Recession is making British men lazy and brand-promiscuous
LONDON - British males aged 18 to 34 are spending more time than ever at home watching DVDs, playing computer games and drinking.
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According to the report ‘Today's Man - Recession Session' commissioned by publishers IPC Ignite, 43% are now spending more time round friends' houses drinking and 43% have been staying in playing computer games more than they used to.
They are also much more susceptible to special offers with 79% agreeing they are more likely to buy a brand if it's on offer and 48% less likely to be loyal to brands since the credit crunch.
IPC Ignite group advertising director Sam Finlay said that men 'desperately need entertaining and are turning more to in-home entertainment as a value-for-money escape from the depressing news.'
Despite their sloth-like habits the research also revealed that many men in this age group have been relatively unaffected by the recession. According to IPC, 8 out of 10 young men haven't yet been significantly affected by the credit crunch, with only 1 in 10 greatly concerned about the possibility of redundancy.
The report was undertaken by a research specialists Lightspeed and RDSI and encompassing a nationally-representative sample of UK men
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