TI Media research reveals the influence of mass-market women is often misunderstood

The survey, which included a national representation of 3,000, revealed a number of key findings and highlighted four broad pillars which underpin these women’s lives: their Strength in the Community; Economic Power; Savviness; and being the ‘Original Influencer’ in the home and beyond, holding the purse strings for decisions surrounding cosmetics, clothes, household, tech, holidays/travel and cars.

“Traditionally known as mass-market women or simply ‘housewives’, we wanted to recognise what this often-misunderstood audience looks like in Britain in 2019 and found a confident, resilient, capable and downright heroic group who feel increasingly marginalised,” says Sam Finlay, chief revenue officer at TI Media. “The insight gained from this research will not only help advertisers better understand this audience, but it will also help guide our editorial forward in the months ahead.”

The ‘Heart of Britain’ spend intelligently, rather than purely cutting costs for costs’ sake. Brand trust plays a big part, and respondents noted that they’d rather pay a little more for a brand name to ensure quality, and interrogate deals that seem too good to be true. Online grocery shopping is taking a back seat to physically visiting a store, and brand loyalty is more about the product than the store itself. So, whilst shopping online is still popular, combining it with the in-store experience is key for respondents.

Household purchasing decisions might be made jointly, but this audience influences these purchases and brings ideas to the home, finding them first in media such as magazines (including advertising), word of mouth and social media. As the sole decision maker on purchasing cosmetics (86 per cent), household goods (59 per cent) and tech (54 per cent), they look to their magazines and friends for inspiration and recommendations.

The primary reason for purchasing a magazine is to relax and unwind, with 20 per cent of ‘Heart of Britain’ habitually buying a magazine once a week, and 34 per cent up to three times a month. Sharing magazines also enhances their sense of community, an important pillar to this audience.

Crucially for marketeers, they see magazine advertising as part of the experience and appreciate that the right advert adds value to their consumer journey.

The survey, in partnership with Differentology, was conducted with a stakeholder workshop, followed by filmed ethnography and peer-to-peer semi-structured research groups and a 20-minute online survey to 3,000 respondents.

TI Media is a member of FIPP.