Ever wondered what single men think about? Microsoft Advertising and MEC have announced findings of a commissioned study in Asia designed to gain insights to men’s online behaviour prior to marriage, as well as how they would react to multiple screens in the digital world.

The Microsoft and MEC research, entitled the Pre-Family Man study, was conducted by Synovate, which gathered data from over 4,200 pre-family men in six different countries

across the Asia Pacific region – Australia, China, India, Indonesia, Singapore and Taiwan.

The results of the study provide marketers with valuable insights into pre-family men, including how best to engage with them. ADOI gets a sneak preview:

Laptops and desktops play a big role
The study revealed that for social networking, laptops (40%) and PCs (35%) are the main devices used, as compared to smartphones (20%).  Also, pre-family men tend to use laptops and PCs for important emails and for business transactions.

Social connectivity: A ‘must-have’ in games
A clear contrast was seen in the type of device that pre-family men use when they play games.  App games on smartphones and browsers had twice the penetration of more traditional console games. 56% of pre-family man played on smartphone or social media app games, compared to 35% on home consoles and 33% on portable game consoles. The primary reason for the switch was the immediate social element driving further connectivity.

Grazing of up-to-date information to stay connected
Given that pre-family men have the need to stay connected with up-to-date information, they tend to browse through information, be it news, entertainment or people. According to the study, this potentially limits their decisiveness, activity and creativity.