Table of Contents
Methodology
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- Ms Britain typology
- Aspiration
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- Figure 1: Silhouettes of the perfect self
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- Figure 2: The businesswoman
- Figure 3: The family type
- Figure 4: The active one
- Figure 5: The socialiser
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- Figure 6: The wise woman
- Figure 7: The working woman
- Research results
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- Figure 8: Research methodology flowchart
Personality Profile
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- Figure 9: Ms Britain female groups, December 2010
- Extraversion
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- Figure 10: Personality factor – Extraversion, December 2010
- Dominance
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- Figure 11: Personality factor – Dominance, December 2010
- Agreeableness
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- Figure 12: Personality factor – Agreeableness, December 2010
- Conscientiousness
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- Figure 13: Personality factor – Conscientiousness, December 2010
- Neuroticism
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- Figure 14: Personality factor – Neuroticism, December 2010
- Openness
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- Figure 15: Personality factor – Openness, December 2010
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Demographic Overview
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- Age profile of the UK’s women
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- Figure 16: Trends in UK female population, by age, 2005-15
- Women and unemployment
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- Figure 17: UK trends in employment status of women of working age, December 2006-November 2010
- Trends in household income
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- Figure 18: UK household income trends, 2003-10
- Marital status
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- Figure 19: Marital status amongst women, 2009
- Trends in marital status
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- Figure 20: Trends in marital status amongst women, 2001/02-08/09
- Mean age at marriage and birth of first child
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- Figure 21: Trend data on average age of women when they have their first baby and average age of women at 1st marriage, 1980 -2007
Ms Passive
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- Figure 22: Personality profile – Ms Passive
- What this means
- Ms Passive overview
- Overview
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- Figure 23: Summary demographic profile – Ms Passive
- Personal finance
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- Figure 24: Ms Passive – financial product ownership, by age, December 2010
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- Figure 25: Ms Passive – current financial situation, by age, December 2010
- Figure 26: Ms Passive – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 27: Ms Passive – regular magazine readership, by age, December 2010
- Radio
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- Figure 28: Ms Passive – radio listenership, every day/most days, December 2010
- TV shows
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- Figure 29: Ms Passive – TV programmes watched regularly, December 2010
- Movies seen and preference
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- Figure 30: Ms Passive – movies seen and enjoyed or planned to see in the last few years, by age, December 2010
- Favourite movies
- Leisure
- Leisure time activities
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- Figure 31: Ms Passive – leisure activities done regularly or occasionally, by age, December 2010
- Sport and exercise
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- Figure 32: Ms Passive – sport and exercise activities done in the last 12 months, December 2010
- Holidays taken and future preferences
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- Figure 33: Ms Passive – holidays taken, by age, December 2010
- Figure 34: Ms Passive – likely next holiday, by age, December 2010
- Fashion and beauty
- Preferred clothing labels
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- Figure 35: Ms Passive – clothing labels owned, by age, December 2010
- Personal grooming habits
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- Figure 36: Ms Passive – personal grooming opinions, by age, December 2010
- Deodorant brand selected
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- Figure 37: Ms Passive – preference in deodorant, December 2010
- Technology
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- Figure 38: Ms Passive – technology product ownership, by age, December 2010
- Figure 39: Ms Passive – mobile phone network and TV reception, by age, December 2010
- Automotive
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- Figure 40: Ms Passive – car ownership, by age, December 2010
- Figure 41: Ms Passive – car brands currently driven and most likely to buy next, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 42: Ms Passive – restaurant types eaten at in the last three months, by age, December 2010
- Figure 43: Ms Passive – restaurant types eaten at in the last three months, by affluence, December 2010
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- Figure 44: Ms Passive – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
- Food and drink selection
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- Figure 45: Ms Passive – choice of eggs and orange juice, December 2010
- Purchase influences
- Attitudes towards advertising
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- Figure 46: Ms Passive – attitudes towards advertising, by age, December 2010
- Attitudes towards advertising
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- Figure 47: Ms Passive – information sources influencing decision process, December 2010
- Aspiration – who does Ms Passive want to be?
