Women today can choose from many paths in life - but which is the right one? And which will lead them to greater happiness?


SHE is a comprehensive study of over 5,500 women across Europe, Russia and South Africa. We spoke to women in their 20s, 30s and 40s - those who have grown up with more opportunities and more freedom than any generation before them.

We wanted to find out how their choices shape their lives, and most importantly, reveal the paths that lead them to the greatest happiness.

Our study has identified the five hallmarks that define the happiest women’s lives. They are consistent across countries and age groups, confirming their fundamental influence on women’s happiness.

1
Happiness is an attitude

When we asked women about happiness, they told us about their relationships with others: partners, family and friends. But we found that happiness starts with an attitude, not a relationship.

Happy women feel confident and in control of their life.

There is a common thread among the happiest women: they feel in charge of their lives. They recognise the things they can control, and accept the things they can’t.

Money doesn’t guarantee happiness, but being in control of finances helps.

Women who feel confident in managing their money are happier, regardless of how much they earn.

Young women; out of confidence.

With youth unemployment at an all time high across Europe, young women are feeling in less control of their lives and their future, and less happy as a result.

2
A partner in life

It’s true: women in a relationship are happier. Although being attached doesn’t guarantee happiness, a loving partner offers a level of support and emotional intimacy that other relationships can’t match.

The ideal partner.

Tall, dark and handsome? Try honest, supportive and loyal. Rather than good looks and money, women are looking for someone to share in life’s highs and lows.

Physical intimacy.

Although women may be less upfront about it than men, sex remains central to their happiness in a relationship from their 20s to their 40s and beyond.

Lasting happiness.

As divorce rates in Europe continue to climb, it’s good to know that women who have been married for more than 10 years can be as happy as newly-weds.

Top traits that women look for in a partner
(% Ranking each attribute in top 5 box for ‘ideal attributes in a partner’)

3
Beauty inside & out

Feel confident inside, show it outside: women who are happy with their appearance feel more self-confident as they face the wider world. This isn’t vanity — it’s about a positive self-image.

Pressure to look perfect.

Surprisingly our study found that it’s younger women — not older — who feel more insecure about their looks and admit to feeling more pressure from the media to look ‘perfect.’

Look good — feel good — look good.

Confidence and beauty form a virtuous circle for women: if they feel good about themselves, they feel happier with their appearance, and vice versa.

Healthy is beautiful.

With the legacy of the 2012 Olympic Games and the backlash against zero size models, women are looking for more healthy physical ideal. Brands and media owners are responding to this need are reaping the rewards.

% who strongly agree: “I feel pressurised by the ‘perfect’ images of women in the media”

4
It's we, not me

Women’s happiness is also based on the strength of their closest relationships with family and friends. But the fourth hallmark of happiness isn’t just about receiving love and support, it’s about giving too.

A safety net of support.

As women increasingly juggle work and home commitments, a support network of family and friends can provide much-needed emotional and practical back-up.

Motherhood (re)considered.

The unconditional love and sense of purpose many women get from raising a family is central to their happiness. However, over a quarter of women without children in the SHE study don’t want to have them — now or in the future.

The importance of friendships.

The friends we choose can be as important as the family we can’t. In a super-connected age, it’s never been easier to cultivate and maintain friendships, no matter where they are in the world.

The most important thing is family, absolutely. They make me happy and put my life into context; I feel needed and I feel supported by my parents, my sister and my husband.

— Lisa, 37, Sweden

5
Social status

The fifth hallmark of happiness for women is feeling confident about their standing in society. This isn’t about achieving personal status, it’s about the status women feel that their gender holds.

What women want...for women.

After 50 years of progress, women are still out-numbered by men in positions of political and financial clout. Underlying this inequality there is a conflict between what women want for their gender as a whole and what they want for themselves.

Women at work: purpose and personal fulfilment trumps money and power.

Although women want to see more female representation in high-powered jobs, they don’t necessarily crave power for themselves.

Who’s happier — the full-time mum or the MD?

Good news — our study shows that both can be paths to happiness.

% strongly agree: “There are not enough female leaders in society”

Country Differences

United Kingdom

For British women, a confident outlook on life and finances is the primary driver of their happiness.

The second driver is being in a supportive relationship. When it comes to choosing a partner in life, British women love a man who can make them laugh: they rate this attribute more highly than any other nationality in SHE.

Women in the UK place even more value on their friendships and family bonds than women in other countries. This Happiness Hallmark moves up to third position (fourth across Europe).

On the other hand, how British women feel about their appearance is less important to their happiness. Only 12% of British women believe that good looks are important to a happy life – the lowest of any country included in SHE.

