Research shows women money savvy in recession

Almost 10% more women are taking care not to overspend in 2009 compared to spring 2008, according to new research from IPC Media.

The research, dubbed More Money Matters, found that one in five women say they don’t overspend at all compared to 11% last year.

Despite this belt tightening, however, over three quarters (76%) of the 7,500 strong representative panel of 18-60 year old British women say they are confident they can handle their finances during the recession.

A large minority of ABC women under 35 (40%) say they have yet to be affected by the recession, but a similar proportion (41%) are finding themselves turning to familiar “tried and tested brands” for comfort in a general climate of financial caution.

And they are still prioritising image – after paying essential living costs each month women prioritise spending on clothes, going out and shoes.

IPC Advertising insight director Amanda Wigginton says the research makes clear women “are taking the economic situation in their stride.”

“Women are taking control of their personal finances, covering the basics and still prioritising little treats in their discretionary spending,” she says.

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here