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- Figure 48: Ms Passive’s perfect self, by age, December 2010
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Ms Cultured
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- Figure 49: Personality profile – Ms Cultured
- What this means
- Ms Cultured overview
- Overview
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- Figure 50: Summary demographic profile – Ms Cultured
- Personal finance
- Financial product ownership
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- Figure 51: Ms Cultured – financial product ownership, by age, December 2010
- Current and future financial situation
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- Figure 52: Ms Cultured – current financial situation, by age, December 2010
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- Figure 53: Ms Cultured – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 54: Ms Cultured – regular magazine readership, by age, December 2010
- Radio
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- Figure 55: Ms Cultured – radio listenership, every day/most days, December 2010
- TV shows
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- Figure 56: Ms Cultured – TV programmes watched regularly, December 2010
- Movies seen and preference
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- Figure 57: Ms Cultured – movies seen and enjoyed or planned to see in the last few years, by age, December
- Favourite movies
- Leisure
- Leisure time activities
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- Figure 58: Ms Cultured – leisure activities done regularly or occasionally, by age, December 2010
- Sport and exercise
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- Figure 59: Ms Cultured – sport and exercise activities done in the last 12 months, December 2010
- Holidays taken and future preferences
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- Figure 60: Ms Cultured – holidays taken, by age, December 2010
- Figure 61: Ms Cultured – likely next holiday, by age, December 2010
- Fashion and beauty
- Preferred clothing labels
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- Figure 62: Ms Cultured – clothing labels owned, by age, December 2010
- Personal grooming habits
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- Figure 63: Ms Cultured – personal grooming opinions, by age, December 2010
- Deodorant brand selected
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- Figure 64: Ms Cultured – deodorant preferences, December 2010
- Technology
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- Figure 65: Ms Cultured – technology owned, by age, December 2010
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- Figure 66: Ms Cultured – personal mobile phone network provider, by age, December 2010
- Figure 67: Ms Cultured – TV reception, by age, December 2010
- Automotive
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- Figure 68: Ms Cultured – current car ownership, by age, December 2010
- Figure 69: Ms Cultured – type of car driven, December 2010
- Figure 70: Ms Cultured – age of car, December 2010
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- Figure 71: Ms Cultured – brand of cars driven, December 2010
- Figure 72: Ms Cultured – car price, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 73: Ms Cultured – restaurants eaten at in the last three months, by age, December 2010
- Figure 74: Ms Cultured – restaurants ordered from/eaten off premises in the last three months, by age, December 2010
- Premium vs value food and drink
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- Figure 75: Ms Cultured – preference for eggs, December 2010
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- Figure 76: Ms Cultured – preference for orange juice, by age, December 2010
- Attitudes towards advertising
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- Figure 77: Ms Cultured – attitudes towards advertising, by age, December 2010
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- Figure 78: Ms Cultured – information sources influencing decision process – pair of jeans, December 2010
- Figure 79: Ms Cultured – information sources influencing decision process – mobile phone handset, December 2010
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- Figure 80: Ms Cultured – information sources influencing decision process – summer holiday, December 2010
- Figure 81: Ms Cultured – information sources influencing decision process – personal pension, December 2010
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- Figure 82: Ms Cultured – information sources influencing decision process – washing machine, December 2010
- Aspiration – who does Ms Cultured want to be?
