Diamonds may be a girl’s best friend, but spending less and saving more money is of great importance to the majority of women across the U.S. How consumers feel about money (spending it or not spending it) can help industries across America forecast sales and production, especially small and medium size businesses that can more easily recalibrate priorities after reviewing a quick snapshot of the market. This month’s eNation survey focuses on America’s financial footing. Find out more about how consumers are planning to spend their money in 2013.

1. MAKING SENSE OF YOUR MONEY
Public Affairs Thought Starter MARCH 2013
Diamonds may be a girl’s best friend, but spending less and saving more money is of great importance
to the majority of women across the U.S., especially those between of the ages of 35-55.
How consumers feel about money (spending it or not spending it) can help industries across America
forecast sales and production, especially small and medium size businesses that can more easily
recalibrate priorities after reviewing a quick snapshot of the market.
This month’s eNation survey focused on America’s financial footing. Conducted in February 2013, the
results found that almost half of Americans say they would like to both, spend less and save more
money. This is especially true for women, those over 35 years of age and among married households.
Only about one in seven said they have no wish to change their savings or spending in 2013, however,
those over 55 years of age appear to be least likely to change their saving or spending this year.
Which one of the following statements best describes your financial wish for 2013?
Household Children in
Gender Age Married
Total Income Household
Male Female 18-34 35-54 55+ <$50K $50K+ Yes No Yes No
To both spend
less and save 46 41 50 38 51 47 45 47 48 45 49 42
more
To save
29 32 26 41 29 17 30 28 33 27 26 32
more money
Will not change
saving or 15 16 14 9 13 23 15 15 9 17 14 16
spending in 2013
To spend
10 10 10 12 7 13 11 10 10 10 10 10
less money
For Americans who have set specific financial goals for 2013, most (69%) also indicated they have a
financial plan to accomplish their goals. Interestingly, Americans with children are far more likely to
set financial goals.
Have you set any specific financial goals for 2013?
Household Children in
Gender Age Married
Total Income Household
Male Female 18-34 35-54 55+ <$50K $50K+ Yes No Yes No
Yes 37 38 35 43 38 29 34 39 48 33 36 38
No 63 62 65 57 62 71 66 61 52 67 64 62
If yes, have you made a financial plan for reaching your 2013 goals?
Yes 69 73 65 68 71 68 65 72 70 69 69 69
No 31 27 35 32 29 32 35 28 30 31 31 31
?
?
?
1
?

2. M A K I N G S E N S E O F YO U R M O N E Y
Part of a good financial plan includes saving for a rainy day. Most Americans (44%) are putting away
Public Affairs Thought Starter
money monthly as part of an emergency fund, as well as saving for a trip/vacation, retirement, home
improvements and automotive. Those households with children are especially likely to save monthly
for an emergency fund.
Which of the following areas do you want to save for on a monthly basis this year?
Household Children in
Gender Age Married
Total Income Household
Male Female 18-34 35-54 55+ <$50K $50K+ Yes No Yes No
Emergency fund 44 42 46 47 48 37 48 41 52 42 44 45
Trip/vacation 36 34 39 35 37 36 29 41 37 36 40 32
Retirement 28 26 30 23 38 21 16 37 32 27 35 20
Home
23 20 26 22 23 25 17 28 28 22 30 15
improvement
Automotive 20 22 18 25 20 15 22 18 20 20 18 22
Other major
13 12 13 14 13 12 14 12 11 14 12 14
purchase
College fund 13 13 13 22 14 3 9 16 30 8 15 11
Home purchase 12 15 9 22 11 4 12 12 20 10 12 12
None of
15 17 14 12 13 22 19 13 10 17 15 16
the above
The financial goals of the average American appear to require at least $27,800 in order to meet
everything on their 2013 wish list. Higher income households and those married said they needed
more to meet their 2013 savings wish.
If you were going to Las Vegas tomorrow, how much would you have to win to meet your 2013
financial savings wish list?
Household Children in
Gender Age Married
Total Income Household
Male Female 18-34 35-54 55+ <$50K $50K+ Yes No Yes No
0 to less than
23 22 23 20 20 30 25 21 14 25 21 24
$5,000
$5,000 -$15,000 25 23 23 26 29 17 29 20 29 23 22 28
$15,001- $50,000 29 30 30 36 25 29 28 33 35 29 32 28
Over $50,000 23 22 24 18 26 24 18 26 22 23 25 20
Mean 27.8 27.3 28.3 25.7 29.8 27.6 23.6 31 29.1 27.5 30.2 24.9
?
?
?
2
?

3. M A K I N G S E N S E O F YO U R M O N E Y
Methodology
Public Affairs Thought Starter Each week Ipsos U.S. eNation online omnibus
completes five national online surveys. Each
survey (wave of eNation) consists of a minimum
To request complimentary access to this study, or
to learn more about eNation, please contact us.
of 1,000 completes with adults 18 years of age Paul Abbate
or older in the contiguous U.S.A. The sample Senior Vice President
consists of individuals selected from the online Ipsos Public Affairs
617.526.0042
segment of Ipsos’ iSay/Ampario Panel, and is paul.abbate@ipsos.com
balanced to be representative of the general
population based upon region, gender, age, and
Chris Deeney
household income data from the U.S. Census
Senior Vice President
Bureau. The selected individuals receive a Ipsos Public Affairs
customized e-mail inviting them to participate. 630.526.4080
chris.deeney@ipsos.com
Ipsos U.S. eNation online omnibus survey results
are tabulated by two standard demographic
banners. Ipsos Public Affairs
A. GENDER, AGE, HOUSEHOLD INCOME, Ipsos Public Affairs is a non-partisan, objective,
REGION survey-based research practice made up of
B. CHILD IN HOUSEHOLD, EDUCATION, seasoned professionals. We conduct strategic
EMPLOYMENT STATUS, MARTIAL research initiatives for a diverse number of
STATUS, RACE American and international organizations, based
not only on public opinion research, but elite
eNation’s standard data tabulations are provided stakeholder, corporate, and media opinion
in a weighted format. The data are weighted to research.
give appropriate representation on various
demographic factors, including: age, income, the Ipsos has media partnerships with the most
four national census regions, and gender. The prestigious news organizations around the
Current Population Survey from the U.S. Census world. Ipsos Public Affairs is the international
Bureau is used to determine the weighting polling agency of record for Reuters News, the
targets for each demographic factor. world’s leading source of intelligent information
for businesses and professionals, and the
Hispanic polling partner of Telemundo
Communications Group, a division of NBC
Universal providing Spanish-language content to
U.S. Hispanics and audiences around the world.
Because eNation is
Ipsos Public Affairs is a member of the Ipsos
fielded seven days a week, Group, a leading global survey-based market
you can measure public opinion research company. We provide boutique-style
and consumer attitudes any customer service and work closely with our
time - quickly and clients, while also undertaking global research.
affordably.
To learn more, visit: www.ipsos-na.com
?
?
?
3
?
Copyright ©2013 Ipsos Public Affairs. All rights reserved. 1 3 - 0 2 - 3 3