Marketing to Men – Germany – 2020
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The gender stereotypes that have men being more interested in gadgets and women in fashion hold true in Germany. Male interest in advertising for electronics, at 44%, is three times higher than female interest (14%), while men's interest in car/motorbike advertisements (20%) is seven times higher than women's interest in this (3%). Compared to women, men take far less interest in advertising for food, fashion and grooming products.
Although ownership of most items of technology are owned by similar proportions of men as women, men tend to replace their gadgets more frequently. For example, 31% of men own a mobile phone/phone contract that is under 12 months old vs 24% of women and 27% of men have a laptop/desktop computer that is less than 12 months old vs 15% of women.
While German men still conform to some 'male' gender stereotypes, such as having high interest in cars and gadgets, many more of them are also taking on more household and family duties.
Heidi Lanschützer, Food & Drink Analyst, Germany
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