Women are taking on more responsibility for household finances, with 28% solely managing the budget. Both genders are looking to save more and pay down debt in the coming year due to rising costs of living outpacing income growth. Banks can help by rewarding loyal customers, tailoring services, and lowering fees. When researching financial products, both genders prefer to speak with their bank in person.

1. MONEY MONEY MONEY
Managing the Household Budget
January 2018
Female and Male Comparison

2. 87%
Of SCA audiences feel the
cost of living is increasing
faster than their income
(Women 88% / Men 85%)
69%
say the cost of living is making
it hard for them to get by
financially
(Women 71% / Men 66%)
WITH RISING COSTS OF LIVING, IT’S BECOMING HARDER TO GET BY….
Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655. *ABS CPI 6401.0 Sept Qtr 2017. ABS Wage Price Index 6345.0 Sept Qtr 2017.
WAGES ARE NOT KEEPING PACE WITH THE COST OF LIVING…
0.0%
1.0%
2.0%
3.0%
4.0%
5.0%
6.0%
7.0%
8.0%
Mar-16 Jun-16 Sep-16 Dec-16 Mar-17 Jun-17 Sep-17
Australian Wage and CPI Growth
Qtrly data YOY % Change
Wages CPI: Housing CPI: Health CPI: Alcohol & tobacco
The latest CPI (Sept ‘17) data shows what’s increased the most is alcohol and tobacco (+7%), health (+3.9%),
housing (+3.3%). By comparison, wages are not keeping pace with this growth.
This creates an issue, as more people start to feel the pinch.
… So, it’s not surprising that our
audiences agree with this, and it is
having an impact on their households.

3. SO, WHAT DOES THIS MEAN
FOR THE SCA AUDIENCE?
The following slides will explore, how men and women are managing
their money, and the risks and opportunities there are for businesses.

4. Source: [1.] Purse Strings Amanda Stevens [2.] SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
Married/de facto/live with partner: Females N= 704 | Males N= 480.
With more women being the person in charge of the household budget, it makes sense that they
are more likely to agree that they are feeling the pinch of rising living costs.
Q: Who typically manages the money in your household?
Base: Those who are married/defacto or living with partner.
With women controlling or influencing over 80% of all
consumer purchase decisions1, it’s not surprising that
over 1 in 4 SCA women who live with their partner, say
they are the sole person in charge of managing money
in the household.
Plus, not only are women managing the household
finances, many are also the sole financial
contributor….
19%
67%
14%
1%
28%
67%
5%
1%
Just me Joint decision with my
partner
My partner Someone else
Male Female
28% of women living with their
partner say they are the sole person
in charge of managing finances in the
household.

5. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655. Married/de facto/live with partner: Females N= 704 | Males N= 480.
Solely Financially Responsible table – filtered by those whose household pays for this item.
Whilst the majority of household expenses are a joint financial responsibility, half of women in
relationships (50%), are solely financial responsible for at least one household expense.
Q: Which of the following financial responsibilities do you have in your household? When we say financially responsible, we mean that you have to pay some/all of the costs of this product/service.
Base: Those who are married/defacto or living with partner and their household pays for this item.
A household expense is classified as Home
repayments/rent, Power bills, Groceries, Rates,
Internet, Fuel or Car Maintenance.
50%
Of women in relationships are
solely financial responsible for
at least one household expense.
57%
Of men in relationships are
solely financial responsible for
at least one household expense.
S O L E L Y F I N A N C I A L L Y R E S P O N S I B L E
H O U S E H O L D E X P E N S E S L E I S U R E E X P E N S E S
Home repayments/rent 20% 38%
Power bills 22% 35%
Groceries 23% 24%
Rates 18% 35%
Internet 24% 38%
Fuel 36% 38%
Car maintenance 31% 43%
F M F M
Dining out 13% 26%
Gym/health club 45% 36%
Other leisure activities 20% 28%
Alcohol 24% 39%
Personal credit card repay 43% 48%

