‘We encounter the most financially literate version of our audience yet’: Urban List unveils its financial insights report
Leading lifestyle publisher Urban List has just released its 2024 financial insights report, Money Cents 4.0, an in-depth analysis of evolving financial behaviours and mindsets of Australian culture seekers.
Building on years of tracking financial attitudes pre-, during, and post-pandemic, Money Cents 4.0 offers a roadmap for brands seeking to understand and connect with today’s financially engaged and dollar-savvy audience.
From mastering money moments to navigating property ownership, the report profiles the key financial trends shaping how culture seekers live, spend, and save in 2024.
According to Urban List, financial security has become more of a priority among Australians, shifting from sixth place in 2023 (76%) to second place this year (84%).
In terms of monthly disposable income spending, food and drink took the top spot, followed by health and fitness, travel, entertainment, retail and beauty.
Urban List’s chief commercial officer, Jacqui La’Brooy said: “Money Cents has woven a rich tapestry of insights into the fabric of Urban List over the past five years. In its 4.0 iteration, we encounter the most tuned-in and financially literate version of our audience yet.”
Urban List’s director of strategy, Hamish Taylor, added: “With so many money matters in the mainstream – interest rate hikes, cost of living pressures and looming recessions, to name a few – it’s interesting to see how young culture seekers are navigating messy waters in their own way.
“This year’s outtakes aren’t just for those in the finance and banking space, but this report is valuable for all marketers who want to learn more about young people’s spending and saving goals and behaviours”.
Money Cents 4.0 is available now upon request by contacting Urban List at partnerships@theurbanlist.com.
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