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Press Office - Press Releases
UK'S STRESSED AND PRESSURED WOMEN LOOK TO MEDIA FOR ADVICE AND ME TIME
May 2, 2008
A significant proportion of UK women feel time pressured, stressed and exhausted with mass market mothers in particular feeling the strain according to research from IPC Media.
The findings come from Women's Time and Supermum, the latest research from IPC Insight's Origin Panel and also highlight the media's important role in women's 'me time' and providing advice.
The Origin Panel is a major rolling programme of research using a 7,500-strong panel of UK women. The Supermum research had more than 1,000 respondents and Women's Time has more than 2,000 respondents. The key findings include:
Time pressures and stresses:
Nearly half (45%) of UK women claim that their lives leave them stressed and exhausted
The majority (82%) claim to be under pressure. Busy mums are 41% more likely than the average to say they never thought life would be such hard work!
Half say they do not have enough time for themselves and mass market mums are 23% more likely to feel this
Most women (71%) claim there are always things they never get round to doing
Despite this, only 32% of women say they are not in control of their lives.
The majority of women (70%) believe it is important to have 'me time' but only 23% always ensure they make time for themselves and the biggest barriers are family commitments, lack of energy, home commitments and work.
When women are able to have 'me time', they prefer their own company or spending time with their partner. The top five activities are reading a book (80%) reading a magazine (58%) watching TV (58%) listening to music (57%) and surfing the internet (53%).
Juggling act for the UK's mums
Four out of 10 mums are the main breadwinners
The majority (63%) feel it is always down to them to organise the kids
Most mums take responsibility for the day-to-day chores (80%) and deciding what to buy (75%), while 59% are responsible for managing money
Half of mums turn to some form of media for advice about childcare, with the internet being the most popular source (33%) followed by books (19%) and magazines (18%)
For advice on money management, 52% ask their partner and 34% look to the internet
For advice on what to buy, 45% speak to their partner, 44% look on the internet and 20% refer to magazines.
Amanda Wigginton, IPC Advertising's director of insight, says: Media plays a key part in the busy lives of UK women, either for escape or advice. With today's hectic lifestyles, women need to be reassured that they can achieve the work/life balance, and be given support to regain control.
And UK mums are clearly an important audience, often being the key decision maker in the household. Advertisers should consider their time-pressures and stresses for successful communication.
- ends -
Notes to editors
About the Origin Panel
The Origin Panel is a major rolling research study of UK women, designed to provide a continuous channel through which to understand the evolving attitudes and behaviour of women across the country.
IPC has recruited a 7,500-strong nationally representative panel of UK women, together with SPA one of the largest independent research agencies in the UK. Using a specially created and highly interactive online community, IPC Insight will establish a unique on-going dialogue with The Origin Panel, mining huge amounts of quantitative and qualitative data in the process. And because the panel is designed to be nationally representative, the insights produced will be neutral and objective a true bellwether of UK women.
About the Supermum respondents
35% are aged 16-34
41% are aged 35-44
24% are 45+.
51% are married
20% are living with their partner
13% are divorced
9% are single
6% are separated
1% are widowed
12% work full-time
36% work part-time
36% are housewives
3% are students
1% are retired
About the Women's Time respondents
40% are aged 16-34
43% are aged 35-44
17% are 45+.
38% are married
22% are living with their partner
14% are divorced
19% are single
4% are separated
3% are widowed
22% work full-time
25% work part-time
19% are housewives
9% are students
8% are retired
For further information, contact Victoria Higham, IPC Media senior press officer
Tel: 020 3148 5401 or email victoria_higham@ipcmedia.com
For high-res cover images go to www.ipcmedia.com/press/imagebank.php
