Women More Cautious About Spending

Household finances remain a concern

In April 2009, men and women were feeling equally pessimistic about their finances, with 53% of each reporting their financial situation was worse than the previous year.

But by July, men had become more optimistic, while women remained cautious, according to the “2009 Online Buyer Economic Trend Study” conducted by ROI Research for Performics.

More than one-half of female online buyers (55%) said they expected to spend less overall in the next two months, compared with 37% of males. When it came to online purchases, 46% of female respondents said they would spend less, while just 34% of men said the same.



Almost three-quarters of female online buyers (73%) said the recession had “fundamentally changed the way they think about saving and spending money,” according to the report. Their male counterparts were much less likely to feel that way, at 57%.

“Despite some improving economic and market signals on Wall Street, women on Main Street continue to act cautiously,” said Michael Kahn, SVP of marketing at Performics. “Given that women are still the primary purchasers in many households, their views and plans on spending will have a material impact on how quickly and to what degree we rebound from this recession.”

Overall, 53% of respondents to the Performics survey said their household’s financial situation was the same or better than a year before.

The “American Express Spending & Saving Tracker” similarly found in late August that 40% of Internet users planned to spend less in the next 30 days. American Express reported the desire to save money and reduce debt, along with caution among those who have money to spend, were the top reasons for the planned decreases.