Men Care Online About Sex, Food, Cars and Gadgets

Earlier this week, comScore released results of a study conducted together with Leo Burnett advertising agency to see how male Internet users behave online. In the effort to “track the virtual man,” the study was to find out what men really do online. Obviously, the main reason for the study (since it was conducted jointly with an advertising agency) was to see how to better target men with online advertising.

So basically the study separated men into four categories depending on their approach to life, women and consumption of goods and services available in today’s society: metrosexuals (eagerly adopting the latest and greatest of everything, including personal care products), retrosexuals (preferring to stick to traditional male behavior stereotypes), patriarchs (seeking to protect established values–both off and online–and spending least time online out of all the four categories), and powerseekers (trying to demonstrate their financial and human achievements to everyone and spending the largest amounts of money for online purchases).

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