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- Figure 83: Ms Cultured – the perfect self, by age, December 2010
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Ms Accomplished
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- Figure 84: Personality profile – Ms Accomplished
- What this means
- Ms Accomplished overview
- Overview
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- Figure 85: Summary demographic profile – Ms Accomplished
- Personal finance
- Financial product ownership
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- Figure 86: Ms Accomplished – financial product ownership, by age, December 2010
- Current and future financial situation
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- Figure 87: Ms Accomplished – current financial situation, by age, December 2010
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- Figure 88: Ms Accomplished – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 89: Ms Accomplished – regular magazine readership, by age, December 2010
- Radio
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- Figure 90: Ms Accomplished – radio listenership, every day/most days, December 2010
- TV shows
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- Figure 91: Ms Accomplished – TV programmes watched regularly, December 2010
- Movies seen and preference
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- Figure 92: Ms Accomplished – movies seen and enjoyed or planned to see in the last few years, by age, December 2010
- Favourite movies
- Leisure
- Leisure time activities
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- Figure 93: Ms Accomplished – leisure habits, by age, December 2010
- Sport and exercise
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- Figure 94: Ms Accomplished – sport and exercise habits, December 2010
- Holidays taken and future preference
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- Figure 95: Ms Accomplished – holidays taken, by age, December 2010
- Figure 96: Ms Accomplished – likely next holiday, by age, December 2010
- Fashion and beauty
- Preferred clothing labels
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- Figure 97: Ms Accomplished – clothing labels owned, by age, December 2010
- Personal grooming habits
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- Figure 98: Ms Accomplished – personal grooming opinions, by age, December 2010
- Deodorant brand selected
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- Figure 99: Ms Accomplished – deodorant preferences, December 2010
- Technology
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- Figure 100: Ms Accomplished – technologies owned, December 2010
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- Figure 101: Ms Accomplished – personal mobile phone network provider, by age, December 2010
- Figure 102: Ms Accomplished – TV reception, by age, December 2010
- Automotive
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- Figure 103: Ms Accomplished – current car ownership, by age, December 2010
- Figure 104: Ms Accomplished – type of car driven, December 2010
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- Figure 105: Ms Accomplished – age of car, December 2010
- Figure 106: Ms Accomplished – brands of cars driven, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 107: Ms Accomplished – restaurants eaten at in the last three months, by age, December 2010
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- Figure 108: Ms Accomplished – restaurants ordered from/eaten off the premises in the last three months, by age, December 2010
- Premium versus food and drink
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- Figure 109: Ms Accomplished – preferences for eggs, December 2010
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- Figure 110: Ms Accomplished – preferences for orange juice, December 2010
- Attitudes towards advertising
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- Figure 111: Ms Accomplished – attitudes towards advertising, by age, December 2010
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- Figure 112: Ms Accomplished – information sources influencing decision process, December 2010
- Figure 113: Ms Accomplished – information sources influencing decision process, December 2010
- Aspiration – who does Ms Accomplished want to be?
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- Figure 114: Ms Accomplished – the perfect self, by age, December 2010
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Ms Uncomplicated
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- Figure 115: Personality profile – Ms Uncomplicated
- What this means
- Ms Uncomplicated overview
- Overview
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- Figure 116: Summary demographic profile – Ms Uncomplicated
- Personal finance
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- Figure 117: Ms Uncomplicated – financial product ownership, by age, December 2010
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- Figure 118: Ms Uncomplicated – current financial situation, by age, December 2010
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- Figure 119: Ms Uncomplicated – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 120: Ms Uncomplicated – regular magazine readership, by age, December 2010
- Radio
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- Figure 121: Ms Uncomplicated – radio listenership, every day/most days, December 2010
- TV shows
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- Figure 122: Ms Uncomplicated – TV programmes watched regularly, December 2010
- Movies seen and preference
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- Figure 123: Ms Uncomplicated – movies seen and enjoyed or planned to see in the last few years, by age, December 2010
- Favourite movies
- Leisure
- Leisure time activities
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- Figure 124: Ms Uncomplicated – leisure activities done regularly or occasionally, by age, December 2010
- Sport and exercise
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- Figure 125: Ms Uncomplicated – top sport and exercise activities done in the last 12 months, December 2010
- Holidays taken and future preferences
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- Figure 126: Ms Uncomplicated – holidays taken, by age, December 2010
- Figure 127: Ms Uncomplicated – likely next holiday, by age, December 2010
- Fashion and beauty
- Preferred clothing labels
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- Figure 128: Ms Uncomplicated – clothing labels owned, by age, December 2010
- Personal grooming habits
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- Figure 129: Ms Uncomplicated – personal grooming opinions, by age, December 2010
- Deodorant brand selected
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- Figure 130: Ms Uncomplicated – preference in deodorant, December 2010
- Technology
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- Figure 131: Ms Uncomplicated – technology product ownership, by age, December 2010
- Figure 132: Ms Uncomplicated – mobile phone network and TV reception, by age, December 2010
- Automotive
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- Figure 133: Ms Uncomplicated – car ownership, by age, December 2010
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- Figure 134: Ms Uncomplicated – car brands currently driven and most likely to buy next, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 135: Ms Uncomplicated – restaurant types eaten at in the last three months, by age, December 2010
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- Figure 136: Ms Uncomplicated – restaurant types eaten at in the last three months, by affluence, December 2010
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- Figure 137: Ms Uncomplicated – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
- Food and drink selection
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- Figure 138: Ms Uncomplicated – choice of eggs and orange juice, December 2010
- Purchase influences
- Attitudes towards advertising
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- Figure 139: Ms Uncomplicated – attitudes towards advertising, by age, December 2010
- Attitudes towards advertising
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- Figure 140: Ms Uncomplicated – information sources influencing decision process, December 2010
- Aspiration – who does Ms Uncomplicated want to be?