When it comes to the fifth hallmark, status, a high proportion of British women believe it’s possible to ‘have it all’ and combine motherhood with a successful career. In reality, for British mothers, a successful career is not necessarily full-time: the happiest women in the UK are part-time working mums.

The Hierarchy of Hallmarks for the United Kingdom

  • 1Happiness is an attitude
  • 2A partner in life
  • 4It's we, not me
  • 3Beauty inside & out
  • 5Social status
78%
VS
65% Average

78% of British women look for a good sense of humour in their partner, vs an average of 65%.

79%
VS
64% Average

79% of women in the UK agree that it’s fine for a woman to be the main income earner in the household vs an average of 64%.

Having a good job where you feel happy and stable, a good financial position, enough money to get by and having a loving partner, these are important to a happy life.

— Katie 28, United Kingdom

Italy

Italian women are currently feeling the strain of a troubled economy. Of all the countries included in SHE, women in Italy feel least in control of their lives - and are least happy.

As elsewhere, a supportive partner in life is the second hallmark of happiness. Intelligence is a trait that Italian women rate more highly than anyone else.

Italian women appreciate beauty inside and out. They’re more likely than average to feel that good looks are important, but they appreciate their natural assets and don’t feel any more pressured than average by media images of perfection.

Friendships and family relationships are highly important to Italian women - but blood is still thicker than water: family more so than friends.

When it comes to status, Italian women feel more strongly than any other country in SHE that women are under-represented in positions of power. High unemployment has dented the prospects of young women in particular – 58% of women in their 20s feel they haven’t achieved as much as they wanted by their age.

The Hierarchy of Hallmarks for Italy

  • 1Happiness is an attitude
  • 2A partner in life
  • 3Beauty inside & out
  • 4It's we, not me
  • 5Social status
49%
VS
38% Average

49% of Italian women are worried about the future vs an average of 38%.

66%
VS
47% Average

66% agree that there aren’t enough women in high-powered jobs, vs an average of 47%.

There aren’t many Italian women in high positions. Things are changing slowly; maybe with time there will be more. Personally, I don’t know any woman who has made it into an executive role.

— Laura, 39, Italy

The Netherlands

Dutch women feel less in control of their lives than average and as a result find themselves amongst the three least happy countries in the SHE study. Nonetheless, being confident and in control makes the biggest contribution to happiness levels in the Netherlands, as elsewhere.

When it comes to a perfect partner, the Dutch feel strongly about the value of honesty and rate this highest of any country. Along with the British, they appreciate a good sense of humour.

Being happy with the way they look makes the third most important contribution to their happiness. Of all the women in SHE, the Dutch feel least obliged to be ‘perfect’.

With respect to broader relationships, friendships have great importance for Dutch women – with more agreeing that friends are more important than family, than in any other country.

Enjoying fair gender status is the final hallmark of Dutch women’s happiness. But women in the Netherlands don’t reserve self-fulfilment for the workplace - they’re eager to strike a work-family balance without compromising either role.

The Hierarchy of Hallmarks for The Netherlands

  • 1Happiness is an attitude
  • 2A partner in life
  • 3Beauty inside & out
  • 4It's we, not me
  • 5Social status
13%
VS
6% Average

My friends are more important to me than family – 13% vs 6% average.

9%
VS
19% Average

I get a sense of fulfillment at work that I do not get at home – 9% agree vs. 19% European average.

It’s not important to me to have an ‘important’ job. It’s important to have a job where I earn good money. That I find important. But the degree to which I’m ‘important’ doesn’t matter to me.

— Anneke, 44, Netherlands

Sweden

The order of the hallmarks falls in line with the norm for Swedish women. They are happiest when feeling confident and in control of their lives and finances. As elsewhere, an honest, loyal partnership falls in second place. Swedish women strongly feel that support is mutual in a relationship and are prepared to take the financial burden in a household.

The third driver of happiness is having confidence in the way they look. Swedish women feel more pressure than average to look ‘perfect’, with 28% strongly agreeing that they feel pressurised by the media, vs 19% across Europe. Swedish women are also more likely to consider plastic surgery.

Hallmark 4 is strong relationships with others: over 80% of Swedish women strongly agree that friends and family are important to a happy life.

The fifth hallmark of happiness for Swedish women is their position in society. Despite having the highest representation of women in parliament of any European nation, Swedish women still feel there is room for improvement in gender equality.

The Hierarchy of Hallmarks for Sweden

  • 1Happiness is an attitude
  • 2A partner in life
  • 3Beauty inside & out
  • 4It's we, not me
  • 5Social status
90%
VS
64% Average

Almost 90% of Swedish women agree that it’s fine for a woman to be the main income earner in a household, versus a European average of 64%.

