Two complex studies will reveal some tips and tricks that will help you to sell, create content or gain the engagement of the desired target group.

1. SEMPL 2013
Mythbusters: What do men
and women really want?
Victoria Davies
Distribution Director South-East Europe
Discovery Networks CEEMEA
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2. Searching for answers
2008
2012
2013
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3. SPECIES – The changing face of men
2008, Species - 21 countries, 50 experts, 15,000 male respondents.
• Since then we have been tracking the opinions and attitudes
of men at regular intervals, expanding the age range to 1849s (Species Planning Tool 2009, 2011).
• Today, Europe feels like a very different place – economically,
politically and socially: our understanding of what it is to be a
man today has been shaken up once again.
• Species - The Changing Face of Men delves into men’s
professional ambitions, personal relationships and the way
they spend their free time
2012, Species - 11 countries, 20 experts, 2,250 new interviews
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4. HEADLINES
1.The financial crisis has held up a generation of young men on their road to manhood – and their
frustration is building.
2.More men than ever aspire to fatherhood. They are now more comfortable with domestic
responsibilities and emotional responses.
3.Contrary to popular belief, social media is changing the quantity and quality of men’s friendships
for the better.
4.For all its benefits, mobile technology has become an ‘unhealthy addiction’ which leaves some
men feeling more like the slave than the master – and surprisingly it’s younger men who feel the
most affected and are most keen to switch off.
5.Men are increasingly disaffected with politicians but they are re-engaging with politics, as their
belief grows that together with others, they can make a difference.
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5. HELD UP ON THE ROAD TO MANHOOD
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•
•
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The journey to manhood is now more a matter of
financial necessity, particularly for men in their 20s
The economic climate is keeping men in their 20s in
education, in their parents’ homes or in low-paid jobs,
preventing financial independence
Staying at home for longer is placing strain on family
relationships; parents struggle to cope with the financial
burden
The average age at which men first get married has
increased from 26 years in 1980 to 30 today.
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6. FATHERHOOD TAKES CENTER STAGE
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•
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More men than ever aspire to fatherhood.
They are now more comfortable with domestic
responsibilities and emotional responses.
The proportion of men under 40 declaring that
what they want most in life is to have and
raise children increased by 5 points to 45%
between 2009 and 2011.
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7. UNDER PRESSURE TO KNOW MORE
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•
•
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The definition of ‘quality information’ has changed,
with the emphasis now firmly on immediacy and
digestibility.
The sheer wealth of information available puts
pressure on men to know more – or at least
enough to save face – and to know it first.
Knowledge has become a source of personal
validation that affects self-esteem both on and
offline. Social media serves as a constant reminder
of the knowledge and achievements of others.
Two-thirds of men say that they love technology
because it enables them to live their life to the full
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8. TIME TO TURN OFF?
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•
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Men are beginning to cite an ‘unhealthy addiction’
to technology, and an increasingly ambiguous
relationship in which it can be unclear who is the
master and who is the slave.
Tech is supposed to make our lives easier, but for
some of the men we spoke to, it is starting to do the
opposite
We might expect men under 30 to be better
adjusted to a lifestyle pervaded by mobile
technology, but in fact the opposite is true.
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9. THE RUGGED MAN IN THE MIRROR
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•
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Looking attractive continues to be important
for men, especially for those under 30
Excessive grooming towards a more rugged,
obviously male look; a shift in what ‘attractive’
means?
52% of men agree it’s important to look your
best and take care of yourself, up by 4% since
2009
“Men want to be attractive and have attractive jobs
up until they’re 50 years old. Even guys who are 25
are caring about not looking old when they’re 35 by
buying creams.” Gaute Dreval, Editor-in-Chief Smug
Magazine, Norway
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10. #1 HAPPINESS IS AN ATTITUDE
#2 A PARTNER IN LIFE
#3 BEAUTY INSIDE AND OUT
#4 IT’S WE, NOT ME
#5 SOCIAL STATUS
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11. SHE OVERVIEW
Who we spoke to
5,500 women
aged 20-49
in 11 countries
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