Following are part of the finding of the Forrester Consumer Technographics and while it is a few years old and Europe centric, we believe the logic still holds good for online advertising for FMCG and probably is more universal than before and it becomes more relevant with the increased usage of social networks over the years.
FMCG organisations can tap into another key audience, 16 to 24-year-old men, particularly those with an interest in health and in male grooming. This audience is 45% more likely to be online than the average European and over a third of their media time is spent online - well above the average of one quarter.
They also watch less TV than the average European, read less print newspapers, and listen to less radio.* When online, they are highly engaged by community and collaborative web activities – for example, blogs, wikis, reviews, and social networks.
And it’s not just the men. For young women, the internet is a source of trusted and reliable opinion. Around 56% read online consumer reviews, and 36% visit the manufacturer website before making a product purchase.*