6. Men are more likely to have some form of debt than women - however, there may be an
opportunity to talk to women with credit card/loan options as they under index on these products.
Q: Which of the following do you currently have?
Base: All People
83%
77%
66%
48%
29%
22%
9% 8% 6%
85% 85%
52%
37%
27%
15%
8% 7% 5%
Savings account Debit card Credit card Home loan Personal loan Cheque account Store credit card Term deposit Digital wallet
Male Female
Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655
T h e O p p o r t u n i t y :
Because women are more likely to be looking after the household
budget, they may be less likely to have loans or credit cards – they
are very aware of the day to day impact of having these financial
products in terms of repayments meaning potentially less money to
buy groceries and essentials.
However there may be an opportunity for financial institutions to talk
to women about these credit card/loan offerings and how they can be
used to help manage the household and bring in rewards.
By comparison, men are more likely to hold these products,
suggesting they are more likely to have debt. Financial institutions
may look to talk to men about balance transfer options to help them
pay off their debt faster.

7. With concerns about the rising cost of living, it’s not surprising that SCA audiences are aiming to
save as much as they can, and reduce debt in the next 12 months
Q: Would you be interested in doing any of the following money habits/actions in the next 12 months?
Base: All People
Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
64%
54%
22%
11%
14%
12%
6%
8%
6%
4%
75%
47%
15%
10%
8%
9%
5%
4%
3%
2%
Saving more Paying off debt Investing more Cancel a credit
card
Refinance a loan Changing banks Balance transfer
a credit card
Changing banking
methods
Apply for a credit
card
Changing
mortgage brokers
Male Female
IX 147
IX 115
IX 117 • Paying off debt: credit cards,
home loans, personal loans
• Investing: stocks, property,
managed funds
• Saving more of the
money they earn.
Budgeting to avoid
going into any debt.
The top three financial actions in the next year are the same for men and women, however men are more likely
to do a wider range of financial activities than women.
In line with a higher credit card ownership and mortgage level, men are more likely than women to be paying off
debt next year than women. Despite this, they are still looking to invest their money – perhaps having a more
relaxed approach to their finances than women: “I’ll make money by investing, help pay off the debt”.
Women are a bit more cautious and are looking to save next year, more than men.

8. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
54% OF FEMALES ARE
SAVING FOR SOMETHING
AT THE MOMENT
42% OF MALES ARE
SAVING FOR SOMETHING
AT THE MOMENT
43% A HOLIDAY
24% BUYING A HOUSE
9% BUYING A CAR
38% A HOLIDAY
21% BUYING A HOUSE
7% BUYING A CAR
And what are they actually saving for? Not just a rainy day… but holidays, a house or searching
for that new car top the list for both women and men. Help them achieve their savings goals.
Q: Are you saving for anything in particular at the moment? Multi-choice.
Base: All People

9. I find myself spending money on things I don’t need
61% 76% 40%
39% for
non-budgeters
Set a Budget Stick to Budget
(all or most of time)
Wonder where money has
gone at week’s end
53% 79% 34%
30% for
non-budgeters
Buy things they
don’t need
39%
61% for
non-budgeters
33%
43% for
non-budgeters
Source: SCA Money Habits Study| November 2017 | All people 10+ | “Set a budget” only Females N= 1206 | Males N= 655. Filter: Have a budget – Females N=733 | Males N=346.
With many bills to pay, and things to spend
your money on, sometimes it gets hard to
manage how much you can spend.
So we want to know…Do you have a budget? Do you actually stick to your budget? Agree “I find myself spending money on things I don’t need”
Do you regularly get to the end of the month/week,
and wonder where your money has gone?
To help get them to their savings and debt reduction goals, the SCA audiences set budgets and
usually stick to it… although women tend to overspend than men and perhaps break the budget.

