Microsoft Advertising carried out the research into the online behaviours of the ’pre-family man’ ahead of the launch of the website and found 80% would feel lost without the internet.
It also found the internet is the technology that most men (57%) feel attached to, followed by mobile phones (49%) and TV (46%). The most valued online tool was email (52%), followed by search (25%) and social networks (12%).
A quarter of men said they checked their email and 18% looked at their social networks on their phone before they got out of bed in the morning.
Warner Bros has signed up as the first brand to advertise on MSN Him and will advertise male-targeted movies and DVDs across the site for the next three months, starting with the John Travolta action film From Paris With Love.
Chris Maples, commercial director at Microsoft Advertising, said, “MSN Him is a great example of the innovative and creative branding solutions we develop in collaboration with our long-standing customers like Warner Bros. To date, pre-family men have remained one of the hardest audiences for brands to engage with.”
This story first appeared on newmediaage.co.uk