publishes magazines such as Nuts, Loaded and NME.

It has also recently acquired Mousebreaker, the UK-based free-to-play games site, which launched in 2001 and has an audience of more than 4 million unique users each month.

IPC Media: 0870 4445000 www.ipcmedia.com