10. 55%
92%
57%
94%
I find it hard to save money
Managing my money is
important to me
Female Male
Agree that they are open to ideas on how to manage their
money better
But when specifics are asked, of all respondents, women are more interested in
changing their spending habits (index 132 vs men) and saving habits (index
141 vs men) than men.
Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655. *Filter: Agree “I find it hard to save money’ Females N=688 | Males N=357.
How interested are you in changing your SPENDING habits? For example, how you are spending your money, where it goes, and where you can save.
How interested are you in changing your SAVING habits? For example, learning how to save more money.
They want to improve their money management and are open to ideas around how to do this,
with women more willing to change their money habits.
Did You Know?
74% of males & 68% of females

11. SO, HOW CAN BRANDS CONNECT
TO THE SCA AUDIENCE?
The following slides will explore, how men and women are seeking
information on financial products.

12. Partner (66%)
Partner (79%)
Parents (53%)
50%-60%
60%-70%
70%+
Parents (43%)
Close friends (36%)
50%-60%
60%-70%
70%+
40%-50%40%-50%
Women rely on a wider circle of personal
influencers, but do trust themselves.
Men place a heavy weight on their partners shoulder,
and leave other family/friends in the dark.
Close friends (41%)
30%-40%
Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
Q: Who would you consider discussing MONEY and your financial position with? Multi-choice.
Base: All People
Looking at the personal circle of influence, partners come up as the number one support role
when it comes to money discussion, with males relying more heavily on their ‘other half’

13. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
Which of the following, would you go to talk about or know more about SAVING MONEY/LOANS/CREDIT CARDS.
SAVING MONEY LOANS CREDIT CARDS
My bank (in branch) 64%
Bank’s website 31%
Financial planner 27%
Internet 27%
Partner 26%
Partner 50%
Financial planner 44%
My bank (in branch) 32%
A family member 28%
Internet 22%
Partner 41%
Financial planner 38%
My bank (in branch) 36%
A family member 36%
Internet 25%
My bank (in branch) 62%
Financial planner 34%
Partner 32%
Bank’s website 29%
Internet 29%
My bank (in branch) 51%
Bank’s website 31%
Internet 26%
Other bank’s website 21%
Partner 18%
My bank (in branch) 49%
Internet 29%
Bank’s website 28%
Partner 25%
Other bank’s website 20%
Opportunity
to gain new
customers
in the
research
phase
Q: Which of the following, would you go to talk about or know more about SAVING money? LOANS? CREDIT CARDS? Multi-choice.
Base: All People
When looking at all influencers, banks play a vital role when customers are looking to talk about
saving money, loans and credit cards. Physically going into a branch is strong for both genders.

14. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
REWARD LOYALTY
AND GOALS SET
TAILORED SERVICE LOWER FEES
“Not to charge monthly fees to people
on disability or age pensions”
“Maybe notifications from banks saying
the type of product (acc/card) does not
suit your lifestyle (ie too many withdrawals
for acc type and being pinged monthly
fees) and then discuss to change the acc/
product to save money”
“I would like them to drop interest
rates for long term customers”
“Work with me, no against me.
Flag when I am spending too much.
Is it better to reduce my credit card or save or both?”
“I have been with the same bank for 20
years and get no reward for that - if
anything all the new customer rates will
actually make it worth while moving
loans and money rather than stay loyal”
“Don't charge additional fees for payment on
credit cards. Different places have different
fees and different ways of calculating these
fees, it's not great”
“Monthly breakdowns of my
spending habits”
“Do what the retailers do and price match
but with interest rates“
“More rewards to entice better saving strategies”
“I am a single parent.. and find it hard to move
forward with goals when I have more money
going out than coming in. How do I make my
goals more achievable?”
“Reward us for saving and being on time
with repayments. There are so many fees
for not paying you on time, why isn't the
reverse offered as an incentive”
Q: Is there anything you would like to tell banks that would help you manage your money better? If so, let us know below...
Base: All People
Three key areas to help them manage their money better tend to evolve around; rewarding
loyalty and achievement of goals; tailoring the banking service and lowering the fees.

15. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
Tips on saving 48% Tips on saving 33%
Tips to reduce debt 29% Tips to reduce debt 29%
Buying home/invest prop 19% Buying home/invest prop 19%
Superannuation 15% Tips on investing 18%
Tips on investing 14% Superannuation 17%
1
2
3
4
5
Q: Which of the following topics would you be interested in hearing more about? Multi-choice.
Base: All People
When discussing their financial needs with you or hearing from you via any communication
method, SCA Audiences mostly want tips on savings and how to reduce debt.

16. Tips on
saving
Tips on
reducing
debt
Buying a
home/invest
property
Tips on
investing
Super
Online article 60% 65% 65% 65% 63%
Radio segment 39% 38% 31% 34% 32%
Online video 36% 37% 44% 45% 40%
TV segment 30% 29% 30% 35% 32%
Podcast 17% 15% 20% 20% 20%
Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
Q: Of those topics, on what platform would you be interested in consuming information on these topics? Multi-choice.
Base: All People
Where do they want to hear about all these tips and tricks? It’s a combination of radio and online
– a multi-platform approach to ensure maximum reach. Each media though has strengths.

17. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
16% 20% 14% 17% 17% 25% 21% 18% 18% 23%
31% 26% 31% 26% 34% 23% 35% 35% 33% 32%
35% 40% 36% 40%
41% 48% 46% 43% 39% 41%
62% 54% 68% 59%
69% 59%
71%
57% 63% 61%
39% 41% 38% 37%
31% 30%
30%
39% 28% 38%
0%
50%
100%
150%
200%
250%
Women:
Tips on
saving
Men: Tips
on saving
Women:
Tips on
reducing
debt
Men: Tips
on reducing
debt
Women:
Buying a
home/invest
property
Men: Buying
a
home/invest
property
Women:
Tips on
investing
Men: Tips
on investing
Women:
Super
Men: Super
Platform interestedin consuming this information
Podcast TV segment Online video Online article Radio segment
Women seek
information across more
platforms than men,
except for
SUPERANNUATION
where men are more
engaged in this topic.
Q: Of those topics, on what platform would you be interested in consuming information on these topics? Multi-choice.
Base: All People
Women tend to nominate MORE platforms that they’d like to consume financial information
through whilst different topic areas see to different platform preferences across both genders.

18. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
Women appear to be more concerned about their finances
and want to set budgets to keep on track.
They’re wanting tips on saving, looking to save more this year.
They rely on a wider personal circle of family and friends to
share advice and tips, whilst banks play an important role too,
across online and radio.
Men appear to be more relaxed, less cautious about their finances.
They have more diversified financial interests/products.
They’re looking to pay off debt and invest this year and open to ideas
to help them.
They turn to their partner, more than any other family/friends, for
sharing their financial information and rely on their financial advisor, as
well as their bank. Information is sought across online and radio.
In summary…
Women are receptive to budget messaging ~ how to manage the
finances for household management and to avoid buyers-regret.
Budget messages also appeal (particularly around credit card use),
however a less direct approach.
Give women listeners permission to buy and feel good about the
purchase “you deserve it”.
The male audience have no fear with buying what they want, a little
nudge and they’ll buy.
FINANCE
CLIENTS
RETAIL
CLIENTS
And what does this mean for clients?

