Urbanites have been less affected by changes to their household’s financial circumstances in the last 6 months - 17% say it has got better (versus 13% of the total population), 43% say it stayed the same (versus 34% of the total population) and only 37% say it got worse (versus 49% of the total population).

54% of urbanites say the money they have left at the end of the month to spend or save, is still the same or better than it was 6 months ago.

Urbanites have positive & optimistic mindsets. Thinking about all areas of their lives, almost 7 in 10 think things will get better or stay the same in the next 6 months.

66% of Urbanites say their career prospects are the same or better than they were 6 months ago.

In the area of food, Urbanites are three times more likely than the average adult to champion your food related word of mouth message.

We know that Urbanites are passionate about escaping the rat race and they are also three times more likely than the average adult to talk to many different people about their holidays and travel.

Urbanites are a savvy bunch when it comes to financial services and are five times more likely than the average adult to talk about their banking and finance matters.

It will come as no surprise that Urbanites also enjoy socialising and are therefore three times more likely than the average adult to champion their favourite alcoholic drinks.

Source: Urban Life Feb 2009

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