September 08, 2015 08:07
Korean men are increasingly in touch with their feminine side by taking an interest in things like flowers, soap operas and interior design, analysis of online buzz suggests.
Cheil Worldwide analyzed data usage of 7,000 people between 20 and 49 from March to July.
Men in their 30s inserted a total of 6,415 keywords related to soap operas on their PCs or mobile phones over the period, far outpacing their female counterparts' 4,297.
Some 80 percent of women's searches were for actors or characters in soap operas, while men's searches showed more diversity ranging from the story to related advertising and featured music.
Men also slightly overtook women in searches for interior design-related items. Women's searches were more practical with keywords such as living room, or shop information, while men's searches were more associated with hobbies like "do it yourself."
Drinks with low alcohol content mainly target women, but more men than women searched for them online.
"Those in their 20s and 30s saw their mothers' growing influence at home and girls outperforming boys at school," says Kwak Keum-joo, a psychology professor at Seoul National University. "Men are now more sensitive and have more feminine aspects than the older generation."
But financial realities also play their part. "Men in their 30s need to tighten their purse strings for their children's education and housing so they prefer spending their spare time at home rather than doing outdoor activities," said a researcher at Cheil.
"Based on this analysis, companies need to think out of the box and explore new marketing possibilities."
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