KEY POINTS:
New Zealand women are spending now rather than saving for their futures.
According to a new study by Australasian marketing company Splash, the majority of New Zealand women do not have a private superannuation or savings, instead relying on government pensions for retirement.
The year-long study, entitled Through Her Eyes, which explores New Zealand women's consumer trends, looked at the attitudes of New Zealand women with regards to issues such as health, finance, property, retirement and travel, identifying the key life stages for women and concerns that go with those stages.
Managing director of Splash Amanda Stevens said she believed the report would help businesses understand the complex factors in women's purchase decisions.
"The research shows just how much women's priorities, motivations and behaviours change with a change in life stage. For brands treating all women equal, this is a warning."
Among other findings, the study showed what women were spending their money on.
Property was the preferred investment option for New Zealand women, and they were increasingly buying at a younger age and on their own.
The most frequently used service by women, despite health and weight concerns, was takeaway food and fast food delivery.
The report suggests that online technology is yet to grab a firm grip on Kiwi women, with the research uncovering a preference for general interest magazines such as NW and WHO for gossip and print news rather than online media.
- NZPA
