Men More Difficult to Persuade with Advertising than Women
This study, which spanned 65 brands and 46 categories of mutual interest between men and women, shows that Share of Choice a measure that behaviorally identifies consumer preference by weighing the actual choices consumers make in a balanced competitive environment is significantly higher among women in comparison to men. Related recall scores remain relatively equal between the two respondent groups.
This gem is a preliminary excerpt of data from a comScore study on Trends in Advertising among Millennials. Look for the full study in late Summer 2011.