• by Gavin O'Malley  @mp_gavin, June 30, 2009

Due to an ironic combination of bravado and willingness to move back in with Mom and Dad, 18- to-34-year-old males have remained more optimistic than most demographics in the face of the ongoing recession.

Still, a full 40% of this characteristically brash lot claim to be making "a real effort to cut back" on spending, according to a new study of over 1,000 guys conducted in May by independent market research firm Resolution Research at the behest of men's entertainment network Break Media.

What's more, half are now comparison-shopping online, while 38% attest to searching for coupons, discounts and sales before executing purchases.

"Advertisers would be wise to keep their brands front and center while the economy is down, even if the product being marketed is not specifically in the entertainment genre," the report suggests. "An online presence is crucial in an environment where men overall are spending more time on the Internet, both as a form of entertainment as well as a source of information for ensuring they spend money wisely."

Still, only 29% of men 18-34 report "saving more money than I used to," compared to 45% of men 35 and older.

And while the majority -- 65% -- have avoided running up their credit card balances, relatively few -- 29% -- say they have stopped using credit cards altogether.

Tellingly, 18% of men 18-34 report that they have already moved back in with their parents, compared to 8% of men over 35.

Other cost-cutting measures include more DIY home repair and improvement -- 51% -- a greater reliance on public and free modes of transportation -- 33% -- reduced alcohol and cigarette consumption -- 31% -- and cheaper or even cancelled mobile service -- 29%.

About 50% of guys 18-34 are still spending freely on home improvement and repair; clothes, shoes and "bling"; and computer equipment, while 45% have not changed their spending habits with regard to electronics, outdoor equipment, gadgets, CDs, DVDs, and video games.

Going forward, more than half -- 57% -- see no reason to control their future spending "in case [such a recession] happens again," and two-thirds plan on opening their wallets to a certain degree when the good times return.

Yet, indicating the recession's long-term impact, that still leaves 31% of 18- to-34-year-old guys who insist they "absolutely will not spend more" when the economy rebounds.