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- Figure 141: Ms Uncomplicated’s perfect self, by age, December 2010
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Ms Exuberant
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- Figure 142: Personality profile – Ms Exuberant
- What this means
- Ms Exuberant overview
- Overview
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- Figure 143: Summary demographic profile – Ms Exuberant
- Personal finance
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- Figure 144: Ms Exuberant – financial product ownership, by age, December 2010
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- Figure 145: Ms Exuberant – current financial situation, by age, December 2010
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- Figure 146: Ms Exuberant – financial outlook, by age, December 2010
- Media
- Magazine readership
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- Figure 147: Ms Exuberant – regular magazine readership, by age, December 2010
- Radio
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- Figure 148: Ms Exuberant – radio listenership, every day/most days, December 2010
- TV shows
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- Figure 149: Ms Exuberant – TV programmes watched regularly, December 2010
- Movies seen and preference
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- Figure 150: Ms Exuberant – movies seen and enjoyed or planned to see in the last few years, by age, December 2010
- Favourite movies
- Leisure
- Leisure time activities
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- Figure 151: Ms Exuberant – leisure activities done regularly or occasionally, by age, December 2010
- Sport and exercise
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- Figure 152: Ms Exuberant – top sport and exercise activities done in the last 12 months, December 2010
- Holidays taken and future preferences
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- Figure 153: Ms Exuberant – holidays taken, by age, December 2010
- Figure 154: Ms Exuberant – likely next holiday, by age, December 2010
- Fashion and beauty
- Preferred clothing labels
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- Figure 155: Ms Exuberant – clothing labels owned, by age, December 2010
- Personal grooming habits
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- Figure 156: Ms Exuberant – personal grooming opinions, by age, December 2010
- Deodorant brand selected
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- Figure 157: Ms Exuberant – preference in deodorant, December 2010
- Technology
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- Figure 158: Ms Exuberant – technology product ownership, by age, December 2010
- Figure 159: Ms Exuberant– mobile phone network and TV reception, by age, December 2010
- Automotive
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- Figure 160: Ms Exuberant – car ownership, by age, December 2010
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- Figure 161: Ms Exuberant – car brands currently driven and most likely to buy next, December 2010
- Food and drink
- Eating out/takeaway
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- Figure 162: Ms Exuberant – restaurant types eaten at in the last three months, by age, December 2010
- Figure 163: Ms Exuberant – restaurant types eaten at in the last three months, by affluence, December 2010
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- Figure 164: Ms Exuberant – restaurant types ordered from and eaten off premises in the last three months, by age, December 2010
- Food and drink selection
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- Figure 165: Ms Exuberant – choice of eggs and orange juice, December 2010
- Purchase influences
- Attitudes towards advertising
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- Figure 166: Ms Exuberant – attitudes towards advertising, by age, December 2010
- Word of mouth
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- Figure 167: Ms Exuberant – information sources influencing decision process, December 2010
- Aspiration – who does Ms Exuberant want to be?
