60% of women concerned about their income due to COVID-19, Bauer study reveals

According to Bauer Media’s Her Pulse survey, 60% of women are concerned about their income due to COVID-19.

The announcement:

Bauer Media has today shared initial findings from their HERpulse (3.0) study which reveals that 60% of women are concerned about their income as a result of the COVID-19 pandemic.

Insights from the report show women are more worried about others and the future of the country, than they are about themselves. Finances are contributing to their concerns, with 60% indicating they are anxious about their income and its stability over the next three months.

In September 2018, Bauer Media’s Story54 division set out to discover the thoughts and feelings of Australian women around the current political landscape and the social issues that are genuinely important to them; calling it HERpulse.

In direct response to COVID-19, Bauer has launched another HERpulse study (3.0) to get an initial read of Australian women during this unprecedented time. Over 570 women, aged 25-64, shared how their daily lives and thinking have been impacted as a result of the Coronavirus outbreak.

On a positive note, women are using this unique opportunity to develop new and healthy lifestyle habits, such as working out at home (57%), eating healthier meals (60%) and regularly calling friends and family (55%).

Almost all (97%) respondents to the survey said they see themselves consuming more entertainment and media sources over the next three months.

Women are looking to alleviate their feelings of concern, stress and worry and indicate a desire to see more positive and helpful content like humorous stories, health and wellness tips, and easy to cook meals.

Casey Greig, Research Director at Bauer Media, said: “We are lucky to have such a robust online community of readers that we can rapidly tap into at times of great change such as this. This allows us to get a true sense of what they are thinking and feeling, in order for our content to adapt and shine. What is going to be interesting to see is how many of these new habits our readers are now forming will stick around.”

Bauer’s priority to its readers remains – offering escapism, inspiration and entertainment, every week. With self-quarantine and work-from-home policies in place across the country, Bauer has seen an increase in its online traffic – up 10% on average across our brands – and increased engagement in social posts, up 68%. Magazine sales remain strong, particularly in supermarkets and newsagents, and the subscriber base continues to grow as readers look to get their magazines delivered.

Bauer will continue to keep commercial partners abreast of the emerging consumer trends, what they are observing about the audience, and how brands should respond appropriately. If you would like to hear more about the further findings from the HERpulse 3.0 study, you can join the Bauer Media newsletter.

Source: Bauer Media Story54 Research HERpulse 3.0 March 2020 Women 25-64 N=565

Source: Bauer media release


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.