The Evolution of Pre-family Man

How is He evolving?

THe course of evoluTion is

never smooTH living wiTH parenTsliving alone or

wiTH friendsliving wiTH a parTner

How TecHnology Helps evoluTion

golden rules of pre-family man

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microsofT adverTising

delivers your audience

THE EVOLUTION OF PrE-FamILy maN Pre-Family Man (PFM). He’s the man in that gap between secondary education and having a family. And traditionally he’s always been targeted as part of the 21-35 age demographic.

He’s one of a big market. One of 21 million in the big seven EU countries alone – that’s 8% of the population. And thanks to societal and cultural changes, his group is set to grow, since PFM is taking longer to settle down and have kids.

But this group isn’t quite as homogenous or as clear cut as we thought. He goes through clearly defined life stages on his journey towards starting a family. And there are some significant differences within the PFM group that can have a major impact on advertising strategies - and the ensuing campaign results.

THe evoluTion of pre-family man

source: The evolution of pre-family man, 2010-09-22

THe evoluTion of pre-family man How is He evolving?






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HOW IS HE EVOLVING?Pre-Family Man goes through several life stages, each with specific priorities, motivations and behaviours. These stages are defined by who he lives with and where, but the pace at which he moves between each stage is not so straightforward.

His journey may be complex and varied, but let’s first start with the common elements that make PFM a distinct group.

1. He faces a balancing act. A balance between hedonism and fun on the one hand, and responsibility on the other. For example, when he begins his journey, he wants to have fun and see his friends but still has to balance that with finding a job, so that he can leave home.

As he comes to the end of his journey, the seesaw tips the other way - and his thoughts turn towards responsibility and settling down.

2. He’s busy – and wants to be busier. There’s always something he wants to do and he fills each moment of every day. Yet he wants to do even more, and subsequently feels like he has less time.

3. He has to prioritise. He can’t fit in all the things he wants to do with the responsibilities he has – therefore he has to make a choice.

His priorities – such as love, career, fun, money – also change as his journey continues, and he evolves through the life stages

4. He’s always switched on. Technology and the Internet is critical to PFM because it gives him the tools to pack more into the day – it allows him to talk to more people, arrange more events, see more video and play more games. It also helps overcome the hurdles on his journey – helping him balance hedonism and responsibility. The result? He’s always switched on.

don’t see as much of their friends, as they did in the past

are online – wherever he is, across multiple devices. And that means digital is the perfect way to reach him

of all PFM see love as a top priority

THE kEy TO TarGETING PFm IS TO rEcOGNISE HIS jOUrNEy WILL TakE IN THrEE maIN EVOLUTIONary STaGES

How is He evolving?

You dream it. We deliver it.

LIVING WITH ParENTS LIVING aLONE Or WITH FrIENDS

LIVING WITH a ParTNEr

67% 75%

92%


THe evoluTion of pre-family man How is He evolving? living wiTH parenTs

living alone or wiTH friends

living wiTH a parTner



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THE cOUrSE OF EVOLUTION IS NEVEr SmOOTHUnfortunately, Pre-Family Man doesn’t face a smooth, seamless journey towards starting a family. Hurdles exist between each of three main evolutionary stages (eg buying a car, moving home, getting married, buying a house and starting a first job), making it hard for him to move on – in fact, 67% had a major transition in the past year and 83% expect one next year.

These evolutionary hurdles are universal, but then European cultural differences come into play. These have an impact on when PFM enters each specific life stage and therefore, when he faces hurdles:

• 20% of Swedish 21-23 year olds live with parents compared with 80% in Spain.

• 31% of 21-23 year olds want a better career in Sweden, against 7% in the Netherlands.

• 35% of 21-23 year olds want more money in Germany, yet only 15% in Sweden.


never smooTH

In short PFM faces a complex evolutionary journey, through a number of life stages:

LIVING WITH ParENTS

LIVING aLONE Or WITH FrIENDS

LIVING WITH a ParTNErLIVE WITH ParENTS WaNT a BETTEr carEEr WaNT mOrE mONEy


67% had a major transition in the past year

83% expect one next year




never smooTHliving alone or




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LIVING WITH ParENTSWhile Pre-Family Man is living with his parents, his thoughts are focused on moving out. He’ll also be working out how to make more money so he can afford a place of his own and still have a good time. In his spare time, he’ll be spending a lot of time thinking – optimistically - about finding a partner. He’s looking for entertainment, spending more time looking at sports sites than at any other stage in his evolution (61% regularly visit sport sites).

During this stage, entertaining PFM is key to engaging him, along with property rental websites and events listings. You might also find him looking for a first job or indeed, dating sites.