26%
VS
19% Average

I would be willing to consider plastic surgery – 26% agree vs. 19% European average.

Women in Sweden feel the pressure from other apparently ‘perfect’ women. They are trying to do everything for everyone and they are losing themselves in the process.

— Lisa, 37, Sweden

Norway

The most important driver of Norwegian women’s happiness is a positive outlook on life and a confident attitude towards finances. They are one of the top-ranking countries in terms of financial confidence.

A partner in life is the second hallmark of happiness for Norwegian women. Compared to their European peers, Norwegian women are particularly independently-minded when it comes to romantic relationships – only 25% would be happy for their partners to support them financially versus a European average of 35%. They are the least likely to spend time dreaming of a perfect wedding day.

The third indicator of happiness for Norwegian women is having close connections with family and friends. A positive attitude towards physical appearance is less important to Norwegian women when compared to the rest of Europe: this hallmark drops to fourth place in Norway.

The fifth hallmark of happiness is Status. Norway has the second highest level of female representation in government of the countries in SHE, and Norwegian women find the highest level of satisfaction in the workplace of any country in SHE.

The Hierarchy of Hallmarks for Norway

  • 1Happiness is an attitude
  • 2A partner in life
  • 4It's we, not me
  • 3Beauty inside & out
  • 5Social status
12%
VS
30% Average

Men find it hard to accept women being the main breadwinner – 12% vs. 30% European average.

33%
VS
19% Average

I get a sense of self-fulfilment at work that I don’t get at home – 33% agree vs. 19% European average.

I think happiness is a state of mind - life is up and down.

— Ellen, 32, Norway

Denmark

The order of influence of the five hallmarks on Danish women’s happiness is in line with that seen across the SHE study. Danish women are the second happiest with their lives and the most likely to feel satisfied with their achievements so far.

As elsewhere, women in Denmark highly value supportiveness and loyalty in their partners. They are less committed to staying in a marriage that isn’t working than the European average.

When it comes to Hallmark 3, Beauty, Danish women believe it’s less about good looks than their counterparts in other countries, and resist media pressure.

Friends are ranked ahead of family as an important part of a happy life, and often act as a support network for women who are juggling work and home commitments.

Danish women feel least conflicted about combining motherhood with a career. With a strong female representation in the Danish parliament, they feel happier than other nations about the position of women in their society.

The Hierarchy of Hallmarks for Denmark

  • 1Happiness is an attitude
  • 2A partner in life
  • 3Beauty inside & out
  • 4It's we, not me
  • 5Social status
23%
VS
41% Average

23% of Danish women feel they have not achieved as much as they wanted to by their age vs an average of 41%.

73%
VS
63% Average

It is acceptable to get a divorce if the marriage isn’t working - 73% agree vs. 63% European average.

Without family and friends and acquaintances, I think my life would be sad.

— Helene, 30, Denmark

Russia

Of all countries included in SHE, Russian women rank in the top three happiest: their sense of confidence and control plays the primary role in achieving this.

Good looks are a key ingredient of a happy life for Russian women. They rate the importance of appearance more highly than any other country in the SHE study and this hallmark takes second place.

A relationship with someone supportive and loyal makes the third strongest contribution to happiness. Uniquely in Russia, a partner who is decisive and in control is valued as much as one who is honest.

Women’s feeling of status is the fourth hallmark of happiness and reflects the emphasis placed on gender roles in Russia. Women see themselves as less competitive with each other than men, and view combining motherhood with a career as more difficult than women in the other SHE countries.

Russia is the only country where the impact of close bonds with friends and family falls last amongst the five hallmarks of happiness.

The Hierarchy of Hallmarks for Russia

  • 1Happiness is an attitude
  • 3Beauty inside & out
  • 2A partner in life
  • 5Social status
  • 4It's we, not me
63%
VS
42% Average

63% of Russian women in their 20s feel they have not achieved as much as they wanted to by their age vs an average of 42%.

69%
VS
34% Average

69% rate good looks as one of their top three ingredients of a happy life vs an average of 34%.

I could’ve started my career after I finished university, but my life turned out another way - I found myself as a mother and a wife. But I can develop myself in this direction; a career isn’t the only means of self-development.

— Alla, 42, Russia

Poland

Confidence and control are of primary importance to Polish women’s happiness, but their confidence in dealing with financial matters is the lowest of the countries we surveyed.

Polish women place a high value on self-image: Beauty Inside and Out moves up to be the second most important hallmark of their happiness from third place across Europe.

