Women - Changing Lifestyles, Influences and Decision Making - UK

Executive Summary

Female Demographics

Changing Attitudes and Lifestyles

Purchase Decision-Making

Shopping and Internet Usage

Lifestyle Trends

Women - Changing Lifestyles, Influences and Decision Making - UK - October 2003

Table of Contents

Introduction

Research

Report structure

Abbreviations

Executive Summary

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More working women, later marriage, later motherhood

Women are happier than men – with living standards and working lives

Household chores still women’s work

Enjoyment of cooking depends on lifestage

Cultural activities more important, especially for older women

Full-time working mums like rock concerts

Closing the gap on sport and exercise

Fewer sweets and chocolate, more fruit and veg

The Cherie Blair effect?

Tradition reigns for household purchase decisions

Cars: working women have more say

Holidays: men listen to women more than women listen to men

Home-related purchases: women choose for themselves

Mortgages: cohabiting women, and full-time earners, choose more often

Audio-visual equipment and computers: men are more enthusiastic

Women are more impulsive

The personal touch counts

AB women are the keenest Internet researchers

How things have changed for women

The effect of lifestage

Young, free and single

Young couples

Family women

Older women

Working women

Female Demographics

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Women in the population

UK population – females versus males, 1993-2008

UK female population, by age, 1998-2008

Demographic profiles

Demographic profiles of women, 1993-2003

Demographic changes affecting women’s lifestyles

Living arrangements

Living arrangements of women, April 2003

Unmarried women

Unmarried women – profiles, by living arrangements, 2003

Married/cohabiting women – profiles, by living arrangements, 2003

Women’s tenure

Tenancy status – women, by demographic sub-group, 2003

Women by lifestage

Women, by lifestage, 2003

Changing Attitudes and Lifestyles

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Satisfaction with life

‘I am perfectly happy with my standard of living’ – men and women, 1993-2003

‘I am perfectly happy with my standard of living’ – women, by demographic sub-group, 1993-2003

‘I am very happy with my life as it is’ – men and women, 2003

‘I am very happy with my life as it is’ – women, by demographic sub-group, 2003

Working life

‘I am happy in my job’ – working men and women, 2003

‘I am happy in my job’ – working women, by socio-economic group and working status, 2003

‘I only go to work for the money’ – working men and women, 1993-2003

‘I only go to work for the money’ – working women, by socio-economic group and working status, 1993-2003

‘I look on the work I do as a career rather than just a job’ – working men and women, 1993-2003

‘I look on the work I do as a career rather than just a job’ – working women, by socio-economic group and working status, 1993-2003

Amount of time per day spent working – men and women, 2003

Amount of time per day spent working – full-time working women, by socio-economic group and working status, 2003

Amount of time per day spent working – part-time working women, by socio-economic group and working status, 2003

Home life

Household chores

Time/care spent on household chores – men and women, 2003

Time/care spent on household chores – working mothers, by working status, 2003

Time/care spent on household chores – working men and full-time working women, 2003

Amount of time and care devoted to household chores – women, by lifestage, 2003

Men and women's attitudes towards housework, 2003

‘I loathe doing any form of housework’ – men and women, 1993-2003

Women and household cleanliness, by lifestage, 2003

Women and tidiness, by lifestage, 2003

Time/care spent on furnishing/ornamentation and plants/flowers – women, 2003

Those spending at least ‘a fair amount’ of time on furnishing/ornamentation and plants/flowers, by lifestage, 2003

Input into gardening activities at home, by lifestage, 2003

Participation in DIY activities in the home – men and women, 2003

Leisure activities

Pubs

Pub visiting – men and women, 2003

Frequency of visiting pubs – men and women, 2003

Regular pub visiting (at least once a week) for a drink or a meal – men and women, by lifestage, 2003

Eating out

Restaurant visiting – men and women, 1993-2003*

Restaurant visiting (daytime) – women, by demographic sub-group, 1993-2003*

Restaurant visiting (evening) – women, by demographic sub-group, 1993-2003*

Restaurant visiting (day and evening) – men and women, by lifestage, 2003

Types of restaurants used (day or evening) – women, 2003

Arts/culture

Attendance at arts/culture activities – men and women, 2003

Attendance at arts/culture activities – women, 1993-2003

Theatre attendance – women, by demographic sub-group, 1993-2003

Attendance at pop/rock concerts – women, by demographic sub-group, 1993-2003

Attendance at art galleries – women, by demographic sub-group, 1993-2003

Attendance at theatre, pop/rock concerts and art galleries – women, by lifestage, 2003

Sport and exercise

‘I do some form of sport or exercise at least once a week’ – men and women, 1993-2003

Motivational factors for taking part in sport and exercise – men and women, December 2002

‘I do some form of sport or exercise at least once a week’ – women, by demographic sub-group, 1993-2003

‘I do some form of sport or exercise at least once a week’ – men and women, by lifestage, 2003

Main sports participated in (regularly or occasionally) – women, by demographic sub-group, 2003

Main sports participated in (regularly or occasionally) – women, by lifestage, 2003

Health

Attitudes towards health – men and women, 2003

Attitudes towards health – women, by demographic sub-group, 2003

Eating habits – women, 1996-2002

Use of vitamins, supplements and alternative medication/therapies – women, 1996-2002

'My life is quite stressful' – women, 1996-2002

Sources of health information – women, 2000 and 2002

The marketing perspective

Purchase Decision-Making

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Major purchases by women

Products or services bought within the last 12 months, or currently considering buying – men and women, April 2003

