MEDIA RELEASE
Distribution March 5, 2010
Friends (not shoes!) the source of women’s happiness
Contrary to popular belief it’s a woman’s friends not her fondness for shopping that give her the most happiness in her life. In the latest research released today from SheSpot, a leading marketing and media portfolio reaching over 1.8million Australian women (owned by Australia’s leading parenting site www.kidspot.com.au), women ranked their friendships ahead of family, food and sex as the thing that makes them most happy.
Based on extensive, national research with over 2K women conducted late last year, the resulting report found that although only 49% of respondents said they have enough time to socialize in person with their friends, 84% of women rated their friendships as the greatest source of happiness.
“If people think only teenage girls have intense friendships, then they don’t understand women, particularly mums, and their friends. There is something about the chaos of parenting that makes the sanity of friendships that much more important to women.” Alex Brooks, Executive Editor of Kidspot explained. “For most women, their friendships are the one thing that remain constant when going through the heaven and hell of motherhood, body issues and wardrobe disasters, mother in laws and the craziness that life throws their way."
Australian women may not realise it, but the joy those friendships are providing them with is also helping them lead healthier and longer lives. A host of studies have shown that having a close group of friends helps women sleep better, improves their immune systems, helps stave off dementia and actually makes them live longer. Flinders University in South Australia tracked 1,500 women over 14 years and found that those wth the most friends outlived those with the least friends by 22 percent (the difference between 65 and 79.3 years). Contrastingly, the meaningful relationships that women in the study had with their children or other relatives didn’t appear to increase their longevity. In fact, researchers say a woman who wants to be healthier in her old age is better off having one close friend than half a dozen grandchildren.
So, for International Women’s Day on Monday March 8, let’s celebrate not only the woman herself but her friendships that make her who she is today. Her natural tendencies and ability to form meaningful connections and relationships – and the gratification that those bring – not only make her life richer, they make it longer.
ENDS
For further information and charts, a full copy of the report or to arrange an interview with Katie May, Kidspot CEO please contact:
Natalie Mactier
Kidspot.com.au Pty Ltd
T. 1300 724 575
D. +61 3 9697 0855
F. +61 3 8640 0647
nmactier@kidspot.com.au
About the Survey:
The Shespot research was conducted to explore the woman of Australia today - her growth, her advancement, her values, her happiness, her expectations and her relationship with money and spending. The survey is based on a quantitative study of 2,258 Australian women conducted between October 7, 2009 and November 3, 2009 using online survey software across four SheSpot websites:
The online study was augmented with a series of moderated focus groups and interviews which took place the week of December 14, 2009. It is also the cumulative work of expert interviews and desk research compiled by SheSpot during 2009 and early 2010 to supplement and corroborate the findings.
Respondent profile:
AGE
•
18-24 (9%)
18-24 (9%)•25-39 (48%)
25-39 (48%)•40-54 (27%)
40-54 (27%)•55-65 (11%)
55-65 (11%)•65+ (3%)
65+ (3%)MARITAL STATUS
•Single, never married (5%)
Single, never married (5%)•Living with partner (23%)
Living with partner (23%) •Married (61%
Married (61%•Divorced (4%)
Divorced (4%)NUMBER OF CHILDREN (under the age of 18 living at home)
•1 child (14.9%)
1 child (14.9%)•2 children (24.1%)
2 children (24.1%)•3 children (21.5%)
3 children (21.5%)•4 children (8.2%)
4 children (8.2%)•5 or more children (2.7%)
5 or more children (2.7%)AGES OF CHILDREN
•< 12mths (14.9%)
< 12mths (14.9%)•12-23mths (9.8%)
12-23mths (9.8%)•2-4 years (21.6%)
2-4 years (21.6%)•5-12 years (23.3%)
5-12 years (23.3%)•12-18 years (10.6%)
12-18 years (10.6%)•18 years+ (18.8%)
18 years+ (18.8%)EMPLOYMENT STATUS
•66% employed
66% employed•34% not working
34% not workingGEOGRAPHICAL DISTIBUTION
•53% in a capital city
53% in a capital city•23% in a regional city with >20K but <100K people
23% in a regional city with >20K but <100K people•13% in a large city (>100K)
13% in a large city (>100K)•12% in a city with less than 20K
12% in a city with less than 20KAbout SheSpot
SheSpot is 100% owned by Kidspot, the #1 website for parents in Australia and New Zealand. SheSpot offers a straightforward way to reach 1.8M Australian women across 7 premium online properties including www.kidspot.com.au, www.birth.com.au, www.bestrecipes.com.au, www.mamamia.com.au and www.easyweddings.com.au.
For more information visit www.shespot.com.au
Kidspot is the leading parenting website in Australia and New Zealand. Around 750,000 Australian mums rely on the comprehensive directory, parenting information & advice, family friendly recipes and kid’s activities each month.
About Birth.com.au
Birth is the most reliable source of Australian “expert” information on conception, pregnancy & birth. A 10 year labour of love by the authors of Birth the book of the same name, the site attracts almost 200,000 unique browsers per month. Birth’s engaged users are active in the Birthtalk forums and established pregnancy community.
About Bestrecipes.com.au
Best Recipes is a comprehensive food and cooking site that reaches a large and loyal food appreciating audience of over 600,000 each month. In addition to a vast collection of shared recipes, visitors can share their own favourites, take advantage of shopping list tools, create their own cookbook with saved recipes and organise menus.
About Easyweddings.com.au
Easy Weddings is the leading wedding website in Australia with over 100,000 visitors per month, 30,000 brides planning current weddings and 2000 wedding suppliers from across the country. With its interactive wedding tools, information and community, Easy Weddings is the place to be for those involved in planning a wedding in Australia.