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- Figure 168: Ms Exuberant’s perfect self, by age, December 2010
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Category Analysis
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- Personal finance
- Income
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- Figure 169: Gross annual household income, by typologies, December 2010
- Financial product ownership
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- Figure 170: Financial products owned, by typologies, December 2010
- Current financial situation
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- Figure 171: Current financial situation, by typologies, December 2010
- Financial outlook
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- Figure 172: Financial outlook, by typologies, December 2010
- Media
- Newspaper readership
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- Figure 173: Daily and Sunday newspaper readership, by typologies, December 2010
- Magazine readership
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- Figure 174: Magazines read regularly, by typologies, December 2010
- Radio stations
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- Figure 175: Radio stations listened to every day/most days, by typologies, December 2010
- TV shows
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- Figure 176: TV programmes watched regularly, by typologies, December 2010
- Movies seen and preference
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- Figure 177: Movies seen or planned to see, by typologies, December 2010
- Favourite movie
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- Figure 178: Favourite films of all time, December 2010
- Leisure
- Sport and exercise regime
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- Figure 179: Sport and exercise habits, by typologies, December 2010
- Leisure activities
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- Figure 180: Leisure habits, by typologies, December 2010
- Holidays taken and future preferences
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- Figure 181: Holidays taken, by typologies, December 2010
- Figure 182: Number of different holidays taken, by typologies, December 2010
- Fashion and beauty
- Preferred clothing stores
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- Figure 183: Clothing labels owned, by typologies, December 2010
- Personal grooming habits
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- Figure 184: Personal grooming opinions, by typologies, December 2010
- Deodorant brand used
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- Figure 185: Preference for deodorant, by typologies, December 2010
- Technology
- Product ownership
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- Figure 186: Technology owned, by typologies, December 2010
- Mobile phone network provider
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- Figure 187: Personal mobile phone network provider, by typologies, December 2010
- TV services in household
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- Figure 188: TV services, by typologies, December 2010
- Automotive
- Car ownership
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- Figure 189: Current car owned, by typologies, December 2010
- Figure 190: Type of car driven, by typologies, December 2010
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- Figure 191: Age of car, by typologies, December 2010
- Figure 192: Brand of cars driven, by typologies, December 2010
- Future car preference
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- Figure 193: Future car brand, by typologies, December 2010
- Food and drink
- Supermarkets
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- Figure 194: Supermarkets shopped at, by typologies, December 2010
- Eating out/takeaway
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- Figure 195: Restaurants eaten at in the last three months, by typologies, December 2010
- Premium vs. value food and drink
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- Figure 196: Preference for egg, by typologies, December 2010
- Figure 197: Preference for orange juice, by typologies, December 2010
Appendix
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- Figure 198: Female groups, by demographics, December 2010
- Ms Passive
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- Figure 199: Ms Passive, by age and affluence, December 2010
- Figure 200: Ms Passive, by marital status, presence of children and lifestage, December 2010
- Ms Cultured
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- Figure 201: Ms Cultured, by age and affluence, December 2010
- Figure 202: Ms Cultured, by marital status, presence of children and lifestage, December 2010
- Ms Accomplished
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- Figure 203: Ms Accomplished, by age and affluence, December 2010
- Figure 204: Ms Accomplished, by marital status, presence of children and lifestage, December 2010
- Ms Uncomplicated
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- Figure 205: Ms Uncomplicated, by age and affluence, December 2010
- Figure 206: Ms Uncomplicated, by marital status, presence of children and lifestage, December 2010
- Ms Exuberant
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- Figure 207: Ms Exuberant, by age and affluence, December 2010
- Figure 208: Ms Exuberant, by marital status, presence of children and lifestage, December 2010
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Appendix – Category Analysis
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- Entertainment TV Shows
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- Figure 209: Entertainment TV shows watched regularly, by typologies, December 2010
- Fashion and beauty
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- Figure 210: Clothing labels owned, by typologies, December 2010
- Car ownership
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- Figure 211: Brand of cars driven, by typologies, December 2010
- Figure 212: Future car brand, by typologies, December 2010
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