The report, called The State of Men, also finds that GQ readers more often let magazine ads and editorial content influence their shopping decisions. The research, based on an online YouGov survey of more than 3,000 males, will be presented to media agencies later this week.
Magazine readers rated GQ the most intelligent, influential and stylish, but found FHM and Loaded more entertaining and Men's Health more informative. Surprisingly, Ford was the most commonly owned car among GQ readers and all men, but GQ readers were more likely than others to own a BMW or Mercedes.
The report is based on interviews with journalists, researchers and brand owners who target men.
It found that men often divide into two groups: evolutionists and determinists. The latter group, nearly 15% of the male population, is more likely to feel threatened by the rise of women in society, have fewer female friends and be uncomfortable with a woman boss. Evolutionists, 24% of men, are more likely to eat well, exercise and use moisturiser.
Nearly half of all men said their greatest fear is not having enough money. A quarter said they greatly feared divorce or separating from their partners. Almost all said women usually win the divorce battle, financially as well as emotionally.
Jamie Bill, GQ's publishing director, said the research was commissioned to move beyond the "simple stereotyping" of men that has become a trend in recent years.
"The trend is for most marketing to be to the evolutionist group, but there is ample evidence to show there are plenty of determinists out there and they are no less successful than evolutionists," he added.
Magazine readers rated GQ the most intelligent, influential and stylish, but found FHM and Loaded more entertaining and Men's Health more informative. Surprisingly, Ford was the most commonly owned car among GQ readers and all men, but GQ readers were more likely than others to own a BMW or Mercedes.
The report is based on interviews with journalists, researchers and brand owners who target men.
It found that men often divide into two groups: evolutionists and determinists. The latter group, nearly 15% of the male population, is more likely to feel threatened by the rise of women in society, have fewer female friends and be uncomfortable with a woman boss. Evolutionists, 24% of men, are more likely to eat well, exercise and use moisturiser.
Nearly half of all men said their greatest fear is not having enough money. A quarter said they greatly feared divorce or separating from their partners. Almost all said women usually win the divorce battle, financially as well as emotionally.
Jamie Bill, GQ's publishing director, said the research was commissioned to move beyond the "simple stereotyping" of men that has become a trend in recent years.
"The trend is for most marketing to be to the evolutionist group, but there is ample evidence to show there are plenty of determinists out there and they are no less successful than evolutionists," he added.
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