19. Text + SCA
Background
Most economists said 2018 will
be better than 2017, but there are
major risks and the economy
could easily be blown of course
The economy is expected to grow
at around 2.75% in 2018,
according to chief economists, but
with population growing at 1.6%,
this is not a strong result
CAUTIOUS GROWTH
ABC News asked Australia’s top economists for their views on the domestic outlook for 2018…
“The mining bust is pretty much
over and businesses are starting
to open their wallets.
But this is happening as
households are shutting theirs,
as the weaker housing market
is weighing on activity, and as
economic growth in China has
started to slow.
So 2018 will probably be another
year in which economic growth is
not weak but neither will it be
as good as most expect.”
- Paul Dales, Capital Economics
"Around trend, about 2.75 per cent, but mixed
across sectors with household spending
subdued and business spending in recovery
mode and infrastructure spending booming.“
- Paul Brennen, Citi Australia
"The combination of weak wages growth at a
time of high household debt levels will
constrain the consumer. Strong population growth
means the expected residential construction
downturn doesn't happen.“
- Michael Blythe, CBA
Source: ABC News, “Low wages, high debts and housing bubble threaten the Australian economy in 2018”, Carrington Clarke, 04/01/18.
http://www.abc.net.au/news/2018-01-04/australian-economy-threatened-by-low-wages-high-debts-bubble/9286048?pfmredir=sm
WHAT ARE ECONOMISTS FORECASTING FOR 2018?

20. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
FEMALE AUDIENCE
N=1,206
Effective Base
13% 14% 14%
13% 12%
10% 10%
13%
18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55 years+
MALE AUDIENCE
N=655
Effective Base
4%
6%
10% 11%
14%
19%
15%
21%
18-24 years 25-29 years 30-34 years 35-39 years 40-44 years 45-49 years 50-54 years 55 years+
Sydney 14%
Other NSW 14%
Melbourne 15%
Other VIC 8%
Brisbane 16%
Other QLD 11%
Adelaide 11%
Other SA 2%
Perth 1%
Other WA 4%
Tasmania 3%
ACT 0%
Northern Territory 0%
Other 1%
Sydney 6%
Other NSW 17%
Melbourne 13%
Other VIC 11%
Brisbane 13%
Other QLD 17%
Adelaide 7%
Other SA 1%
Perth 6%
Other WA 5%
Tasmania 6%
ACT 0%
Northern Territory 0%
Other 0%
Respondent Breakdown

21. Source: SCA Money Habits Study| November 2017 | All people 10+ | Females N= 1206 | Males N= 655.
Certain questions asked for an ‘essay’ or ‘verbatim’ type of response OR
brands/words that first came to mind.
A keyword search was used to sort and rank the responses to these questions.
The results are an un-weighted sample, but are reflective of the Southern Cross
Austereo audience. SCA brands reach approximately 35% of the 10+ population and
approximately 41% of the 25-54 population in the five metropolitan markets in
Australia, suggesting it would be reasonable to consider these results to be a fair if
not fully balanced representation of the opinions in these marketplaces.
Furthermore, as it is an online survey, the respondents would also be skewed
towards being ‘early adopters’ for technology, ‘trend setters’ in general and likely to
be a good early indication of brand leaders, trend setters and early adopters in
general.
These research surveys conducted by Southern Cross Austereo are done so to
provide a general understanding of the opinions, interests and attitudes of the
metropolitan and larger regional marketplaces only.
Images and icons sourced from Unsplash and Flat Icon.
The results of this survey are “INDICATIVE” ONLY.
The survey was conducted by Southern Cross Austereo using its online
panel nationally.
The panel is obtained from our radio networks database under the labels of
‘Hit VIP’ on the HIT Network and ‘The Club’ on the MMM Network. All
members of these databases would be considered listeners to these
stations.
The database contains about 200,000 members. The is split between the
Hit database and the Triple M database.
Of these members, approximately 20,000 people were invited to be part of
our Insights panel community. Respondents were recruited from this
database.
Approximately 1861 completed the MONEY HABITS study. Various filters
have been placed over the data at different times.
Methodology

22. Text + SCA
Background
F O R M O R E I N F O R M A T I O N
Rebecca Petrie
Senior Research Analyst
rebecca.petrie@sca.com.au