There are wide variations on his priorities between countries – 24% of PFM living with parents in the Netherlands want to move out, whereas in Spain the figure is 2%. 69% of Spanish PFM look at sporting websites compared to just 20% in Sweden.

living wiTH parenTs

HIS HURDLES: MOVING OUT OF THE PARENTAL HOME, STARTING A FIRST JOB, MOVING IN WITH A FRIEND AND BUYING A FIRST CAR

37% rate it as a top priority

Career and Money are most important

“I have enough money to live comfortably”

32%


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Ssource: The evolution of pre-family man, 2010-09-22



never smooTH living wiTH parenTsliving wiTH a parTner



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LIVING aLONE Or WITH FrIENDSWhether he’s on his own or with friends, Pre-Family Man loves the freedom that comes with moving out of the family home. He’s still focused on finding a partner but he’s going to enjoy doing so and not give up his friends in the process (51% of Spanish PFM are interested in restaurant and bar websites).

He’s becoming increasingly conscious of the need to plan ahead and build his career. His choice of website broadens, covering health/medical, adult and clothes/fashion as well as the inevitable music, film and sport. Again, cultural differences come into play – 39% of Swedish PFM spend time looking at fitness and exercise websites compared to only 11% in The Netherlands.

living alone or wiTH friends

HIS HURDLES: MOVING IN WITH A PARTNER, MOVING HOME AND CHANGING JOBS


Fun is most important 48%

rate it a top priority

PrIOrITIES





wiTH friendsHow TecHnology Helps evoluTion


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living wiTH a parTner

HIS HURDLES: PREPARING FOR A FIRST CHILD AND GETTING MARRIED

LIVING WITH a ParTNErPre-Family Man has now found his partner, so his attention moves to the long term. Marriage and kids are on the horizon so he focuses on keeping his relationship going well and planning for the future. This is reflected in his use of websites, which begin to encompass DIY, property, holidays and cooking.

In fact, holidays and money are both key interest points (61% of PFM at this stage visit websites on each of these topics), although gadgets (50%) and sport (56%) both display a drop in interest.

Although 91% use online video as a major source of entertainment, regional variations between PFM are still marked within this life stage - 73% of Germans are interested in film and movies compared to just 49% in the Netherlands.

“I have enough money to live comfortably”

ready for family50%


PFM living with a partner see love as a top priority

rate it a top priority80%

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Ssource: The evolution of pre-family man, 2010-09-22







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Play gamesPFM would give up his TV and mobile phone before he gave up his gaming. He plays for fun (56%) or to test skill (44%). Those who viewed skill as more important talked about and played games more.

As well as advertising on games sites, look at in-game advertising as well as game discussion boards

Find - and keep – loveTechnology is central to PFM’s love life. 48% have met in person after talking online, 42% have dated after meeting online. Tech is also good for helping PFM keep his relationships on the boil – 71% use e-mail to stay in touch with their partner.

Dating sites are an obvious route but an e-mail campaign with, for example, mini-break destination e-mails that can be forwarded would work well

Make moneyThese are the most popular PFM sites – 60% visited money/finance websites - that’s more than sports (57%) and gadgets (50%). Not really surprising since PFM needs money to help with responsibilities and pay for fun.

Money sites are popular but information on saving or managing money would attract interest

Go shopping72% shop online once a month or more – mainly for tangible items, those that can be selected based on precise physical attributes, eg holidays, tickets, electricals. 73% do plenty of online research, they see other consumers as experts but not themselves – only 11% submit reviews. It’s the first place he goes to research.

Shopping sites are a top digital priority, but so should review sites and the “expert” message boards. Stimulate discussion about your brand

HOW TEcHNOLOGy HELPS EVOLUTIONWHaT THIS mEaNS FOr aDVErTISErSAs well as helping Pre-Family Man overcome challenges, technology helps him achieve his other great aim – packing more into each day. Even though he’s always busy, he’s always looking for more to do. 92% are online and this technology helps him:

Stay in touch• 92% use e-mail at least once a day.• 55% use social networks at least once a day.• 42% use IM at least once a day.

Social media is critical to engaging with this marketWatch video• 91% look at short videos, 69% stream longer programmes.• 61% download films, 47% watch films online.

Viral videos could be a fertile route for advertisers as could TV/movie download sitesKeep informed and entertainedThe Internet is a critical tool for PFM – it’s where he gets his information, watches films and – crucially – stays connected. Sites visited vary according to life stage: • Living with parents – sports sites.• Living alone/with mates – adult entertainment, health/medical

clothes/fashion.• Living with partner – widest portfolio… DIY,cooking, holidays, property.

As well as using websites to spread information, foster discussion on review boards, Facebook, Twitter











GOLDEN rULES OF PrE-FamILy maN markETING


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Remember cultural differences across markets. The evolution from student to family man goes at a different pace in different countries – 80% of Spanish PFMs aged 21-23 live with parents compared with only 20% in Sweden. This is where our Multinational Sales team come into their own: book a multi-market campaign targeting PFM through one centralised point of contact. Use multiple digital platforms – Internet, mobile, games... remember, 92% of PFM are online (PFM is always switched on). Technology is the key to connecting and engaging the PFM audience. Ad networks such as the Microsoft Media Network combine with Audience Targeting solutions to scale brand buys and enable you to gain greater reach and engagement across the path to purchase.

