Audience Uncovered – Upmarket Women

Forming part of a wider study of our key audiences, the IPC Insight team has identified what sets the 14.1m upmarket ABC1 women in the UK apart.

An attractive advertising proposition, the ABC1 female audience has grown by 19% in the last 10 years and now accounts for 56% of the female population in the UK.

So what are the key things that set this affluent female audience apart from the rest?

She likes to be in control and have the freedom to make her own choices:
Adept at multi-tasking she thrives under pressure but likes to feel in constant control. The ABC1 female recognises the importance of setting time aside for herself which she devotes to health, wellbeing, appearance, learning, travel and leisure.

Personal incomes for ABC1 women have risen by 45% in the past decade. Empowered by their financial status they are responsible for key household decisions and will have a major influence when it comes to high value purchases.

She gets media to work for her:
The upmarket woman uses media to her advantage, employing it to manage daily tasks and make her life easier.

She reads magazines while relaxing, they are her escapism. She considers magazines to be her entertainment and a 'me time' treat or reward.

She loves to shop online. Across all product categories upmarket women are more likely than mass market consumers to be purchasing on the internet.

Home is where her heart is:
Upmarket women have a strong relationship with their home which fulfils many roles. Not only is it an outlet for self-expression it is also a venue for leisure time and socialising, as well as being her haven where she can relax.

To reveal the full list of ten key things you should know about Upmarket Women download our summary.

For further information please contact: Andy Marrs 0203 148 3645 or andrew_marrs@ipcmedia.com