Young Males' Digital Path to Purchase

May 2012

Guys spend more time online than watching TV. As a result, we wanted to see how the internet affects what they buy. In a study of over 5,000 18-34 year-old men, we discovered that they search twice as much as the rest of the population, and half discover new products in the process.

Young males spend more time online than watching TV and rely on the internet to inform purchase-making decisions. We surveyed over 5,000 young males and found the following:

  • Guys search twice as much versus the general population and get all the info they need from the first page of search results.
  • 1 in 2 young males heard about a new product through a search engine.
  • Guys love online videos: they are highly likely to engage in research, sharing and purchasing after watching an online video.
  • Almost half of all young males use multiple devices to shop or pay bills online.
The Media Habits of Teens and Young Adults