As elsewhere, support and loyalty are the key attributes of an ideal partner. But Polish women are perhaps less trusting: they believe it’s more acceptable to check their partner’s mobile phone than other European women.

For many Polish women, being a mother is an important achievement. Friendships play a big role for them: they feel a need for a best friend more than a partner to a greater degree than their European counterparts.

Women’s social status is the fifth hallmark of happiness for Polish women, and they feel particularly strongly about the under-representation of women in high-powered jobs and as leaders in society.

The Hierarchy of Hallmarks for Poland

  • 1Happiness is an attitude
  • 3Beauty inside & out
  • 2A partner in life
  • 4It's we, not me
  • 5Social status
18%
VS
11% Average

18% of Polish women agree that it is acceptable to check their partner’s phone vs an average of 11%.

62%
VS
47% Average

62% think there are not enough women in high-powered jobs vs an average of 47%.

Work is a very important factor in a woman’s life. It really gives us independence. If anyone counts on their boyfriend, husband… then, well I wish them luck.

— Agnieszka, 31, Poland

Germany

Hallmark 1, an attitude of confidence and control towards life and finance, is the biggest predictor of happiness among German women, followed by the second Hallmark, a partner in life. Interestingly, German women are the least likely of any country to cite money as a cause of arguments in their household.

Contentment with their looks is the third most important driver of happiness, and perhaps contrary to expectations, German women are the most likely to agree that ‘fashion can help me become who I am’ (26% vs the European average of 15%).

The fourth hallmark of German women’s happiness is strong relationships with others - from immediate family to friends - and they prefer to build connections face-to-face.

The social status of women is the fifth factor in the happiness of German women. They place high demands on themselves: Germany has the highest number of women admitting that they worry about work in their leisure time.

The Hierarchy of Hallmarks for Germany

  • 1Happiness is an attitude
  • 2A partner in life
  • 3Beauty inside & out
  • 4It's we, not me
  • 5Social status
19%
VS
28% Average

Nowadays I am staying in touch with friends online rather than meeting up or talking - 19% agree vs. 28% European average.

33%
VS
22% Average

I worry about work in my leisure time – 33% agree vs average of 22%.

The strength of my relationship most certainly comes from the freedom that each of us have to be independent.

— Birte, 49, Hamburg

Romania

Of all the countries included in SHE, Romanian women feel most in control of their lives - and are most happy. They are eager to grasp the opportunities of their developing economy with almost 80% wanting to set up their own business one day - the highest number in our survey.

As elsewhere, having a partner in life who is supportive, loyal and honest with a good sense of humour is the second Hallmark of Happiness.

Close relationships with family and friends are highly important to Romanian women. The contribution that these bonds make to a woman’s happiness moves up to third place – vs fourth place elsewhere.

Romanian women hold the strongest beliefs about good health and its importance to a happy life. Few women feel pressurised by ‘perfect’ images in the media.

When it comes to Status and work-life balance, Romanian women, along with the Russians, are the most likely consider it difficult to combine a successful career with motherhood.

The Hierarchy of Hallmarks for Romania

  • 1Happiness is an attitude
  • 2A partner in life
  • 4It's we, not me
  • 3Beauty inside & out
  • 5Social status
55%
VS
36% Average

55% of Romanian women are very happy with their lives as they are vs an average of 36%.

27%
VS
18% Average

27% agree that it is not possible to have a successful career and be a good mother vs an average of 18%.

If I worked, I would neglect my child. I mean I cannot be at my job and with my child at the same time, there is no such thing.

— Maria, 35, Romania

South Africa

Being confident and in control of life and finances is the primary driver of women’s happiness in South Africa.

When it comes to relationships, South African women place enormous value on their friendships and family bonds. Hallmark 4 – friends and family - is a stronger driver of their happiness than Hallmark 2 – having a partner in life. This is unique in the SHE study. However, when it comes to a partner, South Africans value similar qualities as Europeans: honesty, supportiveness, loyalty and a sense of humour.

Hallmark 3, Beauty Inside and Out, drops to fourth on the list of drivers for happiness for this country.

With respect to Hallmark 5, status, South African women show a much strong entrepreneurial spirit than Europeans – only Romania is higher. This independent mindset also shows in their low comfort with the idea of relying on a partner to support them financially. Meanwhile they contend with a more traditional attitude from their menfolk: giving the highest agreement to the statement that men struggle to accept a woman as the main breadwinner.

The Hierarchy of Hallmarks for South Africa

  • 1Happiness is an attitude
  • 4It's we, not me
  • 2A partner in life
  • 3Beauty inside & out
  • 5Social status
71%
VS
40% Average

71% would like to set up their own business one day vs the average of 40%.

