New research by Yellow Pages has shed light on the phenomenon of the male ‘men-o-porsche’ - the modern mid-life crisis afflicting men across Britain who have just turned forty but are still young at heart. Despite approaching middle age, they are in tune with the latest pop releases, lust after lads’ holidays, power-chord on their guitars and crave the thrill of a fast car or motorbike.

According to the research, symptoms of the ‘men-o-porsche’ include:

• A renewed interest in current musical trends (35 per cent of men over forty)
• An urge to own a sportier model of car (23 per cent)
• Using younger people’s words or expressions (24 per cent)
• Going on holiday with other ‘men-o-porschers’ (31 per cent)

Yellow Pages, whose latest TV advertising sees James Nesbitt and his fellow forty-somethings revisiting their youth by attending a motorcycle school, commissioned the research to find out whether life really does begin at forty for the modern British man.

Music to my years
Music plays a big role in the ‘men-o-porsche’ phenomenon, with more than a third (35 per cent) of men in their forties showing an interest in music the younger generation is listening to and 18 per cent considering taking up a musical instrument. Nearly half (46 per cent) have considered braving the mosh-pit to see a gig by their favourite band, with acts like Queen now hitting the comeback trail.

Get your motor running
It’s not only musical tastes that forty-somethings want to update. Nearly a quarter (23 per cent) admit to having thought about trading in their car for a sportier model, and 22 per cent are worried about what their car says about them. Almost one in seven (14%) have considered learning to ride a motorbike or scooter as a way to keep the years at bay.

Forever young
Almost nine out of ten men surveyed (87 per cent) agree they are ‘young at heart and there’s no reason to stop having fun’, whilst 33 per cent would avoid admitting to anyone that they are actually in their forties.

One in five (20 per cent) has opted for a more fashionable haircut since turning forty. 35 per cent of men over forty are worried about appearing out of touch with current trends, with almost a quarter (24 per cent) admitting to picking up words and expressions from children and teens in order to fit in.

Club 18-40
Keen to relive their youth, almost a third (31 per cent) of ‘men-o-porsche’ men would consider going on a lads’ holiday with all their mates, whilst more than half (54 per cent) agree they need to ‘get out more’. Nearly one in five (18 per cent) go as far as to say they would consider finding a younger partner!

Playing it by the book
‘Men-o-porsche’ symptoms are reflected in the changing classifications found in Yellow Pages directories, with recent additions including the categories Insurance - Motorcycle and Quad Bikes & All Terrain Vehicles. Meanwhile, Theatres & Concert Halls have seen a dramatic increase in usage (87 per cent from 2003 to 2004) whilst Golf Clubs, Courses & Professionals saw a more modest increase in usage (29 per cent from 2003 to 2004)*.

Richard Duggleby, head of external relations at Yell, publisher of Yellow Pages directories, said: “Our research shows that men in their forties are very keen to hold onto their youth, as demonstrated by James Nesbitt in our latest TV advertising. Changes in Yellow Pages listings reflect this: ‘men-o-porsche’ related services are very much a growing sector.”

*Source: Yellow Pages Regular Usage Study, Saville Rossiter – Base 2003 -2004