Consider how you can help PFM overcome his hurdles and deal with his priorities. Give him the tools and information he needs across multiple platforms. Look how you can leverage bought, owned and earned digital media to build brand awareness, engagement with your brand site, and encourage chat on review sites.

Look to create viral videos to engage PFM, and give him something to talk about across social media (talk to our Creative Solutions team about developing viral and product demonstration sharing experiences).

Help him make purchases. Give him links to expert information and allow product information to be shared, either by him or by “experts” – after all, 72% of PFM buy online at least once a month.

If you currently talk to Pre-Family Man by age, you need to factor in different life stages. Household status has a major impact on priorities and behaviour which is why the kind of Re-messaging and Behavioural targeting Microsoft Advertising offer is so important - allowing you to connect and engage with PFM with the right message at the right time, in the right place.

• Living with parents – focus on fun activities, flats to rent, sports events via sport sites. In-game advertising could be crucial.

• Living alone or with friends – target money, fashion, health and fitness sites. Because of a high penetration of watching TV/movies online, viral films should also be considered.

• Living with partner - because his priorities are not so much about hedonism any more, he’s especially responsive to more mature messages around DIY, holidays, property cooking and money. Social media and review sites will prove fertile ground for advertisers.

cultural difference Priorities InformationLife stages1 2 3 4








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Hotmail124m users *

Top e-mail service

MicrosoftMedia Network

300 topglobal websites

Messenger108m users*

Market leader

MSN132m users *

#1 portal

Bing76m users*

Xbox live36m users*

mIcrOSOFT aDVErTISING DELIVErS yOUr aUDIENcESo now you’ve met Pre-Family Man, how do you engage him?

you could start by challenging microsoft advertising to develop some innovative media solutions

neXT




Technology means that Pre-Family Man is always switched on. And as his behaviour evolves, and with technology advances, marketers have a rich opportunity to reach and engage with him over multiple devices.

Multi-screen advertising with Microsoft Advertising helps drive increased consumer engagement by enabling integrated advertising campaigns across PCs, mobile phones and TVs.








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THE mULTI-ScrEEN mULTIPLIEr EFFEcT – THE kEy TO PrE-FamILy maN Our solutions connect multiple platforms such as mobile, PC and TV/gaming with advanced Audience Targeting to bring greater impact to your media strategy, enabling:

1. Greater brand awareness2. Improved consideration and brand preference 3. Encouraged purchase Advertising spend is increasingly moving toward audience buys as the way to add efficiency and cost effectiveness to brand buys – particularly when executed across bought, owned and earned digital media. Through solutions such as Behavioural targeting and Re-messaging, we can combine audience scale with rich targeting based around attitudes, behaviours, interests and content for groups like PFM.

With a single media buy through Microsoft Advertising, you can incorporate your message within the digital environments PFM uses daily, across a range of trusted media brands. And with Atlas Engagement Mapping we can we can determine which parts of your media plans are contributing the most to the end sale for PFM.

We provide the widest range of digital advertising media solutions to address your objectives and make media planning, implementation, and evaluation easier.

TO FIND OUT mOrE VISIT advertising.microsoft.com/europe/home

Objective Implementationmicrosoft advertising Outcome

Bought • Scale your brand buys and achieve great campaign ROI

• Connect and re-engage with PFM across multiple screens

• Content of interest includes Money, Jobs, Sport, Shopping, Property

• Rich media advertising across our network. • Consider MSN eg MSN Money plus

advertorial content• Xbox in-game advertising• Windows Live Mobile / any mobile device

• Bing• Microsoft Media Network (300 of the webs

premium websites)• Video offerings across Windows Mobile, Xbox and

MSN Video• Use Audience Targeting solutions such as

Behavioural, Profile and Creative Re-messaging

• Generate brand interest and awareness - the catalyst to driving owned and earned media exposure

Owned • Meet PFM desire for information, research and comparison

• Engage with PFM throughout the purchase process driving ‘purchase intent’ and ‘conversion’

• Drive volume to owned media using Targeting such as Site Re-messenging + Performance CPA / CPC

• Talk to our Creative Solutions team about bespoke content options incorporating user generated content such as viral video content and or product demonstration experiences

• Gain greater and more sustained connection with PFM using your brand assets

Earned • Benefit from PFM social networks and desire to interact with others

• Advertise where PFM has his online conversations: • Windows Live Hotmail• Windows Live Messenger• Xbox live in-game chat• via the latest Ciao Shopping reviews

• Leverage Audience Targeting to reach and engage PFM using Windows Live ID to connect to PFM across Windows Live Messenger, Windows Live Hotmail and Xbox Live in-game Chat

• Be part of the conversation. Use technology to generate brand interaction

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Documents

The Evolution of Pre-family Man