Products or services bought within the last 12 months, or currently considering buying – women, by socio-economic group, April 2003

Cars

Influences on car purchase decision – men and women, April 2003

Family influences on car purchase

Household/family input into car purchase decision – men and women, April 2003

Household/family input into car purchase decision – women, by living arrangements, April 2003

Household/family input into car purchase decision – women, by household working pattern, April 2003

Important factors when buying a car

‘I am not interested in what goes on under the bonnet of a car’ – men and women, 1993-2003

*The importance of comfort, safety and looks when buying a car – men and women, 2003

The importance of comfort, safety and looks when buying a car – women, by lifestage, 2003

Holidays

Influences on holiday purchase decisions – men and women, April 2003

Family influences on holiday purchase

Household/family input into holiday purchase decision – men and women, April 2003

Short breaks

Household/family input into short break holiday purchase decision – women, by living arrangements, April 2003

Household/family input into short break holiday purchase decision – women, by household working pattern, April 2003

Longer holidays

Household/family input into longer holiday purchase decision – women, by living arrangements, April 2003

Household/family input into longer holiday purchase decision – women, by household working pattern, April 2003

‘I enjoy planning holidays’– men and women, 1993-2003

‘I enjoy planning holidays' – women, by demographic sub-group, 1993-2003

‘I enjoy planning holidays’ – men and women, by lifestage, 2003

‘Newspaper and magazine articles on holiday and travel influence my choice of holiday’ – men and women, 1998 and 2003

‘Newspaper and magazine articles influence my choice of holiday’ – women, by lifestage, 2003

Home-related purchases

Influences on home-related purchase decision – men and women, April 2003

Family influences on home-related purchases

Household/family input into home-related purchase decisions – men and women, April 2003

Home decoration or home improvements

Household/family input into home decoration/home improvement decisions – women, by living arrangements, April 2003

Household/family input into home decoration/home improvement decisions – women, by household working pattern, April 2003

Kitchen appliances

Household/family input into kitchen appliance purchase decisions – women, by living arrangements, April 2003

Household/family input into kitchen appliance purchase decisions – women, by household working pattern, April 2003

Mortgages

Influences on choice of mortgage or remortgage – men and women, April 2003

Family influences on mortgage purchases

Household/family input into mortgage purchase decision – men and women, April 2003

Household/family input into mortgage or remortgage purchase decision – women, by living arrangements, April 2003

Household/family input into mortgage or remortgage purchase decision – women, by household working pattern, April 2003

‘I leave the financial arrangements in our home to someone else’ – men and women, 1993-2003

‘I leave the financial arrangements in our home to someone else’ – men and women, by lifestage, 2003

‘I feel fairly knowledgeable in the financial field’ – women, by demographic sub-group, 2003

‘I feel fairly knowledgeable in the financial field’ – men and women, by lifestage, 2003

Audio-visual equipment

Influences on audio-visual appliance purchase decision – men and women, April 2003

Family influences on purchases of audio-visual appliances and computers

Household/family input into audio-visual appliance purchase decisions – men and women, April 2003

Household/family input into audio-visual appliance purchase decision – women, by living arrangements, April 2003

Household/family input into audio-visual appliance purchase decision – women, by household working pattern, April 2003

Computers

Influences on computer purchase decision – men and women, April 2003

Family influences on computer purchase decisions

Household/family input into computer purchase decisions – men and women, April 2003

Household/family input into computer purchase decision – women, by living arrangements, April 2003

The marketing perspective

Shopping and Internet Usage

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General attitudes towards shopping

Men’s and women’s attitudes towards shopping, 2003

‘Shopping for groceries is a bore’ – women, by demographic sub-group, 2003

‘Shopping for groceries is a bore’ – women, by lifestage, 2003

‘I usually choose the cheapest products’ – women, by demographic sub-group, 2003

Male and female bargain-hunters (‘I usually choose the cheapest products’), by lifestage, 2003

Female brand switchers/impulse purchasers, by demographic sub-group, 2003

Brand switchers – men and women, by lifestage, 2003

Impulse purchasers – men and women, by lifestage, 2003

The information-gathering process

Those who do their own research when making major purchases – men and women, April 2003

Those who do their own research when making major purchases – women, by age group, April 2003

Those who do their own research when making major purchases – women, by socio-economic group, April 2003

Information sources used when making major purchases – men and women, April 2003

Information sources used when making major purchases – women, by age group, April 2003

Information sources used when making major purchases – women, by socio-economic group, April 2003

Those who get information/ideas from the Internet when making major purchases – men and women, by demographic sub-group, April 2003

Internet usage

Female Internet users (home), by demographic sub-group, 2001-03

Internet shopping

Attitudes towards Internet usage/Internet shopping – men and women, 2003

Attitudes towards Internet usage/Internet shopping – women, by demographic sub-group, 2003

Attitudes towards Internet usage/Internet shopping – women, by lifestage, 2003

Those purchasing from any website in the last three months – women, by demographic sub-group, 2001-03

Websites purchased from in the last three months – women, 2001-03

Websites purchased from in the last three months – men and women, May 2003

Top four websites purchased from in the last three months – women, by demographic sub-group, May 2003

Those browsing any website with the intention of buying – women, by demographic sub-group, 2001-03

Websites browsed with the intention of buying in the last three months – women, 2001-03

Websites browsed with the intention of buying in the last three months – men and women, May 2003

Websites browsed with the intention of buying in the last three months – women, by demographic sub-group, May 2003