what do women want - to shop

Kiwi women value socialising more than work, love gossip magazines and takeaways and their spending habits are out of control, according to market research.

Australian market research company Splash examined New Zealand women's behaviour and found only one in 10 (14 per cent) had a superannuation scheme.

Splash managing director Amanda Stevens said researchers had expected to find more New Zealand women saving for their retirement, particularly because, unlike Australia, such savings were not compulsory.

"Australian women are spending a lot as well, but certainly not to the extent of New Zealand women, proportionate to their income."

Kiwi women were spending more in "one hit" on premium products and indulgences, such as shoes, designers clothing, haircuts and pamper sessions, she said.

Splash interviewed 800 women and reported that the influence of friends and family could not be underestimated. Women on average spent as much time (35 hours a week) with family and friends as they did in a fulltime job and had an "inner circle" of females they turned to for advice, it said.

But women juggling careers and children were very "time-poor", which possibly contributed to a high reliance on takeaway foods, Ms Stevens said. Despite obesity being a concern, fast-food deliveries were the leading service women used.

When on their own, most Kiwi women liked to read (32 per cent), watch television or a DVD (12 per cent), garden (9 per cent), shop (5 per cent) or exercise (5 per cent). More than half (55 per cent) read women's magazines.

Another finding was that New Zealand women were slower at adopting technology than their Australian counterparts. Most (96 per cent) own a mobile phone, but only 36 per cent have an iPod or MP3 player.

Financial issues were the biggest worry for women, at 66 per cent, followed by health (44 per cent), children (37 per cent), worklife (31 per cent), relationships and family (21 per cent).

The environment was the issue of the future women were most worried about.

The Dominion Post took to the streets to find out whether market research on New Zealand women was reflected in Wellington.

Kerry O'Connor, 23, Wilton, student works part-time:

"I've got Kiwi Bonds. Saving is important to me."
Has takeaways about three times a week, mainly Subway.
Owns both a mobile and MP3 player.
Occasionally reads magazines such as Cosmopolitan .
Spends more time socialising.

Rosie Gordon, 54, Island Bay, mental health support worker:

"No [superannuation]. I'm not quite up to that."
Hardly gets takeaways. "Maybe once a month."
Does not read gossip magazines. "I read the Listener every week."
"I use my mobile phone all the time. I'm slowly picking up on the technology thing."
As a casual worker, she spends more time with friends.

Aimee North, 18, Northland, waitress:

No superannuation scheme. "But I want one."
Does not eat takeaways often.
Has both an MP3 and mobile phone, which "I use a lot - a couple of hours a day".
Reads gossip magazines. "I read two a week at least and usually buy at least one."
Works 40 hours but still spends more time with friends and family. "Definitely. I like balance."

Susanna Lawrence, 52, Gisborne, neonatal nurse:

"Yes. Savings are important."
Never eats takeaways. "We eat real food."
Has a mobile phone "out of necessity" but prefers to read books.
Splits time equally. "All the time I'm not at work I'm with family."

Belinda Sweetman, 24, Petone, hospitality:

Has savings and mainly cooks herself.
Mobile phone is very important, but she steers clear of the women's magazines.
"I read travel and music magazines."
Works hard but would like to spend more time with family and friends.

Jan Wells, 44, Wadestown, IT:

Has savings for the future, holidays and her children's education.
Gets takeaways every couple of weeks, usually pizza.
Has both a mobile and MP3. "The phone is a necessity. I use my iPod for exercise and to chill out."
Reads lifestyle magazines, such as House and Garden , rather than gossip mags.
Spends more time at work than with family and friends.

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