48%
VS
30% Average

48% believe that men find it hard to accept women being the main breadwinner vs an average of 30%.

Raising a boy is a big challenge – but fortunately I have a good support structure which helped me to become a good parent. I’m lucky my work is flexible. And I can count on my mother almost any time, or even friends.

— Thuli, 32, South Africa

Media consumption

United Kingdom

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (53% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (61% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In the UK, Tablet & Smartphones play equally important roles. This differs to the European average where the Tablet dominates.

Streaming Media

Tablet Smartphone
United Kingdom 16% 15%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 88%

MOBILE / SMARTPHONE

Country Average 62%

TABLET

Country Average 17%

Italy

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (44% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (54% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In Italy streaming media content is more common when compared to the rest of Europe. In terms of devices used, the Tablet is the preferred choice, which is similar to Europe.

Streaming Media

Tablet Smartphone
Italy 35% 31%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 84%

MOBILE / SMARTPHONE

Country Average 46%

TABLET

Country Average 16%

The Netherlands

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (69% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (60% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In the Netherlands streaming media content is less common when compared to the rest of Europe. In terms of devices used, the Tablet is the preferred choice, which is similar to Europe.

Streaming Media

Tablet Smartphone
The Netherlands 15% 12%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 85%

MOBILE / SMARTPHONE

Country Average 52%

TABLET

Country Average 13%

Sweden

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (43% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (64% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In terms of devices used, in Sweden the Tablet is the preferred choice, which is similar to the rest of Europe.

Streaming Media

Tablet Smartphone
Sweden 21% 18%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 77%

MOBILE / SMARTPHONE

Country Average 59%

TABLET

Country Average 7%

Norway

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (40% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (54% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In Norway streaming media content is less common when compared to the rest of Europe. In terms of devices used, the Tablet is the preferred choice, which is similar to Europe.

Streaming Media

Tablet Smartphone
Norway 17% 12%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 83%

MOBILE / SMARTPHONE

Country Average 68%

TABLET

Country Average 16%

Denmark

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (50% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (55% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In Denmark streaming media content is less common when compared to the rest of Europe. In terms of devices used; both the Tablet & Smartphone play equal importance roles.

Streaming Media

Tablet Smartphone
Denmark 12% 12%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 90%

MOBILE / SMARTPHONE

Country Average 56%

TABLET

Country Average 12%

Russia

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (36% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (52% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In Russia streaming media content levels is higher when compared to the rest of Europe. In terms of devices used; the Tablet is the preferred choice as it is across Europe.

Streaming Media

Tablet Smartphone
Russia 32% 22%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 77%

MOBILE / SMARTPHONE

Country Average 55%

TABLET

Country Average 17%

Poland

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (36% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (62% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In Poland streaming media content is on par with levels across Europe as is the preference of device used to do so: the Tablet.

Streaming Media

Tablet Smartphone
Poland 28% 18%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 84%

MOBILE / SMARTPHONE

Country Average 41%

TABLET

Country Average 7%

Germany

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (32% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (47% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In Germany streaming media content levels is higher when compared to the rest of Europe. In terms of devices used; the Tablet is the preferred choice as it is across Europe.

Streaming Media

Tablet Smartphone
Germany 31% 20%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 82%

MOBILE / SMARTPHONE

Country Average 48%

TABLET

Country Average 16%

Romania

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world. They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (43% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In Romania streaming media content levels is higher when compared to the rest of Europe. In terms of devices used both the Tablet & Smartphone play an equally important role.

Streaming Media

Tablet Smartphone
Romania 30% 31%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 84%

MOBILE / SMARTPHONE

Country Average 37%

TABLET

Country Average 7%

South Africa

Media makes a positive contribution to women’s happiness, and TV still plays a central role.

TV provides women with valuable ‘me-time’ where they can switch off from the demands made by their jobs and other people, and immerse themselves in a different world (46% agree). They appreciate the aspirational and inspirational ideas for their lives, homes and personal style, but they also enjoy the insights into real life and real people (65% agree). Great TV leaves them feel better about themselves and their own lives.

Media behaviour is changing and in our study we also explore the role of streaming media content across second screens. In South Africa streaming media content is on par with levels across Europe as is the preference of device used to do so: the Tablet.

Streaming Media

Tablet Smartphone
South Africa 24% 20%
Europe 24% 19%
Devices used 4+ times a week %: by age group

TELEVISON

Country Average 79%

MOBILE / SMARTPHONE

Country Average 78%

TABLET

Country Average 16%

Who we spoke to

5,500 women aged 20-49 in eleven countries